Beyond Convenience: Segmenting Greek Food-Delivery App Users Through Factor and Cluster Analysis

Τhe use of the internet is steadily increasing, along with the growth in sales promotion for many companies. New technologies, combined with the fact that they require little specialized knowledge or skills, further enhance the effectiveness and appeal of modern digital marketing. This study investigates motivations and segmentation patterns in the adoption of food-delivery applications in Greece. Drawing on uses and gratifications and perceived risk theories, a survey of a convenient sample of 328 consumers identified five underlying factors: informational convenience, value for money, time saving, security skepticism with preference for traditional ordering, and notification fatigue. K-means clustering revealed three user segments “enthusiasts,” “occasional users,” and “skeptics”—with distinct attitudes and behaviors. While demographic variables modestly predicted usage frequency, psychological dimensions accounted for most variance. The findings highlight the need for differentiated marketing strategies, emphasizing trust-building for skeptics and targeted offers for Enthusiasts. This research contributes a multidimensional framework that enhances understanding of digital food delivery adoption beyond demographic profiling. Future studies should validate the factor structure, integrate behavioral data, and explore cross-cultural applicability.