Determinants of Customers’ Intention to Use Online Food Delivery

Services: A Study of Generation Z

SENA ERDEN AYHÜN1,a, BİLGE ÇAVUŞGİL KÖSE2,b, ERDAL AYDIN3,c,

1Management and Organization Department,

Çanakkale Onsekiz Mart University,

Çanakkale Vocational School of Social Sciences,

TURKEY

2Recreation Management Department,

Faculty of Tourism,

Çanakkale Onsekiz Mart University,

TURKEY

3Business Management Department, Biga Faculty of Economics and Administrative Sciences,

Çanakkale Onsekiz Mart University,

TURKEY

aORCiD: https://orcid.org/0000-0003-0142-1344

bORCiD: https://orcid.org/0000-0001-8646-4401

cORCiD: https://orcid.org/0000-0001-7644-831X

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.

Key-Words: - Generation Z, online food delivery services, behavioral intentions, tourism, management,

technology acceptance model.

Received: November 25, 2023. Revised: June 2, 2024. Accepted: June 29, 2024. Published: July 26, 2024.

1 Introduction

Online food delivery (OFD) platforms are one of the

systems that are significantly affected by e-trade and

the use of the Internet aimed at conducting online

transactions. Processes experienced within the

framework of digitalization enabled customers to

realize online shopping, online banking,

telecommuting, and even online food orders

whenever and wherever they desire, [1]. The

outbreak of the COVID-19 pandemic in 2020

exacerbated the need of food and beverage

enterprises for information and communication

technologies, as in many sectors The COVID-19

pandemic forced businesses to face new and

complex challenges, while profoundly altering

customers' purchasing behavior and methods. In this

context, new laws, regulations implemented, and

repeated lockdowns seriously affected the practices

of restaurant and catering enterprises as well. In the

face of COVID-19 quarantines worldwide, most

restaurants and catering enterprises have started to

implement OFD services in food ordering and

delivery services, [2]. As a consequence of the

COVID-19 pandemic, which had profound impacts

on all economic fields, the nature of the

conventional business world changed fiercely.

Restaurants started to place emphasis on delivery

and takeout services, which eventually became key

drivers of revenue and sales growth. Food retailers

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and manufacturers began to attach increased

importance to technological innovations that would

enable progress in this ever-evolving environment.

In parallel with the COVID-19 outbreak, OFD

processes are becoming increasingly used, [3].

Along with the rise of online platforms, today,

the food industry has experienced a process of

remarkable metamorphosis while revolutionizing

the ways of satisfying consumers' cravings for food

and beverages. The food industry has faced a

significant transformation following the

popularization of online platforms that fascinate the

technology enthusiast generation Z, [4]. Generation

Z is conceptualized in conjunction with mobility,

social networks, and digitalization. In the context of

consumption patterns, Generation Z treasures

consuming unique, unlimited, and ethical products.

Another characteristic of Generation Z members is

that they interact with the newest technology every

day, [5]. To put it another way, the superiority of

Generation Z in the use of technology affects the

way they access information as well as their

shopping behaviors. The behavior of this generation

to use OFD service apps is an indicator of this

situation, [6]. OFD services have gained worldwide

popularity among Generation Z. Generation Z

individuals find ordering through OFD service

providers smart and convenient. Research shows

that young people prefer to order food online on a

weekly basis, while some prefer to order it daily.

Similarly, young people are well-informed about

these food delivery systems and trust online

payment systems, [7].

This study aimed to determine the factors

affecting the intention to use OFD services of

Generation Z consumers, which stands out as a

customer group to which businesses attach

importance for increasing their profitability while

making it sustainable. [8], claim that there is

restricted research conducted on behavioral

intentions towards OFD services. The number of

businesses offering OFD services, a sector that is

gaining momentum all over the world due to

technological advances and the Covid-19 pandemic,

has been gradually increasing in Turkey as well.

Turkish enterprises operating in this sector have

shown a continuous growth trend and have acquired

the capabilities to be active in the international

market. The pace of progress exhibited by the sector

has made it attractive for enterprises in different

branches of electronic commerce (such as

Trendyol/Hepsiburada) to canalize the OFD

services. In fact, the country's largest retail company

started offering OFD services in June 2022 [9],

which is a great indicator of the prominence of this

market segment in Turkey. On the other hand,

Generation Z is the primary generation contributing

to the explosion of online shopping today.

