TECHNOLOGY AT TABLE TOP: ROLE OF ADVERTISEMENT VALUE AND PURCHASE INTENTION USING FOOD DELIVERY APPLICATIONS

The current study has effectively studied the factors that impact purchase intention using food delivery apps. included informativeness, entertainment, credibility, irritation, personalization, incentives and advertising value. used quantitative approach for collecting data correlational design identifying relationships. A sample size of 203 respondents was collected from target population survey method. adopted convenience sampling as technique. analyzed PLS-SEM analysis technique SmartPLS software version 3.2.8. concluded value had a positive significant effect on intention. Credibility Similarly, entertainment Incentives Moreover, informativeness Also personalization However, irritation negative Advertising agencies should allow users to exchange advertisement content comments with friends through their pre-existing social networks, thus executing an efficient viral promotional strategy increase perceived and, in turn, advertised product/brand's