Optimizing Customer Repurchase Intention through Cognitive and Affective Experience: An Insight of Food Delivery Applications

Abstract

Mobile food order applications have become a phenomenal disruption in the food delivery industry. Customers demand better and more consistent experiences when making most purchases, including in food choices. Food delivery platforms have also been seen as the most convenient feature for customers during the global COVID-19 pandemic. Although food delivery applications have been widely used, there is only a scarce literature that focuses on the factors that optimize user experience and repurchase intention. The current study attempted to explore customer repurchase intention, driven through cognitive and affective experience, towards food delivery applications. In the current study, we conceptualized and empirically confirmed an integrated model of antecedents for cognitive and affective experience and its influence on application satisfaction and repurchase intention. The model also incorporated situational factors (distance to restaurant and availability of time to visit restaurant) as a moderating variable. To test the proposed model, data were collected from 350 regular users of different food delivery applications. Subsequently, the data were analyzed using partial least square-structural equation modeling where the findings substantially supported the significance of cognitive and affective experience on application satisfaction and repurchase intention towards food delivery applications. In addition, the results of multigroup analysis (MGA) also confirmed the positive impact of situational factors as a moderator between application satisfactions and repurchase intention. The findings of the study provide important insights into how food delivery applications can accelerate cognitive and affective experience and use application satisfaction to encourage repeat buying intention. The results also offer guidance in designing and implementing effective approaches and strategies for food delivery retailers.

Which variables and determinants influence online food delivery consumption among workers and students? Results from the DELIvery Choice In OUr Society (DELICIOUS) cross-sectional study

“…Female students were more likely to be OFD users. This is in contrast with some previous studies and market analyses ( 42 , 47 ), but our sample was skewed towards the female gender.…”

“…On the other hand, older individuals could be less acquainted with new technologies, and they could be more prone to use conventional food ordering methods ( 23 , 41 ). Loyalty and personal affection as a customer are key elements for repurchase ( 23 , 42 ), and older people may not perceive some features of OFD services as affective elements, even if they are capable of positively influencing the customers experience (e.g., personalization, order customization and information availability) ( 42 , 43 ).…”

The Impact of Sales Promotion, User Interface and User Experience Design on Shopee App Users' Repurchase Intentions

“…Therefore, it can be concluded that the clearer the user experience design, the greater the repurchase intent of Shopee application users. This study's findings are consistent with previous studies who found that user experience design has a positive effect on repurchase intention [38], [52].…”

Determinants and Outcomes of Food Delivery App Engagement During COVID-19

“…Among the most prioritized were food apps, which offered unique user-friendly features and delivery options, such as intuitive search capabilities, easy sorting and navigation, convenient access to special offers, seamless payments, GPS-enabled systems, and 24/7 customer support (Khan et al, 2012). These features fostered greater interactivity between customers and the applications during COVID-19, as Riaz et al (2022) noted. The analysis results indicate that H1 shows a significant relationship, suggesting that the ease-of-use of mobile food apps significantly influences engagement with urban and semi-urban customers.…”