According to the studies in the literature, it is found

out that the two most crucial factors that determine

the online shopping behavior of the young

generation are price and ease of service, [10]. When

the literature is analyzed, it is noteworthy that the

consumption behaviors of Generation Z are studied

in areas such as tourism and accommodation [11],

digital marketing [12], sustainable food [13], luxury

brands [14], and digital banking [15]. While

research on OFD services of Generation Z often

focuses on service quality and customer satisfaction

[7], [16], [17], [18], it is understood that research on

the factors affecting the purchasing behaviors of

OFD services of this generation is still limited. In

light of all this information, this study will

contribute to the relevant literature by enabling a

more comprehensive understanding of the

consumption experiences of Generation Z in the

context of OFD services. In addition, the practical

contribution of the study is to provide industry

representatives with insight into the development of

accurate and effective management policies by

analyzing the behavioral intentions of Generation Z

towards this rapidly growing sector.

2 Literature Review

2.1 Perceived Usefulness and Perceived Ease

of Use

Perceived usefulness (PU), defined as “the degree to

which a person believes that technology enhances

job performance, is an important precursor of the

user's acceptance of technology”, [19]. Perceived

ease of use (PEOU) is explained as “the degree to

which a person believes that using a particular

system will not require effort”, [20]. PU and PEOU

are effective antecedents that shape users' attitudes

and behavioral intentions [21] and [22]. It can be

claimed that both constructs enable attitude to have

an influence on behavior, which then leads to

behavioural intention, [23]. The studies conducted

in the literature have shown that if it is relatively

easy to use a system, individuals could be more

willing to learn about its features, [24], however, the

more difficult it is to use a technology, the lower the

interest of individuals in using it and the slower it

will be adopted by individuals, [25]. On the other

hand, [26] discovered that PEOU had the greatest

influence on attitude. Moreover, [27] found out that

PU and PEOU in OFD services had significant and

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positive relationships with consumers' purchase

intentions. Furthermore, [28] determined that only

PEOU had a positive and significant impact on the

trust of OFD service users. Thus, we proposed the

following hypotheses:

H1: PU has a significant impact on consumers’

attitudes towards OFD services.

H2: PEOU has a significant impact on consumers’

attitudes towards OFD services.

2.2 PriceSaving Benefit

Price can determine the willingness of the customers

to pay and their perceptions of OFD services, [29].

Price-saving orientation is a set of habitual and

routinized money-saving actions that the customer

exhibits consistently, as an individual difference,

[30]. Price-saving benefits (PSB) can be achieved

through loyalty programs, cashback, rewards, and

discounts implemented by the businesses. Such

price-saving programs have led to the increasing

popularity of OFD services in food purchases, [31].

The price perception of customers in online

environments is formed by comparing the prices

determined by various sellers. Monetary incentives

of OFD services, such as discounting the fee for

their customers during this service and sending

additional free products to the order, play a key role

in achieving customer satisfaction for OFD services,

[32]. OFD services offer favorable deals in terms of

price, especially for university students, through

websites or various applications. Also, going to a

restaurant adds additional transportation costs,

which generally increases the cost of eating out,

[33]. [34], reported that price-saving direction had a

positive relationship and a significant impact on

attitude in relation to OFD service. In addition, [27].

determined that there is a significant and positive

correlation between price saving and consumers'

purchase intentions in OFD services [35] also found

that the previous OFD purchase experience of

Generation Z affected the price-saving orientation.

Therefore, we proposed the following hypothesis:

H3: PSB has a significant impact on consumers’

attitudes to the OFD services.

2.3 Time-Saving Benefit

The difficulty of shopping from physical spaces

such as stores and shopping malls leads to saving

time thanks to online purchasing processes and

people showing more interest in maintaining this

form of service, [36]. Changing consumer lifestyles

and the problem of time make it even more difficult

for consumers to experience shopping from physical

spaces such as stores and shopping malls.

Consumers provide time-saving benefits (TSB) with

the intention of "buying time" while turning to

online shopping, [37]. When compared to visiting a

restaurant and waiting in line, OFD systems have

time-saving benefits, [38]. It is clear that in the

modern world, individuals experience time

constraints in terms of their daily activities.

