Factors influencing the use of food delivery applications: an extension of the Technology Acceptance Model (TAM) with the moderating role of age generation

The growing popularity of food delivery applications (FDAs) has transformed how consumers, particularly in both developed and emerging countries, access food conveniently and efficiently. FDAs have also provided restaurants with an opportunity to boost revenue without increasing their seating capacity. Despite this trend, it is important to understand what drives FDA usage across generations. This study empirically discovers extended the Technology Acceptance Model (TAM) by including visibility, affordance value, and trust in application platform as additional variables. The present study adopted the use of Technology Acceptance Model (TAM) as the study framework. A quantitative approach was used, employing a survey with a cross-sectional time frame. A total of 270 responses were collected and analysed using descriptive statistics and PLS-SEM. This study aims to assess whether generations moderate the relationship between these factors and the actual usage of FDAs. Participants were recruited from two generations: younger and older. The findings revealed that generations did not significantly moderate any of the relationships, indicating that both groups responded similarly to the influencing factors. Perceived usefulness, visibility, affordance value, and trust in application platform were found to positively influence FDA usage, while perceived ease of use did not show a significant effect. These insights provide directions for future research and practical strategies in the food delivery industry.