HRMARS - This study examines the factors influencing continuance intention toward food delivery applications (FDAs) among Generation Z users in Malaysia, with a focus on how usage behaviour evolves under changing contextual conditions. Drawing on the UTAUT2 framework, an extended model incorporating price value and fear of COVID-19 was developed and tested using data from 300 respondents via PLS-SEM. The findings indicate that performance expectancy, social influence, facilitating conditions, price value, and fear of COVID-19 significantly influence continuance intention, whereas effort expectancy and hedonic motivation are not significant predictors. These results suggest that functional and economic considerations play a more dominant role than usability and experiential factors in the post-adoption stage. This study reconceptualises FDAs usage as context-contingent rather than stable, highlighting the dynamic interplay of value perceptions, social influences, and contextual factors, and extends the explanatory scope of UTAUT2 in understanding digital platform usage behaviour.
Kassim et al. (Wed,) studied this question.