Gen Z Customers’ Continuance Intention in Using Food Delivery Application in an Emerging Market: Empirical Evidence from Vietnam

Tuan Duong Vu (), Hoang Viet Nguyen, Phuong Thao Vu (), Thi Hoang Ha Tran and Vu Van Hung
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Tuan Duong Vu: Faculty of Business Administration, Thuongmai University, Hanoi 100000, Vietnam
Hoang Viet Nguyen: Board of Rectors, Thuongmai University, Hanoi 100000, Vietnam
Phuong Thao Vu: Faculty of Economics and International Business, Thuongmai University, Hanoi 100000, Vietnam
Thi Hoang Ha Tran: Faculty of Business Administration, Thuongmai University, Hanoi 100000, Vietnam
Vu Van Hung: Faculty of Political Theory, Thuongmai University, Hanoi 100000, Vietnam

Sustainability, 2023, vol. 15, issue 20, 1-16

Abstract: New business models integrated with technological advances like online food ordering platforms have been increasingly prevalent and are believed to bring significant value to customers. This study applied the theory of planned behaviour (TPB) to examine how several factors influence the continuance usage intention of Gen Z customers when using food delivery applications (FDAs). Results from the CB-SEM analysis reveal that personal innovativeness positively influences the attitude of Gen Z customers. Continuance usage intention is positively influenced by attitude, perceived usefulness of promotion, and subjective norm. On the contrary, perceived health risk is indicated as a significant barrier to the perceived usefulness of promotion and continuance usage intention of Gen Z customers. These findings suggested discussions and have implications for stakeholders such as researchers, technology providers, enterprises, and policymakers.

Keywords: food delivery application; sharing economy; theory of planned behaviour; personal innovativeness; continuance usage intention; perceived health risk; perceived usefulness of promotion; Gen Z; emerging market; Vietnam (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2023
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