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.
Author(s)
Details
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.
Please see the book here:- https://doi.org/10.9734/bpi/nicass/v4/5866
No comments:
Post a Comment