Determinants of Customers’ Intention to Use Online Food Delivery Services: A Study of Generation Z

Q3 Economics, Econometrics and Finance

WSEAS Transactions on Business and Economics Pub Date : 2024-07-26 DOI:10.37394/23207.2024.21.134

Sena Erden Ayhün, B. Köse, Erdal Aydın

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引用次数: 0

Abstract

The objective of the study is to investigate the determinants of the intention of Generation Z customers to use online food delivery services. In this direction, the study aimed to determine the structural relationships between perceived usefulness, perceived ease of use, price and time saving, hedonic motivation, attitude, and behavioral intention. PLS-SEM is used in research analysis. The sample consists of 428 Generation Z customers. Findings obtained as a consequence of the research revealed that perceived ease of use, price and time-saving benefits, and hedonic motivation have positive effects on consumers' attitudes towards OFD services, and in addition, consumers' attitudes towards OFD services have positive effects on their behavioral intentions as well. This research contributes to a more comprehensive understanding of the consumption experience of Generation Z. The findings guide the sectoral representatives to formulate accurate and effective management policies in online food delivery services by analyzing the behavioral intentions of Generation Z. The results are also likely to be beneficial for restaurant managers and entrepreneurs.

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顾客使用网上送餐服务意愿的决定因素：对 Z 世代的研究

本研究旨在调查 Z 世代顾客使用网上送餐服务意向的决定因素。为此，研究旨在确定感知有用性、感知易用性、价格和时间节省、享乐动机、态度和行为意向之间的结构关系。研究分析中使用了 PLS-SEM。样本由 428 名 Z 世代顾客组成。研究结果表明，感知到的易用性、价格和省时优势、享乐动机对消费者的外包类服务态度有积极影响，此外，消费者的外包类服务态度对其行为意向也有积极影响。本研究有助于更全面地了解 Z 世代的消费体验。研究结果通过分析 Z 世代的行为意向，指导行业代表制定准确有效的在线餐饮外卖服务管理政策。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

WSEAS Transactions on Business and Economics Economics, Econometrics and Finance-Economics and Econometrics

CiteScore

1.50

自引率

0.00%

发文量

180

期刊介绍： WSEAS Transactions on Business and Economics publishes original research papers relating to the global economy. We aim to bring important work using any economic approach to a wide international audience and therefore only publish papers of exceptional scientific value that advance our understanding of finances. The research presented must transcend the limits of case studies, while both experimental and theoretical studies are accepted. While its main emphasis is economic, it is a multi-disciplinary journal and therefore its content mirrors the diverse interests and approaches of scholars involved with the international dimensions of business, economics, finance, history, law, marketing, management, political science, and related areas. It also welcomes scholarly contributions from officials with government agencies, international agencies, and non-governmental organizations.