Modeling consumers’ trust in mobile food delivery apps: perspectives of technology acceptance model, mobile service quality and personalization-privacy theory

ABSTRACT

Considering the importance of customer trust in the m-commerce domain, this study aims to examine the role of technology acceptance model (TAM) factors, mobile service quality (M-SERQUAL) factors, and personalization and privacy in promoting customers’ trust and in turn their loyalty towards mobile food delivery apps (MFDAs). Four hundred ninety-four valid responses were collected from the online Facebook groups of MFDA review and analyzed through Partial Least Squares-based SEM approach. Our findings demonstrated that TAM factors (perceived ease of use and perceived usefulness), M-SERQUAL factors (interface quality, interaction quality, and information quality), and personalization were positively associated with customer trust in MFDAs, which was in turn positively related to customer loyalty towards MFDAs. Customer trust was observed as a mediator for the effects of TAM factors, M-SERQUAL factors, and personalization on customer loyalty. Nonetheless, privacy was not significantly associated with customer trust, which did not mediate the association between privacy and customer loyalty.

 考虑到客户信任在移动商务领域的重要性，本研究旨在检验技术接受模型 (TAM) 因素、移动服务质量 (M-SERQUAL) 因素以及个人化和隐私在促进客户信任和将他们的忠诚度转向移动食品配送应用程序 (MFDA) 所扮演的角色。从Facebook中的MFDA反馈 群组中收集了 494 份有效回复，并通过基于偏最小平方法的 SEM 方法进行了分析。我们的研究结果表明，TAM 因素（感知易用性和感知有用性）、M-SERQUAL 因素（界面质量、交互质量和信息质量）和个人化与客户对 MFDA 的信任呈正相关，而后者又与客户对 MFDA 的忠诚度有关。客户信任为 TAM 因素、M-SERQUAL 因素和个性化对客户忠诚度影响的中介变权。尽管如此，隐私与客户信任没有显着关联，这并没有中介隐私和客户忠诚度之间的关联。

KEYWORDS:

• Mobile food delivery apps
• technology acceptance model
• mobile service quality
• personalization
• privacy
• trust

Disclosure statement

No potential conflict of interest was reported by the author(s).

Additional information

Funding

This work was supported by the Funds for Science and Technology Development of the University of Danang [B2020-ĐN04-34].