Summoning food at the push of a button: the interplay of religiosity, involvement and commitment in post-adoption behaviors
ISSN: 1759-0833
Article publication date: 25 June 2024
Issue publication date: 2 December 2024
Abstract
Purpose
This paper aims to examine desirable post-adoption outcomes related to food delivery apps using the involvement-commitment model (ICM) and the boundary of (Islamic) religiosity, which is an important facet of communities in many parts of the world today. Importantly, the study provides an in-depth understanding of the boundary role of religiosity in the links between involvement, commitment, resistance to negative information and advocacy intention in relation to food delivery app use.
Design/methodology/approach
Data collected from 498 respondents in Saudi Arabia was used to test the research hypothesized model.
Findings
The results from the partial least squares structural equation modeling technique lend credence to past research calling for the contextualization of theories, especially since this paper find religiosity to be an important boundary condition to the ICM in relation to food delivery apps in an Arab nation.
Originality/value
This paper focuses specifically on the ICM and the boundary of (Islamic) religiosity. The cardinal contribution of this study, therefore, lies in the contextualization of ICM within the Arab world concerning post-adoption behavior related to food delivery apps. To the best of the authors’ knowledge, this is likely the first study to do so in the marketing, hospitality and technology-based literatures.
Keywords
Acknowledgements
Summary statement of contribution: This research contextualizes the ICM via the inclusion of religiosity, a key decision-making criterion in Arab nations and thereby enriching current ICM research. Empirical research on the role of religiosity on consumer behavior and service research is sparse, specifically in the context of hospitality technologies such as food delivery apps; this study addresses this particular gap utilizing data from Saudi Arabia, an emerging market.
Citation
Elgammal, I., Ravichandran, S., Osakwe, C.N. and Cheah, J.-H. (2024), "Summoning food at the push of a button: the interplay of religiosity, involvement and commitment in post-adoption behaviors", Journal of Islamic Marketing, Vol. 15 No. 12, pp. 3596-3620. https://doi.org/10.1108/JIMA-04-2023-0120
Publisher
:Emerald Publishing Limited
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