Impact of Delivery Services on Consumer Behaviour in Restaurant Mobile Applications | Chapter 2 | New Ideas Concerning Arts and Social Studies Vol. 4

 

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

Transforming Medical Education: Active Learning Strategies Tailored for Generation Z | Chapter 8| Medical Science: Recent Advances and Applications Vol. 7

Adapting the medical curriculum to the needs of Generation Z may bridge the generational divides. Generation Z is the most diverse generation identified. With traits like tech-savviness, flexibility in learning, social relevance, creativity, self-expressiveness, predominant hands-on learners valuing practical skills, driven with immediate feedback, engaging learners, participatory, curious, collaborative, self-directed, preferring autonomy yet a short attention span, they demand comfortable, conducive learning environments that fulfil their learning goals. To create a more engaging environment, educators must transition from traditional instruction to facilitation. This manuscript discusses active learning strategies such as problem-based learning (PBL), team-based learning (TBL), flipped classrooms, and simulation-based activities, all of which align with the traits of Generation Z. By integrating these methods, the aim is to promote increased student participation, deeper understanding, and greater satisfaction for both learners and educators.

 

Author(s) Details

Krishnamurthy Soundariya
Department of Physiology, Sri Manakula Vinayagar Medical College and Hospital, Madagadipet, Puducherry-605107, India.

 

Deepika Velusami
Department of Physiology, Sri Manakula Vinayagar Medical College and Hospital, Madagadipet, Puducherry-605107, India.

 

Please see the book here:- https://doi.org/10.9734/bpi/msraa/v7/5792

The Role of Brand Awareness and Trust on Purchase Intent in Google Shopping Ads and Demographic Factor Influences among Millennials and Generation Z | Chapter 9 | Information Management and Technology: The Proceedings of the 10 th International Conference on Business and Management Dynamics (ICBMD), Edition 1

The proliferation of technology has given rise to novel marketing channels such as pay-per-click campaigns, social media advertising, and search engine optimisation. Google Shopping Ads is a format of Google Ads that enables e-commerce companies to promote their products directly in Google search results. The establishment of brand awareness and trust is a pivotal aspect of Google Shopping Ads, as it empowers enterprises to construct and market their brand within the consciousness of potential clientele, but there is a need for further research among young consumers. Millennials and Generation Z are more technologically advanced compared to older cohorts; digital and mobile technology and communications significantly influence their online shopping behaviour through their engagement with interactive marketing. Hence, the study investigates the effect of brand awareness and trust on purchase intent due to Google Shopping Ads among Millennials and Generation Z in South Africa, as well as the influence of Google Shopping Ads usage and demographic variables on purchase intent. The study employed a quantitative method and snowball sampling to collect data via an online questionnaire (self-administered) and survey, which resulted in the completion of 1 667 questionnaires. SPSS was used to analyse the data via confirmatory factor analysis and a generalised linear model. Significant findings revealed that brand awareness and trust showed a favourable association with purchase intent owing to Google Shopping Ads. A number of Google Shopping Ads usage (greater number of years, high frequency, and higher number of hours) and demographics (older age groups and lower education levels) variables were found to have a positive influence on purchase intent. Marketers could use keywords to efficiently identify audiences that display interest in products and services. Marketers should ensure that the Google Shopping Ads product and price information are analogous to their website plugins to mitigate differences, thereby fostering trust and promoting purchase intent. Hence, this study could assist marketers in understanding their target audience and delivering tailored messages using search engine platforms such as Google Shopping Ads, which could improve business performance and sustainability. Future studies could investigate alternative forms of sponsored search advertising and examine longitudinal and experimental methodologies for quantitative data collection.

 

Author (s) Details

 

Jaydi Charles
Cape Peninsula University of Technology, South Africa.

 

Rodney Duffett
Cape Peninsula University of Technology, South Africa.

 

Please see the book here:- https://doi.org/10.9734/bpi/mono/978-93-49238-37-4/CH9

The Influence of Emoji Digital Marketing and Demographic Factors on Generation Z’s Purchase Intention Decisions | Chapter 8 | Information Management and Technology: The Proceedings of the 10 th International Conference on Business and Management Dynamics (ICBMD), Edition 1

People's online interactions with one another have changed dramatically over the years. As digital technologies advanced, digital communications became an essential part of our daily lives, resulting in the development of new language forms such as emojis. Marketers have begun to use emoji digital marketing (EDM) to simulate digital interaction and purchase intention, especially among young customers. People refer to the Generation Z cohort as mobile prodigies due to their affinity for the digital world and their ability to express themselves through emojis. There is negligible research about emojis in South Africa, particularly considering the impact of emoji utilisation through digital marketing platforms. Accordingly, the study used the Technology Acceptance Model (TAM) to explore the effect of EDM on Generation Z's purchase intention through perceived ease of use and usefulness, as well as the impact of Generation Z’s emoji usage and demographic factors on purchase intention. This study employed linear regression (quantitative) analysis to examine the hypotheses, specifically following the descriptive research approach. This study utilised a non-probability sampling strategy that involved snowball sampling. The study used a self-administered questionnaire to gather data and assess the effect of EDM on purchase intention among a sample of 754 young consumers. The study found that perceived usefulness and perceived ease of use had a positive influence on purchase intention due to EDM, as well as various demographics (gender) and EDM usage (emoji usage frequency, emoji brand message engagement, online usage hours, and digital spending) factors. Marketers can incorporate emojis into engaging subject lines and distribute them through various digital applications. This method may assist organizations in distinguishing themselves from the competition, attracting attention, and enhancing their PI and digital expenditure. This study makes a noteworthy contribution to the expanding realm of EDM research by offering novel insights and enhancing comprehension of TAM attitudes towards and utilisation of emojis, and as the effect of EDM usage and demographic factors. Future research can reduce this study's limitations by using longitudinal research, different product categories and industries, structural equation modelling, and various countries and cohorts.

 

Author (s) Details

Mihlali Maraule
Marketing Department, Cape Peninsula University of Technology, South Africa.

 

Rodney Duffett
Marketing Department, Cape Peninsula University of Technology, South Africa.

 

Please see the book here:- https://doi.org/10.9734/bpi/mono/978-93-49238-37-4/CH8

YouTube's Impact on Gadget Buying Behaviors of Generation Z | Chapter 5 | An Overview on Business, Management and Economics Research Vol. 5

 This unit explores about YouTube's impact on Generation Z's purchasing behavior, surveying 200 shareholders to examine demographics, believing habits, and trust in YouTuber reviews. Results focal point YouTube's pivotal role; 51% base purchases on reviews, 82.5% find bureaucracy crucial, and 60% strongly trust YouTubers. Positive comments considerably impact interest, scoring 64.80. Factors influencing purchasers include product value (62.73%) and influencer credibility. These judgments stress ethical influencer cooperations and cost-effective marketing. As friendly media evolves, YouTube debris vital for brands connecting accompanying Generation Z.

Author(s) Details:

D. Ganesan,
Department of Management Studies, Sona College of Technology, Salem - 636005, India.

G. Jaiganesh,
Excel Instruments, Dias Industrial Estate, Sativali Naka, Vasai East, Palghar 401208, India.

Please see the link here: https://stm.bookpi.org/AOBMER-V5/article/view/12426