Understanding Continuance Intention of Merchants as End User in Online Food Delivery After COVID-19

Rahmat Yasirandi; Bundit Thanasopon

doi:10.28991/HIJ-2025-06-01-012

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Rahmat Yasirandi
64607077@kmitl.ac.th
1) School of Information Technology, King Mongkut's Institute of Technology Ladkrabang, Bangkok, Thailand. 2) Center of Excellence - Technological Society (CAATIS), Telkom University, Bandung, Indonesia.
Bundit Thanasopon School of Information Technology, King Mongkut's Institute of Technology Ladkrabang, Bangkok,, Thailand

Vol. 6 No. 1 (2025): March

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This study explores the continuance intention of merchants in using Online Food Delivery (OFD) services post-pandemic, employing an extended Expectation-Confirmation Model (ECM). While existing research on OFD predominantly examines food consumers, this study focuses on the merchant side and investigates how confirmation, perceived usefulness, satisfaction, perceived risk, and perceived critical mass influence their continuance intention. Using Structural Equation Modeling (SEM) on data collected from 378 Indonesian merchants, the findings highlight several critical factors. Perceived critical mass fosters platform adoption by creating a sense of widespread utility, while perceived risk indirectly affects continuance intention through its impact on satisfaction, emphasizing the need to address merchants' concerns. This research enhances the understanding of merchant behavior in the OFD ecosystem by incorporating context-specific factors that influence their decisions. The findings offer practical recommendations for OFD providers to improve system reliability, mitigate perceived risks, and foster a robust user community to ensure sustained engagement. Future studies could build on these insights by investigating similar dynamics in different regions or by including other stakeholders, such as delivery drivers, to provide a broader understanding of the OFD ecosystem.

Doi: 10.28991/HIJ-2025-06-01-012

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Yasirandi, R., & Thanasopon, B. (2025). Understanding Continuance Intention of Merchants as End User in Online Food Delivery After COVID-19. HighTech and Innovation Journal, 6(1), 165–182. https://doi.org/10.28991/HIJ-2025-06-01-012

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Understanding Continuance Intention of Merchants as End User in Online Food Delivery After COVID-19

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Understanding Continuance Intention of Merchants as End User in Online Food Delivery After COVID-19

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Most Cited Articles

Towards Bayesian Quantification of Permeability in Micro-scale Porous Structures – The Database of Micro Networks

Physicochemical and Microstructural Characterization of Klias Peat, Lumadan POFA, and GGBFS for Geopolymer Based Soil Stabilization

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