Therefore, individuals tend to consider alternatives

that will enable them to save time and complete

their work with less effort. In this context, the time-

saving benefit is recognized as one of the most

crucial factors that direct people to online

purchasing behavior, [39]. Generation Z tends to

prefer instant and quick shopping experiences, [35].

When individuals realize that there is insufficient

time to do day-to-day tasks, they will seek

alternatives to save time. Spending time eating out

is considered a time-consuming and luxurious

activity. Especially university students prefer OFD

services that deliver food to customers on time, as

these services undertake the mission of acting fast in

their delivery processes. In this sense, the studies in

the literature claim that saving time is the main

determinant of OFD services, [40]. [41], stated the

positive effect of time-saving orientation on

behavioral intention. [41], indicated that time-saving

direction had a positive relationship and a

significant impact on attitude in relation to OFD

services. Hence, we proposed the following

hypothesis:

H4: TSB has a significant impact on consumers’

attitudes to the OFD services.

2.4 Hedonic Motivations

The impact of technological advances leads to the

inclusion of a different sector in digitalization

processes day by day. In terms of marketing

strategies, this condition necessitates the

examination of the relations between enterprises in

the digital world and their customers. Accordingly,

it is seen that various models have emerged in the

literature that aims to determine the effects of

technology on consumer behaviour. One of these

models is the Unified Theory of Acceptance and

Use of Technology 2 (UTAUT2) model. Unlike

previous models, the model proposed by [42] has

different constructs. One of these constructs is

named hedonic motivation. In the simplest form,

hedonic motivation (HM) is defined as "fun or

pleasure felt from using a technology". The

construct reflects the idea that if the use of

technology is pleasurable and fun, users can enjoy

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using it, [43]. It is believed that this construct has a

positive impact on the adoption of recent

technology, and it is also proven to be a factor

affecting consumer behavior in the adoption of a

certain technology, [44]. In addition, it is argued

that hedonic motivation will be more effective in

technology services and/or applications in which

consumers are voluntarily engaged, [45]. The

research conducted on mobile food ordering

practices, [46] confirmed that HM has a significant

impact on both e-satisfaction and ongoing intention.

Besides, [47] found out that HM has the highest

impact on customer satisfaction for the enterprises

offering OFD services. Thus, we proposed the

following hypotheses:

H5: HM has a significant impact on consumers’

attitudes to the OFD services.

2.5 Attitude towards OFD services

Attitude (ATT) refers to “an individual's positive or

negative thoughts towards any object or person”,

[48]. In other words, attitudes are a learned

predisposition to treat a particular object or person

in a positive or negative way. At the same time,

attitudes are learned and have an impact on

purchasing behaviors as well, [49]. According to

TAM, general beliefs rather than explicit beliefs are

thought to play a key role in shaping attitudes

toward using a certain technology, [50]. [51], are of

the opinion that the attitude towards technology will

be determined by the PEOU. According to [52] PU,

PEOU, saving of time, and ordering costs are the

determinants of OFD services. [53], stated that

attitude and perceived value towards OFD services

have a positive impact on consumer's intention to

use these services continuously. On the other hand,

behavioral attitude is related to customer

experience. Customers, who are subject to a positive

experience, are more likely to embrace OFD. A

customer in favor of limiting personal interaction

with others may be willing to prefer online

takeaway services, [54]. [50], determined that there

is a positive relation between the intention to buy

food online and attitudes. Similarly, [55] explained

that attitudes towards online delivery influence

consumers' behavioral intentions. In summary,

consumers will develop a cheerful outlook online

food ordering services since these services could

facilitate the daily lives of consumers, and these

consumers will continue to buy the products in

question, [56]. Hence, we proposed the following

hypotheses:

H6: ATT positively influences the behavioral

intention to use OFD services.

2.6 Behavioural Intentions

Behavioral intention (BI) refers to the individual's

likelihood of acting in the future or the customer's

tendency to be involved in the system, [54].

Behavioral intention will influence individual

preference for adopting or not adopting OFD in the

future, [39]. [8], identified that there is a

relationship between attitude and behavioral

intention towards the use of OFD services and

hedonic motivation, price, and time-saving benefits.

