From click to commitment: unpacking perceived usefulness and affective commitment in food apps across markets

The burgeoning food delivery sector has generated significant discussion in both academic and non-academic literature, capturing the attention of scholars in recent years. Nonetheless, research on the factors influencing perceived usefulness and affective commitment toward food apps, as well as their associated outcomes, remains limited, particularly across different international markets. Most existing studies on food app usage have focused primarily on users within a single country, thereby overlooking opportunities for expanding empirical research on this important topic. Investigating this issue using data from multiple countries could yield valuable insights for service providers operating in diverse markets. Grounded in the stimulus-organism-response (SOR) framework, this study examines the key determinants of perceived usefulness and affective commitment toward food apps, along with their post-adoption outcomes, utilizing data from both Malaysia and Saudi Arabia. Employing Partial Least-Squares Structural Equation Modeling (PLS-SEM) analysis involving 911 food app users, we identify significant differences and similarities in the factors influencing perceived usefulness and affective commitment across the two markets. Our findings indicate varying weights assigned to these determinants and outcomes in Malaysia and Saudi Arabia, with most of the hypothesized relationships in our research model being supported at the country level. The implications of our findings for managerial practice and theoretical understanding are discussed throughout the manuscript.