What motivates consumers’ continued usage intentions of food delivery applications in post-COVID-19 outbreak? Comparing Generations X, Y and Z

Abstract

Purpose Food delivery applications (FDAs) are becoming more and more well-liked across Generations X, Y and Z, with Asia experiencing the biggest growth. These three generations of consumers have distinct views toward using FDAs because they were influenced by various social environments, cultures and experiences. Therefore, marketers ought to present customers with various values. The purpose of this study is to investigate how the theory of consumption values (TCV) affects the intention of various generational cohorts to continued usage intentions. Design/methodology/approach Online surveys were distributed to 745 Thai customers who had previously ordered meals from FDAs to collect information. The data were analyzed using partial least squares structural equation modeling and multigroup analysis. Findings Results reveal that there are significant differences among Generations X, Y and Z, while emotional value is insignificant. Generation X is concerned about functional and conditional value, whereas Generation Y expresses the highest concern on epistemic and social value. Meanwhile, Generation Z pays attention to epistemic, functional and social value. Originality/value The novelty of this study contributes to TCV affecting the different FDAs consumption value among Generations X, Y and Z, while the previous research only focused on gender and age difference, and this study firstly combines FDAs with TCV to predict the consumers’ intention to continuously use FDAs in the post-COVID-19 outbreak.

Examining the influence of functional value, social value and emotional value on purchase intention for tires in Japan

“…These emotional connections, as revealed by various studies, not only influence immediate purchasing decisions but also contribute to long-term brand loyalty and readiness for future market dynamics. On the other hand, studies have also shown that emotional value does not impact consumer behavior (Rungruangjit and Charoenpornpanichkul, 2023). Therefore, this study proposes the following hypothesis:…”