[51], remarked that attitude and behavioral intention

towards OFD practices are determined by the

perception of usefulness, and practicality is, on the

other hand, affected by external factors such as HM

and TSB. [57], stated that positive online comments,

PU, and food safety awareness positively affect the

purchasing behavior for OFD services. [58],

indicated that customer satisfaction has a strong

positive impact on behavioral intentions toward the

use of OFD services. [59], put forward that factors

influencing the consumer intention to use online

food ordering services involve usefulness, ease of

use, and consumer enjoyment. [60], clarified the

relationship between PU, PEOU, PSB, TSB, and

intention to use online food services.

Fig. 1: Conceptual Model

3 Methodology

The theoretical framework of the study was

designed based on the Technology Acceptance

Model (TAM). OFD services are considered a

contemporary and inventive way to buy food and

stand out as a key technology that meets the social

and personal needs of consumers, [61]. Many

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researchers have utilized the TAM in OFD and

examined the factors affecting consumers' attitudes

towards behavioral intention to use a technology

[50], [62], [63], [64]. TAM suggests that perceived

ease of use and perceived usefulness together

determine attitude, leading to the intention to use a

new system or technology, [26]. On the other hand,

there are studies on OFD services that include time

and price-saving variables as well, [8], [41], [60].

Accordingly, the variables of price saving and time-

saving benefit in the [65] attribution theory were

added to the study with the aim of investigating the

way price and time factors affect consumer

behaviors. Moreover, [50] argues that hedonic

motivation in the tourism industry is a critical factor

affecting the service quality assessment of

customers. In the research conducted, the authors

revealed that the more consumers believed that

using OFD services was exciting, fun, and

enjoyable, the more positively they favored those

services. Therefore, the present study added the

hedonic motivations variable to the research design

in line with the understanding that it is important to

enjoy while receiving service from the OFD

companies (Figure 1).

The authors of this study, investigating the

determinants of Generation Z customers' intention to

use OFD services in Turkey, adopted a quantitative

method in which a cross-sectional research design is

applied. In this direction, the study aimed to

determine the structural relationships between PU,

PEOU, price and time saving, hedonic motivation,

attitude, and behavioral intention. As part of the

study, a questionnaire form was formulated based

on the findings and theory obtained because of the

literature review. There are a total of twenty-three

items in the questionnaire form used in the study.

The items of PU (3 items), PEOU (3 items), PSB (3

items), and TSB (3 items) in the questionnaire were

adapted from the study of [62]. The items of

hedonic motivations (3 items) and attitude to the

OFD services (4 items), on the other hand, were

adapted from the study of [9]. Lastly, four items

were adapted from the study of [66] to measure

behavioural intentions. Participants were asked to

respond to these items within the framework of a 5-

point Likert scale. The questionnaire also included

questions about the socio-demographic information

of the participants.

The scope of the current study involves

Generation Z consumers. According to the

literature, those born in 1995 and after are called

Generation Z, [67]. However, the population

consists of Turkish citizens between the ages of 18-

27, who use OFD services, since it is foreseen in the

research that the participants should have access to

the payment system in OFD services. In the study,

the data were collected through a convenience

sampling method by answering an online

questionnaire developed on the Google Forms

platform. Before the participant starts to answer the

questionnaire, they are required to read the cover

letter that informs them of the purpose of the study.

The cover letter includes a description of OFD

services and the names of enterprises operating in

Turkey. In addition, the participants were informed

that the questionnaire was for academic purposes.

Moreover, it was verified by the research expert

before the implementation of the online

questionnaire and then pre-tested with twenty-five

participants before the last questionnaire was

created in the Google Forms. The online

questionnaire application remained open for the

answers from 1-31 May 2023 and 428 utilizable

questionnaires were retrieved.

4 Results

4.1 Respondents’ Profile

Information on the demographic characteristics of

the respondents in the study is given in Table 1.

Table 1. Socio-Demographic Information

Item

Description

Freq.

%

Gender

Female

244

57

Male

184

43

Total

428

100

Working

Status

Student

250

58

Working

178

42

Total

428

100

Marital

Status

Single

380

89

Married

48

11

Total

428

100

Average

monthly

expenditure

10$ and less

56

13

11$-20$

92

22

21$-30$

91

21

31$ and more

189

44

Total

428

100

Frequency of

ordering

Sector Type

Once per month

57

13

Twice per month

51

12

Three times per month

92

21

Four times per month

and above

228

54

Total

428

100

When Table 1 is analyzed, it is understood that

the majority of the participants are female (57%),

their marital status is single (89%), and their

education life continues (58%). Also, it was

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determined that the participants spent an average of

31$ or more on OFD services. Finally, it was found

that the frequency of ordering from OFD services of

the participants was four times or more per month.

