Post-COVID-19 Dorm Students' Food Delivery E-commerce Use And Satisfaction: Insights From Theory of Planned Behavior and Technology Acceptance Model

Özet

Purpose – The research aims to investigate the behavioral intentions of dorm students in Izmir, Turkey towards a food delivery e-commerce platform, utilizing the Theory of Planned Behavior (TPB) and the Technology Acceptance Model (TAM) in the post-COVID19 era. Design/methodology/approach - Data from 224 dorm students were collected via a structured Google Forms questionnaire and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 3.0. Confirmatory factor analysis was applied to measure the structural model. Findings - Actual use (AU), item-information quality (IQ), and hedonic motivation (HM) significantly affect overall satisfaction and loyalty (S&L). Hedonic motivation refers to the enjoyment of using the platform, while the quality of the item information reflects the accuracy and reliability of the information provided. The analysis showed that hedonic motivation, information quality of TPB, and TAM's actual use explained 75.10% of the variance in satisfaction. The variance of price to sale (PS), restaurant credibility (RC), and navigational design (ND) explained 69.0% of the variance of information-item quality (IQ). Intention to use (ITU) explained 57.7% of the variance of the actual use (AU). Discussion - The findings suggest that e-commerce platforms can boost user engagement and satisfaction by improving navigational design and aligning with dorm students' hedonic motivations, thus enhancing loyalty and reuse. The post-COVID-19 era is dramatically changing consumer behavior and increasing trust in digital platforms for safety and convenience. The research contributes insights into dorm students' online food delivery behavior, emphasizing the importance of user satisfaction and loyalty in digital commerce and providing actionable strategies for service enhancement.