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

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.