Investigation of factors affecting reuse intention: The example of the Yemek Sepeti

This study aims to analyze the factors affecting the reuse intention of the users of the Yemek Sepeti application, one of the largest food ordering applications in Turkey, within the framework of a theoretical model. The Unified Theory of Acceptance and Use of Technology 2 (UTAUT2) model forms the basis of the theoretical model of the research. In addition to the variables in the UTAUT2 model, the research model also includes the variables of online review, online rating, and online tracking. The research data were collected from 441 respondents using the survey method, using the convenience sampling method. The collected data were analyzed with the structural equation model with the help of the R program. Online scoring was the strongest predictor of intention to reuse the Food Basket. This was followed by effort expectancy, online order tracking, price value, habit, and hedonic motivation, respectively. It was determined that performance expectation, social impact, facilitating conditions, and online evaluation did not affect the intention to reuse the Yemek Sepeti.