Understanding young urban professionals' food mobile delivery application choices: Role of convenience, performance, price, value, trust, and security

Abstract

Abstract

This study examines the preferences and behaviors of Young Urban Professionals (yuppies, for brevity) in Baguio City. It is based on Product’s Perceived Performance Theory and Expectation Confirmation Theory (ECT). The study focused on four main factors that may affect preference. These are convenience and usefulness, performance and reliability, price and value, and trust and security. To gather data, a descriptive quantitative approach was used. A total of 100 participated by answering a validated questionnaire designed for this study. Data were then analyzed using statistical tools such as weighted means, rankings, moderated multiple regression, and Cronbach’s alpha to ensure the reliability and consistency of the survey items.

Results showed that Convenience and usefulness had the most decisive influence with a weighted mean of 3.58, followed by Performance and reliability with weighted mean of 3.26. Price and value came next with a weighted mean of 3.01. Additionally, trust and security had a weighted mean of 3.00.

Based on these results of the study, it suggests Food Delivery Applications need keep developing their services by making their apps more user-friendly, precise and timely delivery, make competitive pricing, and improve system security. These improvements can help maintain consumer trust, increase satisfaction, and support long-term competitiveness in the digital food service industry. Also, these improvements can help build trust, increase customer satisfaction, and reach more users. In the long run, addressing these challenges can support the sustainability and competitiveness of food delivery platforms in the evolving digital food service industry.