DETERMINANTS OF FOOD DELIVERY PURCHASE DECISIONS AMONG GENERATION Z CONSUMERS IN UDONTHANI
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Abstract
This study aimed to (1) examine the goodness-of-fit of a causal relationship model of factors influencing Generation Z consumers’ decisions to purchase food delivery services in Udonthani, and (2) investigate the effects of service convenience, brand awareness, personal values, and lifestyle on their purchasing decisions. The sample comprised 387 Generation Z consumers residing in Udonthani, selected through multistage sampling. Data were collected with questionnaire and analyzed employing descriptive statistics, confirmatory factor analysis (CFA), and path analysis (PA).
The findings illustrate that the developed causal relationship model demonstrated a good fit with the empirical data and was able to explain a substantial proportion of the variance in food delivery purchase decisions (R² = 0.77). Notably, lifestyle (DE = 0.64, p < 0.01), service convenience (DE = 0.20, p < 0.01), and personal values (DE = 0.09, p < 0.05) exerted significant positive direct effects on purchasing decisions. However, brand awareness did not have a significant direct effect.
In conclusion, Generation Z consumers' food delivery purchase decisions are significantly driven by lifestyle, service convenience, and personal values. These findings offer practical implications for food delivery operators, particularly in designing flexible platforms and streamlined service interfaces that align with the fast-paced, technology-oriented lifestyle of this consumer segment. For future research, investigating mediating variables such as brand loyalty and user experience is recommended, as these may clarify the indirect role of brand awareness on purchase decisions — an aspect not fully explained in the current study.
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บทความที่ได้รับการตีพิมพ์เป็นลิขสิทธิ์ของคณะวิทยาการจัดการ มหาวิทยาลัยราชภัฏอุดรธานี
ข้อความที่ปรากฏในบทความแต่ละเรื่องในวารสารวิชาการเล่มนี้ ไม่ใช่ความคิดเห็นและความรับผิดชอบของผู้จัดทำ บรรณาธิการ กองบรรณาธิการ และคณะวิทยาการจัดการ มหาวิทยาลัยราชภัฏอุดรธานี ความรับผิดชอบด้านเนื้อหาและการตรวจร่างบทความแต่ละเรื่องเป็นความคิดเห็นของผู้เขียนบทความแต่ละท่าน
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