Publication: What motivates consumers’ continued usage intentions of food delivery applications in post-COVID-19 outbreak? Comparing Generations X, Y and Z
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Issued Date
2024-01-18
Resource Type
ISSN
15587894
eISSN
15592243
Scopus ID
2-s2.0-85177093527
Journal Title
Journal of Asia Business Studies
Volume
18
Issue
1
Start Page
224
End Page
251
Rights Holder(s)
SCOPUS
Bibliographic Citation
Journal of Asia Business Studies Vol.18 No.1 (2024) , 224-251
Suggested Citation
Rungruangjit W., Charoenpornpanichkul K. What motivates consumers’ continued usage intentions of food delivery applications in post-COVID-19 outbreak? Comparing Generations X, Y and Z. Journal of Asia Business Studies Vol.18 No.1 (2024) , 224-251. 251. doi:10.1108/JABS-06-2023-0234 Retrieved from: https://hdl.handle.net/20.500.14740/20184
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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.