4.2 Analysis of the Research Design

SmartPLS 4.0 was used to evaluate the research

model using Partial Least Squares (PLS-SEM).

PLS-SEM analysis is preferred in exploratory

studies and complex and multilayer models. In

addition, this analysis is not parametric like

regression and there is no assumption of normal

distribution, [68]. PLS-SEM has recently become a

frequently used tool in multivariate analyses in the

tourism literature, [69]. In addition, the SmartPLS

program can include single or two-item variables in

the analysis and can analyzed with small samples,

[70]. Because of these characteristics, it has gained

popularity in marketing research in recent years

[71].

4.3 Assessment of the Measurement Model

In SmartPLS, analyses occur in two steps. In the

first step, the internal consistency reliability and

convergent validity values of the measurement

model are examined. For internal consistency

reliability, Cronbach's alpha, and Composite

Reliability (CR) values must be over 0.70. For

convergent validity, the outer loading value must be

at least 0.708 and the Average Variance Extracted

(AVE) value must be greater than 0.50, [72]. Thus,

all the variables are valid. Table 2 reports the

corresponding results.

According to [70], it should be calculated

whether the factor loads of the indicators in the

model are statistically significant after performing

the validity and reliability tests. In the study, the p

value of the Perceived usefulness variable was

removed from the research design because it was

greater than 0.05 in the resampling analysis for the

factors. Therefore, the H1 hypothesis was not

evaluated.

In the SmartPLS program, there are three

reports used to determine discriminant validity.

These are, respectively, cross-loadings, the Fornell-

Larcker criterion, and the HTMT ratio. The first of

these is the control of cross-loadings. Cross-

loadings occur when a variable shows loadings on

multiple factors. Cross-loading means that a

variable loads highly on a factor other than its main

factor. According to cross-loadings, if a cross-

loaded item is detected, it should be removed from

the measurement model, [70].

In the Intention variable, two items of this

variable were removed from the measurement

model because of the overlapping. After removing

cross-loaded items (overlapping), the evaluation of

the other two criteria can proceed. The first of these

is the method suggested by [73]. In this method, the

square root values of AVE must be higher than the

correlation coefficients in their own row and

column. The values in parentheses are the square

root AVE values of the scales. The second method

is the HTMT coefficients suggested by [74].

Tablo 2. Results of the assessment of the

measurement model

Constructs/Items

Outer

Loadings

HM α=0.859; CR=0.914; AVE=0.780

I believe it is fun to use OFD services.

0.868

I find it enjoyable to shop online through OFD

services.

0.892

Using OFD services is quite enjoyable.

0.889

PEOU α=0.781; CR=0.873; AVE=0.696

It's easy to find anything you want through

OFD services.

0.787

Interaction with OFD services is clear and

understandable.

0.855

It's easy to master navigating the OFD services.

0.859

PSB α=0.785; CR=0.875; AVE=0.700

OFD services help me save money.

0.814

OFD services offer cheap food deals.

0.844

Get my money's worth when using OFD

services.

0.851

TSB α=0.863; CR=0.916; AVE=0.785

Using an OFD service saves you time.

0.814

Using an OFD service helps me get things done

faster in the food-buying process.

0.931

It is important for me to process my order as

quickly as possible using the OFD service.

0.909

Attitude towards OFD services α=0.838;

CR=0.892; AVE=0.673

Purchasing food/beverages through OFD

services is a wise choice.

0.827

It is good to purchase food/beverages through

OFD services.

0.798

It is safe to purchase food/beverages through

OFD services.

0.841

Purchasing food/beverages through OFD

services feels rewarding.

0.815

Intention α=0.826; CR=0.8920; AVE=0.852

Will recommend others to use OFD systems in

the future.

0.921

OFD systems would be among my favorite

technologies.

0.925

According to this criterion, the average of the

correlations of all variables in the HTMT research is

the same. It expresses the ratio of the correlations

between the variable expressions and the geometric

averages. According to the authors, the HTMT

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value should be less than 0.90 for concepts with

similar content and less than 0.85 for concepts with

very different content. HTMT coefficients are

calculated between 0.443 and 0.860. It was

determined that discriminant validity was achieved

in the data set (Table 3).

