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

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.