Impact of Delivery Services on Consumer Behaviour in Restaurant Mobile Applications
Ryan T. Liba *
College of Tourism and Hospitality Management, University of Santo Tomas, Manila, Philippines.
Danielle Mae A. Besas
College of Tourism and Hospitality Management, University of Santo Tomas, Manila, Philippines.
Gian Carlos M. Mejia
College of Tourism and Hospitality Management, University of Santo Tomas, Manila, Philippines.
Bryan Ruperth A. Pangilinan
College of Tourism and Hospitality Management, University of Santo Tomas, Manila, Philippines.
Catherine Kalel O. Rivera
College of Tourism and Hospitality Management, University of Santo Tomas, Manila, Philippines.
Jewel L. Villamin
College of Tourism and Hospitality Management, University of Santo Tomas, Manila, Philippines.
*Author to whom correspondence should be addressed.
Abstract
Generation Z has been profoundly shaped by the advancement of technology, making them highly reliant on digital platforms for fulfilling both their needs and wants, including food purchases. This study seeks to identify the factors that influence the target respondents' purchasing decisions and their reactions to using Mobile Delivery Applications. This study aims to identify the influence of the three determinants, such as Attitude Towards Behaviour, Subjective Norms, and Perceived Behavioural Control, on the consumer's behavioural intention when using Mobile Delivery Applications. A Descriptive quantitative research method was used to determine the level of agreement of every determinant, behavioural intention, and the overall result towards consumer buying behaviour upon using Mobile Delivery Applications. A survey questionnaire was constructed and answered by 140 university students in different year levels.
The findings revealed that all three determinants had a positive, albeit negligible influence on the behavioural intention of the consumer. This study provides useful insights for restaurant managers, mobile app developers, and marketers. This study can be a guide for them as a reference to infer the results to the mobile application developers, and that would help them in generating more revenue, following the consumer's preferences based on this study.
Keywords: Consumer buying behaviour, mobile application, restaurant industry, delivery service, word of mouth, generation Z