Table 3. Discriminant Validity

F&L

Criterion

ATT

HM

BI

PEOU

PSB

TSB

ATT

(0.821)

HM

0.650

(0.883)

BI

0.583

0.464

(0.923)

PEO

U

0.694

0.585

0.477

(0.834)

PSB

0.655

0.602

0.358

0.556

(0.837)

TSB

0.719

0.673

0.497

0.711

0.600

(0.88

6)

HTMT

Criteria

ATT

HM

BI

PEOU

PBS

TMS

ATT

HM

0.761

BI

0.702

0.547

PEO

U

0.850

0.756

0.593

PSB

0.804

0.735

0.443

0.706

TSB

0.835

0.784

0.581

0.860

0.741

4.4 Structural Model

Following the acceptance of the validity and

reliability tests of the measurement model, the

structural model was analyzed (Figure 2). Among

the critical values that should be reported in the

structural model are measuring the explanatory

power of the model, the determination coefficient

R2, the effect size (f2) coefficient, and the VIF

(Variance Inflation Factor) coefficient are included

to ensure that there is no problem with multi-

collinearity between the variables. For the

calculation of the multi-collinearity, path

coefficients, R2, and impact size (f2) of the research

design the PLS algorithm was implemented. Table 4

shows VIF, R2, and f2 coefficients.

In the literature, it is stated that R2 values; 0.25

and more reflect a weak explanation rate, 0.50 and

more reflect a medium explanation rate, and 0.75

and more reflect a strong explanation rate.

Table 4. Research Design Coefficients

Variables

VIF

R2

f2

HM

ATT

towards

OFD

2.101

0.648

0.036

PEOU

2.174

0.096

PSB

1.816

0.093

TSB

2.647

0.078

ATT towards OFD

Behavioral

Intention

1.000

0.340

0.516

Similarly, the f2 coefficient; 0.02 and more is

regarded as low, 0.15 and more is regarded as

medium, and 0.35 and more is regarded as high.

Finally, it is emphasized that the VIF coefficient

should be below 5, [68]. When the R2 values were

analyzed, it was determined that 65% of the attitude

variable and 34% of the intention variable were

explained. Moreover, the impact size (f2)

coefficients were examined, and it was observed

that the attitude to the OFD services had a low level

of impact size, however, the behavioural intention

had a high level of impact size. Lastly, within the

acceptable scope without significant multi-

collinearity issues (VIF <5). (Table 4).

Structural model significance was assessed

through path coefficients, t-values, and standard

errors. The hypotheses of the direct relationship of

this study were also analyzed through the

bootstrapping procedure in Smart PLS 4, [75].

Bootstrapping was used to assess the

significance of the PLS path coefficient with 5,000

subsamples of size 428. Direct effect coefficients

calculated with the resampling method are presented

in Table 5.

Fig. 2: Structural Equation Model

Accordingly, it is understood that HM has

positive impact on consumers' attitudes towards

OFD services (β=0.161; p<0.05), PEOU has

positive impact on consumers' attitudes towards

OFD services (β=0.271; p0.01), PSB has positive

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impacts on consumers' attitudes towards OFD

services (β=0.244; p<0.01), TSB has positive

impacts on consumers' attitudes towards OFD

services (β=0.269; p0.01), and consumers' attitudes

towards OFD services has positive impacts on

behavioral intentions (β=0.584; p<0.01). In light of

these outcomes, hypotheses 2, 3, 4, 5, and 6 of the

study were supported.

H2: PEOU has a significant impact on consumers’

attitudes towards OFD services.

Table 5. Research Design (Hypothesis Tests)

Variables

Standardized

β

Standard

Deviation

t Value

P Values

HM

Attitude

towards OFD

0.163

0.065

2.521

0.012

PEOU

0.271

0.058

4.704

0.000

PSB

0.244

0.065

3.735

0.000

TSB

0.269

0.065

4.147

0.000

ATT towards OFD

Behavioral

Intention

0.584

0.038

15.348

0.000

Within the framework of technology acceptance

models (TAM), perceived ease of use is a critical

factor for the acceptance and adoption of a service

or technology. Services that are easy to use are

adopted faster and more widely by consumers. In

this context, it has been revealed that the easier and

more understandable Generation Z consumers find

OFD services to use, the more positive their

attitudes towards these services are. In other words,

features such as user-friendly interfaces, simple

ordering processes, and fast access positively affect

Generation Z customers' perception of OFD

services. H3: PSB has a significant impact on

consumers’ attitudes to the OFD services.

