ISSN: 2225-8329
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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.
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