The Impact of Functional, Social Status, and Preference Values on Generation Z’s Purchase Intention Toward Food Delivery Apps : the Moderating Role of Online Reviews

Chai, Yan Qi and Chan, Ruey Nie and Chin, Ee Hxuan and Yong, Chu De (2026) The Impact of Functional, Social Status, and Preference Values on Generation Z’s Purchase Intention Toward Food Delivery Apps : the Moderating Role of Online Reviews. Final Year Project (Bachelor), Tunku Abdul Rahman University of Management and Technology.

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Abstract

This study investigates the influence of functional value, social status value, and preference value on consumers’ purchase intentions when using Food Delivery Apps (FDAs), with online reviews examined as a moderating factor. Grounded in the Theory of Consumption Values (TCV), the research explores how practical benefits, perceived social image, and promotional offerings shape consumer behavior, particularly among Generation Z users. Additionally, the study evaluates how online reviews, specifically their credibility and relevance strengthen or weaken these relationships. A quantitative research design was employed, and data were collected through an online survey administered to 200 Malaysian Generation Z respondents who actively use FDAs. Data were analyzed using SPSS and SmartPLS to assess reliability, validity, and the relationships among variables. The findings reveal that functional value and preference value have significant positive effects on purchase intention, indicating that practical benefits and promotional incentives strongly influence the decision to use FDAs. However, social status value showed not significant with purchase intention, suggesting that FDA usage is not perceived as a symbol of social prestige among Gen Z. Furthermore, online reviews significantly moderate the relationships between functional value and purchase intention, as well as preference value and purchase intention, enhancing their effects when reviews are perceived as credible and informative. However, the moderating effect of online reviews on the relationship between social status value and purchase intention is not supported. The study contributes to theoretical understanding by extending TCV within the digital food service context and emphasizing the critical role of online reviews. Practically, the findings offer insights for FDA platforms and marketers to focus on improving functional performance, offering attractive promotions, and enhancing the high-quality online review systems to strengthen consumer trust and purchasing behaviour.