Time Matters: How Usage Duration Shapes User Continuance Intention in Mobile Food Ordering Apps

This study examines the factors influencing user satisfaction and continuance intention in the context of Mobile Food Ordering Applications (MFO Apps). It aims to explore the comparative behavioral differences between newer and experienced users, addressing the moderating effect of usage duration. As MFO Apps continue to transform consumer behavior in the digital economy, this research provides novel insights into how these platforms cater to diverse user segments and sustain engagement. A quantitative research approach was employed, utilizing online surveys from 243 respondents to analyze user behavior and engagement. The measurement model was validated using Partial Least Squares Structural Equation Modeling (PLS-SEM), ensuring reliability and validity. Multi-Group Analysis (MGA) was conducted to assess differences in behavioral patterns between newer users (less than 2 years) and experienced users (more than 2 years). The results confirm that perceived advantage significantly influences e-satisfaction and continuance intention across all user groups. Comparative analysis reveals that newer users prioritize immediate benefits, such as convenience and promotions, while experienced users focus on consistent performance and advanced features. However, no significant differences were found in the relationship between perceived advantage and e-satisfaction, likely reflecting the stable expectations of the predominantly Generation Z sample.