WSEAS Transactions on Business and Economics
Print ISSN: 1109-9526, E-ISSN: 2224-2899
Volume 21, 2024
Determinants of Customers’ Intention to Use Online Food Delivery Services: A Study of Generation Z
Authors: Sena Erden Ayhün, Bi̇lge Çavuşgi̇l Köse, Erdal Aydin
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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Keywords: Generation Z, online food delivery services, behavioral intentions, tourism, management, technology acceptance model
Pages: 1642-1656
DOI: 10.37394/23207.2024.21.134
WSEAS Transactions on Business and Economics, ISSN / E-ISSN: 1109-9526 / 2224-2899, Volume 21, 2024, Art. #134