Predicting the Determinants of Recomendation of Online Food Delivery Apps: A Hybrid SEM-Neural Network Approach

Abstract

Advancements in technology coupled with shifts in consumer behavior have precipitated a notable surge in the utilization of Food Delivery Apps (FDAs). This study endeavors to scrutinize the contemporary landscape of these delivery services and dissect the factors influencing user recommendations. To achieve this objective, an online survey was administered to a cohort of 210 respondents with prior experience in employing FDAs. In the initial phase, Structural Equation Modeling (SEM) was employed to discern the determinants underpinning the endorsement of these apps. The subsequent phase concentrated on assessing the most impactful predictors. The findings underscore that Autotelic experience, Ability/challenge, Perceived control, and Attitude stand out as significant influencers in the recommendation of FDAs. The study not only sheds light on managerial implications but also proffers avenues for prospective research.

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