Understanding Predictors of Continued Usage Intention Toward Online Food Delivery Services Among Malaysian University Students: A Technology Acceptance Model Perspective

Abstract

This study investigates the predictors influencing continued usage intention of Online Food Delivery Services (OFDS) among Malaysian university students. Grounded in the Technology Acceptance Model (TAM), the research explores the effects of perceived usefulness (PU), perceived ease of use (PEOU), variety of food choices (VFC), and electronic word of mouth (e-WOM) on behavioral intentions. Data were collected from 150 students through an online survey and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results reveal that PU, PEOU, and e-WOM significantly influence continued usage intention, whereas VFC does not show a statistically significant impact. These findings offer theoretical and practical implications for service providers aiming to retain younger digital consumers in a competitive food delivery market. The study highlights the importance of system usability and social influence in fostering long-term engagement with OFDS platforms.