Relationship Between Fatigue, Attitude, and Continuance Intention of Food Delivery App: Moderating Impacts of Sex and Food Unhealthiness Using Involvement Theory

초록

Purpose - Digital platform usage can induce varying levels of fatigue among consumers, which may subsequently influence their behavioral responses. This study investigates consumer fatigue in the context of food delivery applications, with a primary focus on examining the relationships among fatigue, attitude, and continuance usage intention. In addition, the study explores the moderating roles of sex and perceived food unhealthiness in shaping the relationship between fatigue and consumer attitude. Design/methodology/approach - Data were collected through an online survey administered via the Clickworker platform, resulting in 364 valid responses from consumers in the United States. To test the proposed hypotheses, Hayes’ Process Macro (Model 7) was employed, enabling an in-depth analysis of both direct and moderating effects. Findings - The findings reveal that fatigue negatively influences continuance usage intention, while attitude serves as a significant predictor of continued use. Furthermore, the results indicate that both sex and perceptions of food unhealthiness significantly moderate the relationship between fatigue and attitude, suggesting that individual differences and health-related perceptions play important roles in consumer decision-making processes. Research implications or Originality - This study contributes to the existing literature by providing a more comprehensive understanding of the interplay among fatigue, attitude, and behavioral intention in digital platform contexts, while also highlighting the importance of moderating variables in explaining consumer behavior in food delivery services.

키워드