The Influence Factors Of Online Takeaway Platform Users’ Continuance Usage Intention

With online takeaway industry noticed by the capital market in China,the developmenttrack of domestic online takeaway platform is from blowout phase to the phase that only three takeaway platform is the best,that conclude Meituan takeaway,ele.me and Baidu takeaway.In the online takeaway platform market which has so fierce competition,the problem that which can stand out has become the burning question that should be solved in industry and academia.The success of the online takeaway platform directly depends on the user’s continuance usage intention.In this situation,it is meaningful to identify the factors that influence the online takeaway platform users’ continuance usage intention,and find out the key factors.The expectation-confirmation model is mainly used in the tool information system or the organization’s internal information system,which is not related to the transaction.Online takeaway platform as one of the trading platform,thus trust plays an important role.In the expectation confirmation model,when user is satisfied,he/she maybe not continuance usage the information system.By reviewing the habit’s relative research,we found that once user established a habit,it would prevent the user from being tempted by other alternatives and further lead to continued use.In addition,perceived usefulness only reflects the external benefit of using the information system,does not reflect the inherent benefit.Therefore,when we study the online takeaway users’ continuance usage intention,the effect of trust is added to the model,the “satisfaction” is replaced by “habit”,and “perceived usefulness” is replaced by “perceived value”.Finally,the improved expectation confirmation model is proposed.Based on the improved expectation confirmation model,the questionnaire was developed and 328 valid questionnaires were collected for the users who used the online takeaway platform(such as the Meituan takeaway and ele.me,etc.).The results show that:(1)Expectation confirmation has direct positive effect on perceived value,habit and trust;(2)Perceived value has a direct positive effect on habit and continuance usage intention;(3)Trust has direct positive impact on habit and the continuance usage intention;(4)Habit can directly affect the continuance usage intention.The empirical results show that the improved expectation confirmation model has a good ability to explain the user’s continuance usage intention.In the factors which influence the continue intention of the online takeawayplatform user,habit and trust play an important role.In the process of forming the habit,trust and expectation confirmation play relatively important role.In theory,this study consummates the research of IS continuance usage intention which is related to the transaction activities,and also adds habit to the model of expectation confirmation to make up the lack of automatic mechanism in the decision-making process,which provides theoretical guidance for improving the user’s continuance usage intention of online takeaway platform.It discusses the important role of habit and trust in the user’s continuance usage intention of online takeaway platform,its mechanism and enriches the existing information system adaptation relevant theory.In practice,this study argues that operators must improve the trust level of online takeaway platform to enhance the user’s continuance usage intention,which can from the perspective of technology trust,system trust,business trust,platform trust,etc.The training of habit,which is as the most critical factors that influence the online takeaway platform user’s continuance usage intention,can make expectation confirmation,perceived value and trust as a starting point.