H3: PSB has a significant impact on consumers’

attitudes to the OFD services.

Price savings increase the value the service

provides to consumers. Being able to access the

same or higher quality at lower costs helps

consumers develop a positive perception of the

service. In this context, when Generation Z

consumers can save money through OFD services,

they develop a more positive attitude towards these

services. In other words, price savings help

Generation Z customers find more economical

options and use their budgets more efficiently.

Considering that this generation is mostly students,

the importance of price savings increases even

more.

H4: TSB has a significant impact on consumers’

attitudes to the OFD services.

Nowadays, time is one of the most valuable

resources for people. Due to the busyness of work,

school, and/or daily life, many people struggle to

find time to cook and eat out. Here saving time

helps solve this problem. Online food delivery

services allow consumers to order the food they

want without having to spend time. This causes

Generation Z consumers to approach these services

with a more positive attitude and use them

frequently. In other words, time savings are an

important factor influencing Gen Z consumers'

attitudes towards online food delivery services.

H5: HM has a significant impact on consumers’

attitudes to the OFD services.

Hedonic motivation refers to behaviors driven

by the desire for pleasure and enjoyment. Since

Generation Z is a generation that has generally

grown up with digital technologies, online food

delivery services may be preferred by Generation Z

as a result of hedonic motivation. In addition,

Generation Z is often in search of variety and

innovation. Therefore, the use of online food

delivery services to enjoy and discover new flavours

may constitute the effect of hedonic motivation. In

addition, online food delivery services usually offer

user-friendly applications. Therefore, ordering food

through an easy application and facilitating the user

experience may contribute to Generation Z

consumers' positive attitude towards these services.

H6: ATT positively influences the behavioral

intention to use OFD services.

Online food delivery services are often offered

through user-friendly apps and ordering is easy.

Generation Z consumers prefer these services where

they can quickly order food and have it delivered to

their doorstep. In addition, Generation Z is often

looking for variety. The opportunity to try different

flavors and have new dining experiences encourages

Gen Z consumers to use these services. In addition,

Gen Z is a generation that has grown up with digital

technologies, and they see these technologies as an

integral part of their daily lives. Easily ordering

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food through an app can increase Gen Z consumers'

interest in these services. Therefore, Generation Z

consumers' positive attitudes toward using online

food delivery services may increase their intention

to use these services.

5 Discussion

The purpose of this study is to investigate the

determinants of the intention of Generation Z

customers to use OFD services in Turkey. In this

direction, the study aimed to determine the

structural relationships between PU, PEOU, PSB,

TSB, HM, attitude, and behavioral intention.

Accordingly, our study determined that PEOU had

positive impacts on consumers' attitudes towards

OFD services, and the H2 hypothesis was

confirmed. When we analyze the literature, it is seen

that [24] reported that if a system is easy to use,

individuals would be more willing to learn its

features, [26] indicated that PEOU has the greatest

impact on attitude, [27] reported that PEOU has a

meaningful and positive relation with consumers'

purchase intentions, [28] stated that PEOU has a

positive and meaningful impact on the trust of OFD

service users, [21] and [22] remarked that PEOU is

the effective antecedent that shapes users' attitudes

and behavioral intentions. In this context, we can

declare that the study findings are alike the results

obtained in the literature.

In the study, it was found that the price-saving

benefit had positive impacts on the attitudes of

consumers toward OFD services and the H3

hypothesis was confirmed. In the literature, [32]

claimed that monetary incentives could be important

elements of customer satisfaction regarding OFD

services. [33], argued that going to a restaurant adds

additional transportation costs, which generally

increases the cost of eating out. [41], reported that

the PSB has a positive relationship and a significant

impact on the ATT towards OFD service, [27]

found that there is a significant and positive

correlation between price saving and consumers'

purchase intentions in OFD services, and [35]

determined that the previous OFD purchase

experience of Generation Z affects the price saving

orientation. Therefore, it can be claimed that the

study findings are connate the results obtained in the

literature. It was determined that TSB had positive

impacts on the attitudes of consumers towards OFD

services and the H4 hypothesis was confirmed. The

literature [39] reported the positive impact of TSB

on behavioral intention, [40] indicated that time-

saving is the main determinant of OFD services,

[41] expressed that TSB has a positive relationship

and a significant impact on the ATT towards OFD

service. Thus, it can be stated that the study findings

are similar to the results obtained in the literature.

