From pixels to plates: generation Z’s psychological decision-making in blockchain-based digital twins of quick-service restaurants

Purpose This research aims to investigate the psychological decision-making associations of Generation Z customers, focusing on their conversion from metaverse experiences to purchase intentions in blockchain-based digital twins of quick-service restaurants (QSRs). Design/methodology/approach Data were collected from Gen Z metaverse users who have visited virtual QSR branches and used cryptocurrency payments (CPs). A total of 576 respondents were analyzed using partial least squares structural equation modeling. Findings The findings indicated that functional, social, emotional, epistemic, and conditional values positively affect telepresence, which, in turn, significantly enhances purchase intentions for real-world delivery from blockchain-based digital twins of QSRs. Furthermore, this study revealed that perceived realism and CP self-efficacy positively moderate the relationship between telepresence and purchase intention. Practical implications The study’s findings provide detailed and actionable insights for QSR operators, marketers, and the metaverse platform developers in formulating effective metaverse marketing strategies. Originality/value To our best knowledge, this study is one of the first to synthetically explore the psychological antecedents and moderators shaping Gen Z customers’ purchase intentions for real-world delivery from blockchain-based digital twins of QSRs, drawing on the cognitive-affective-conative model, theory of consumption values, and social cognitive theory.