Click, order, dine: unpacking Gen Z's use of OFDAs with key determinants and moderating role of online ratings

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.

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.

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.

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.

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.