An Extended Technology Acceptance Model of Generation Z’s Behavioral Intention to Adopt Online Food Delivery Services in Vietnam: A PLS-SEM Approach

Abstract

This study investigates the antecedents of Generation Z’s behavioral intention to adopt online food delivery (OFD) services through e-commerce platforms in Vietnam. Drawing on the Technology Acceptance Model (TAM) extended with elements of the Theory of Planned Behavior (TPB), the study examines how three contextual factors time-saving orientation, easy payment method, and social influence shape perceived ease of use and perceived usefulness and, in turn, attitude and intention to use OFD applications. A quantitative, exploratory design was adopted. Of 300 questionnaires distributed, 287 valid responses were retained and analyzed using partial least squares structural equation modeling (PLS-SEM) in SmartPLS. The results indicate that all nine hypothesized paths are statistically significant. Easy payment method exerts the strongest effect on perceived ease of use, whereas time-saving orientation and social influence exhibit comparatively weaker, though significant, effects on the two perception constructs. The extended model explains a moderate share of the variance in perceived ease of use, perceived usefulness, attitude, and intention. The findings suggest that food-and-beverage (F&B) firms should prioritize simplified payment systems, reinforce time-saving features, and leverage social-influence marketing to accelerate the adoption of OFD services, particularly in the post–COVID-19 environment.