Factors influencing online fast-food ordering intension among millennials and generation z–evidence from Sri Lanka

Abstract

The fast advancement of information and communication technology, and increased Internet penetration, have altered the nature of consumers’ everyday activities with a majority of offline activities switching to online activities. This is a common occurrence across the commercial sector, and the fast-food industry is no exception. Although this area of online fast-food ordering has been researched by many academics, fewer studies have been conducted in the Sri Lankan context. As a result, this study aims to bridge the knowledge gaps and make suitable recommendations for increasing the quality of online fast-food ordering. In this study convenience, website quality, quality of food, and social influence have all been identified as factors that impact online fast-food ordering, whilst consumer satisfaction serves as a mediating variable. Findings from 384 respondents aged 20 to 40 years old residing in the western province, Sri Lanka revealed that website quality is the most influential element while convenience has no influence on online fast-food ordering intentions. Customer satisfaction was also discovered to mediate the relationship between website quality, quality of food, and online fast-food ordering intention, as well as social influence and online fast-food ordering intention. Finally, premised on the discussions, recommendations have been made in the areas of promotion, food delivery, food quality, website design, and advertising.