The study identified that HM had positive impacts

on consumers' attitudes towards OFD services and

the H5 hypothesis was confirmed. In the literature,

[44] found that HM has a positive impact on the

adoption of new technology, [46] determined that

HM has a significant impact on both e-satisfaction

and ongoing intention in the research conducted on

mobile food ordering applications, and [47]

similarly found out that HM has the highest impact

on customer satisfaction for the enterprises

providing OFD services. Thus, it can be stated that

the study findings are parallel to the results obtained

in the literature. Study findings determined that

consumers' attitudes towards OFD services had

positive impacts on their behavioral intentions and

the H6 hypothesis was confirmed. [53], reported

that attitudes towards OFD services and perceived

value have a positive impact on consumer's

intention to use them continuously, [48] noted that

there is a positive relation between the intention to

buy food online and attitudes, [55] also reported

that attitudes towards online delivery influence

consumers' behavioral intentions. Thus, it can be

stated that the study findings are allied to the results

obtained in the literature.

6 Conclusion

OFD service platforms are more popular than ever

thanks to the rise of the sharing economy, the

expansion of e-commerce, the promotion of third-

party payment options, and the expansion of the

stay-at-home economy. Consumers can connect to

local restaurants and food suppliers via websites or

applications of these enterprises offering OFD

services. Thanks to the quick search functions

offered by these websites or mobile applications,

today, consumers can put the foods they want to

order in their grocery trollies and take the delivery

from the specified locations. Similarly, consumers

can also use the smart tracking function to follow

the progress of their orders after placing an order. In

addition, enterprises offering OFD services can

record the preferences of the consumers [76]. On

the other hand, enterprises can offer different service

alternatives to consumers in their new orders

through all the data they collect. In other words,

they are adapting the data they collect to their

marketing efforts.

Understanding the factors affecting Generation

Z's intention to use OFD services, which is the main

subject of this study, is important in terms of

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attracting and retaining customers with unique

characteristics, such as Generation Z, to businesses.

OFD services perfectly match the digital lifestyle of

Generation Z. Understanding the factors that

influence Generation Z's intention to use OFD

services allows restaurants to improve their menu

options and services offered. Thus, restaurant

managers and entrepreneurs can diversify their

menus and improve their online ordering systems.

Moreover, identifying the factors affecting

Generation Z's intention to use OFD services

enables restaurant managers and entrepreneurs to

conduct competitive analysis. Thus, it is important

to understand how other restaurants cater to this

target group. Thus, restaurant entrepreneurs and

managers can gain a competitive advantage by

applying differentiation strategies. The results of

this research will provide guidance in developing

target marketing strategies for businesses providing

OFD services. It also helps other businesses whose

target audience is Generation Z to understand the

purchasing preferences of this generation. In other

words, the study results are informative for

practitioners in terms of developing marketing

strategies for Generation Z.

Additionally, this study adds in a number of

ways to the literature on management and tourism.

The study's findings offer current information on

Generation Z's beliefs and practices toward OFD

services. Furthermore, it offers fresh insights into

the ways in which variables like perceived ease of

use, cost and time savings, and hedonic motivation

impact perceptions of OFD services. Stated

differently, the findings of the study add to the

theoretical framework that helps explain how

Generation Z behaves when it comes to digital

services. The research findings in this context give

the study of generational variations more depth. In a

similar vein, the study offers fresh data to scholars

who want to carry out investigations pertaining to

consumer behavior theories generally (especially

technology acceptance models and hedonic

consumption theories).

The study has limitations. First, this research is

based on Turkish generation Z OFD consumers.

Attitudes towards OFD services may vary in

different countries or across different generations.

Another limitation of the research is that the

research data was obtained by the convenience

sampling method. In future research, the framework

of the present study can be expanded in terms of

different online applications within the tourism

industry. In addition, the research can be conducted

on different generation groups as well as taking

qualitative methods into consideration.

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lge Çavuşgi

l Köse, Erdal Aydin

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Contribution of Individual Authors to the

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lge Çavuşgi

l Köse, Erdal Aydin

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