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Abstract

This research examines the issues that influence the behavioral intention of Gen Z customers to utilize online food delivery (OFD) services. This research focuses on the specific demographic of Gen Z clients who currently use online food delivery applications. In this regard, structural equation modeling (SEM) was employed to analyze the data collected from respondents. A purposeful sampling approach was used due to the characteristics of the research object. The findings demonstrate that convenience, hedonic motivation, indifference to the dining environment, service availability in unconventional hours, and time-saving significantly affect Gen Z customers' intention to choose OFD service. Therefore, this study might be crucial for app distribution operators, governmental and non-governmental entities, enterprises, and scholars to formulate policies and strategies that foster consumer engagement at a collective level. Finally, the findings of the present study provide valuable information for entrepreneurs and policymakers seeking to develop similar services.

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Online Food Delivery (OFD) Service Gen Z Customers Structural Equation Modeling (SEM)

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Mishad, N.-A.-A., Rana, M. S., Sharmin, S., Islam, S. N., & Ali, M. M. (2026). Motivating Factors Influencing Gen Z’s Preference for Online Food Delivery Over Restaurant Visits. Golden Ratio of Marketing and Applied Psychology of Business, 6(2), 566–580. https://doi.org/10.52970/grmapb.v6i2.1868
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