Factors affecting consumer acceptance and use of mobile delivery applications in South Africa

Background: During the 2020 global coronavirus (COVID-19) outbreak, mobile delivery applications flourished, facilitating consumer access to groceries. Research has shown, however, that usage remains low in developing countries such as South Africa. Objectives: This research identifies factors that affect the acceptance and use of a mobile delivery application. It provides recommendations for application designers to improve application functionality and usability and for retailers to better understand customer needs. Method: This research adopted an interpretivist stance, utilising the Unified Theory of Acceptance and Use 2 (UTAUT2) as a theoretical framework. Data were collected and analysed from 4159 Google Play Store customer reviews using thematic content analysis. Reviews were anonymised, coded and categorised according to the UTAUT2 model constructs. Results: Performance expectancy and facilitating conditions were found to affect acceptance and use of the application. Effort expectancy, hedonic motivation and cost price had a moderate effect. Social influence, habit and price value did not impact the use of the mobile delivery application. Users will depend not only on recommendations from friends and family but also on service costs. Conclusion: This research revealed that users are more likely to accept and use a mobile delivery application if they find it helpful and receive quick assistance when facing technical challenges. Contribution: This research identifies factors that affect the acceptance and use of a mobile delivery application in a geographical area where usage remains low. Retailers may attract more customers and find more success in mobile delivery services by addressing customer concerns and challenges.