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Purpose This research aims to uncover the multifaceted determinants of Generation Z (Gen Z) consumers’ intentions to use Online Food Delivery Apps (OFDAs) using an extended Unified Theory of Acceptance and Use of Technology 2 (UTAUT2) model by integrating additional constructs such as information quality, price and time-saving, congruity with self-image and online ratings. Design/methodology/approach Data were collected through a survey from 389 Gen Z respondents who had used OFDAs in the past six months. To check for bias, the Harman one-factor test was conducted. SmartPLS version 4.1.1.5 was employed to conduct confirmatory factor analysis and structural equation modeling to validate and test the proposed model. Findings Price and time-saving orientations, performance expectancy, congruity with self-image and hedonic motivation emerged as significant predictors of attitude. Online ratings positively moderated the attitude-intention relationship. Research limitations/implications The findings emphasize the importance of tailoring OFDA strategies to Gen Z's value-driven approach. Platforms must prioritize cost-effectiveness, time efficiency, personalized experiences, and leverage online ratings to build trust and foster long-term relationships with this influential demographic. Originality/value The proposed research model offers novel and comprehensive insights into the interplay of cognitive, affective and social factors shaping OFDAs’ usage intentions among this tech-savvy cohort.
Kanika et al. (Wed,) studied this question.