From flow experience determinants to user behavior : a study on online food ordering platforms via mobile applications

This study examines the factors influencing users' flow experience in Vietnam related to online food ordering application platforms, thereby driving subsequent behavior. This study surveyed 720 participants using a structured questionnaire with a stratified sampling technique based on the market share of online food ordering applications in Vietnam. The collected data were analyzed using SmartPLS software with partial least squares structural equation modeling (PLS-SEM). The results of the data analysis demonstrated that time distortion has a more significant influence on flow experience than other factors in the model, including feedback, concentration, enjoyment, and perception of risk. The findings even showed that the perception of risk does not seem to be of much concern to users while they are participating in the experience flow. Furthermore, satisfaction with the experience process significantly affects the tendency to continue ordering on the application platform. The research results are then discussed, and theoretical and practical contributions are provided to online food-ordering platforms to enhance their experience and attract users to spend as much time as possible on applications.