Technology Acceptance and Perceived Value in Gen Z Online Food Ordering Decisions through LINE MAN in Bangkok

Background and Aim: Online food delivery is now embedded in the daily routines of many urban consumers, yet platform choice is not explained by technological convenience alone. This study examined how technology acceptance and perceived value shape Gen Z consumers’ decisions to order food through LINE MAN in Bangkok. Materials and Methods: A quantitative cross-sectional survey was conducted with 385 respondents aged 18–29 who lived or studied in Bangkok, had used LINE MAN during the previous three months, and were recruited through non-probability sampling. Data were collected through an online questionnaire and analyzed using descriptive statistics, reliability testing, multicollinearity diagnostics, and multiple regression. Results: The eight predictors jointly explained 67.9% of the variance in online food ordering decisions. Performance expectancy, effort expectancy, facilitating conditions, emotional value, functional value, and price value were significant positive predictors. Social influence and social value were not significant. Performance expectancy was the strongest predictor, followed by functional value and emotional value. Conclusion: Gen Z consumers approached LINE MAN mainly as a practical service rather than a socially symbolic product. Platform efficiency, dependable service performance, ease of use, positive experience, and value for money mattered more than peer pressure or image-related benefits. The findings support an integrated view of technology acceptance and consumer value in explaining food delivery decisions. For platform developers and marketers, the results highlight the importance of prioritizing platform efficiency, service reliability, user experience, and value for money.