Date Received: Jun 05, 2024
Date Accepted: Dec 05, 2024
Date Published: Dec 20, 2024
Views
Download
Section:
How to Cite:
Consumer Intention to Use Food Delivery Apps in Urban Cities: A Case Study of Hanoi, Vietnam
Keywords
Food delivery apps (FDAs), online shopping, consumer trust, food apps, Vietnam
Abstract
Despite the rapid increase in online food purchasing practices, particularly through food delivery apps, within developing nations like Vietnam, there remains a dearth of research concerning consumer behavior in this domain. This study aimed to address this gap by investigating the factors influencing consumer intention to use food delivery apps (FDAs) in urban areas of Vietnam. Utilizing a consumer survey in Hanoi, a comprehensive analysis employing multiple linear regression and factor analysis was conducted. The findings indicated that individuals with previous experience using FDAs are more inclined to utilize these platforms for food purchases. Younger demographics exhibited a greater propensity for utilizing food apps for their food-related needs. Importantly, consumers with heightened awareness and trust in FDAs demonstrated a stronger intention to engage with these apps. Additionally, the study underscored the significance of user-friendly, visually appealing, and tailored food app designs in facilitating food purchases through these platforms. Furthermore, it highlighted the influence of food quality and marketing attributes on consumers' intentions to use FDAs. Based on these insights, recommendations were made for online food retailers to enhance market penetration via FDAs. These included designing visually appealing food apps, enhancing food quality, devising effective marketing strategies, providing comprehensive information about FDAs, and fostering consumer trust.
References
Alagoz S. M. & Hekimoglu H. (2012). A study on TAM: Analysis of customer attitudes in online food ordering system. Procedia - Social and Behavioral Sciences. 62: 1138-1143.
Amin Md. A., Arefin Md. S., Alam Md. A., Ahammad T. & Hoque Md. R. (2021). Using Mobile Food Delivery Applications during COVID-19 Pandemic: An Extended Model of Planned Behavior. Journal of Food Products Marketing. 27: 105-126.
Allawah A. A. (2020). Mobile food ordering apps: An empirical study of the factors affecting customer e-satisfaction and continued intention to reuse. International Journal of Information Management. 50: 28-44.
Chiu W., Bad-Baiden F. & Cho H (2024). Consumers' intention to use online food delivery services: A meta-analytic structural equation modeling approach. International Journal of Consumer Studies. 48(3): e13052.
Cho M., Bonn M. A. & Li J. (2019). Differences in perceptions about food delivery apps between single-person and multi-person households. International Journal of Hospitality Management. 77: 108-116.
Chowdhury R. (2023). Impact of perceived convenience, service quality and security on consumers’ behavioural intention towards online food delivery services: the role of attitude as mediator. SN Business & Economics. 3: 29.
Cronbach L. J. (1951). Coefficient alpha and the internal structure of tests. Psychometrika. 16: 297-334.
Duy V. (2022). Vietnam targets 85% smartphone usage by end of 2022. Retrieved from https://vietnamnet.vn/en/vietnam-targets-85-smartphone-usage-by-end-of-2022-2010370.html. on August 22, October 2024.
Gong W., Stump R. L. & Maddox L. M. (2013). Factors influencing consumers' online shopping in China. Journal of Asia Business Studies. 7(3): 214-230.
Gunden N., Morosan C. & DeFranco A. (2020). Consumers’ intentions to use online food delivery systems in the USA. International Journal of Contemporary Hospitality Management. 32(3): 1325-1345.
Hair J. F., Black W. C., Babin B. J. & Anderson R. E. (2009). Multivariate Data Analysis. 7th Edition, Prentice Hal.
He Z., Han G., Cheng T. E., Fan B. & Dong J. (2019). Evolutionary food quality and location strategies for restaurants in competitive online-to-offline food ordering and markets: An agent-based approach. International Journal of Production Economics.215: 61-72.
Hwang J. & Kim H. (2019). Consequences of a green image of drone food delivery services: the moderating role of gender and age. Business Strategy and the Environment. 28: 872-884.
Kasilingam D. L. (2020). Understanding the attitude and intention to use smartphone chatbots for shopping. Technology in Society. 62: 101280.
Kapoor A. P. & Vij M. (2018). Technology at the dinner table: Ordering food online through mobile apps. Journal of Retailing and Consumer Services. 43: 342-351.
Kaur P., Dhir A., Talwar S. & Ghuman K. (2021). The value proposition of food delivery apps from the perspective of theory of consumption value. International Journal of Contemporary Hospitality Management. 33(4): 1129-1159.
Lian J-W. & Yen D. C. (2014). Online shopping drivers and barriers for older adults: Age and gender differences. Computers in Human Behavior. 37: 133-143.
Nguyen N. B. T., Lin G. H. & Dang T. T. (2021). Fuzzy Multi-Criteria Decision-Making Approach for Online Food Delivery (OFD) Companies Evaluation and Selection: A Case Study in Vietnam. Processes. 9: 1274.
Ngo H. M., Liu R., Moritaka M. & Fukuda S. (2020). Effects of industry-level factors, brand credibility and brand reputation on brand trust in safe food: evidence from the safe vegetable sector in Vietnam. British Food Journal. 122(9): 2993-3007.
Nguyen M. N. (2021). Online food delivery market size Vietnam 2016-2025. Retrieved from https://www.statista.com/statistics/1264461/vietnam-online-food-delivery-market-size/ on August 22, 2024.
Nunnally J. C. (1967). Psychometric theory. New York: McGraw-Hill.
Okumus B., Ali F., Bilgihan A. & Ozturk A. B. (2018). Psychological factors influencing customers’ acceptance of smartphone diet apps when ordering food at restaurants. International Journal of Hospitality Management. 72: 67-77.
Parasuraman A. (2000). Technology Readiness Index (TRI) a multiple-item scale to measure readiness to embrace new technologies. Journal of Service Research. 2(4): 307-320.
Prabhu N. & Soodan V. (2020). The Effect of Mobile App Design Features on Student Buying Behavior for Online Food Ordering and Delivery. HCI International 2020 – Late Breaking Papers: Interaction, Knowledge and Social Media. Copenhagen, Denmark, 19-24 July 2020. pp. 614-623.
Ray A., Dhir A., Balaa P. K. & Kaur P. (2019). Why do people use food delivery apps (FDA)? A uses and gratification theory perspective. Journal of Retailing and Consumer Services. 51: 221-230.
Roh M. & Park K. (2018). Adoption of O2O food delivery services in South Korea: The moderating role of moral obligation in meal preparation. International Journal of Information Management. 47: 262-273.
Silva G. M., Dias Á. & Rodrigues M. S. (2022). Continuity of Use of Food Delivery Apps: An Integrated Approach to the Health Belief Model and the Technology Readiness and Acceptance Model. Journal of Open Innovation: Technology, Market, and Complexity. 8(3): 114.
Singh N. & Sinha N. (2020). How perceived trust mediates merchant's intention to use a mobile wallet technology. Journal of Retailing and Consumer Services. 52: 101894.
Sjahroeddin F. (2018). The Role of E-S-Qual and Food Quality on Customer Satisfaction in Online Food Delivery Service, 9th International Research Workshop and National Seminer. Retrieved fromhttps://jurnal.polban.ac.id/index.php/proceeding/article/ viewFile/1097/898 on April 5, 2024.
Statista (2024a). Market size of the global online food delivery sector 2017-2028, by segment. Retrieved from https://www.statista.com/statistics/1170631/online-food-delivery-market-size-worldwide/ on April 2, 2024.
Statista (2024b). Internet usage penetration in Vietnam from 2014 to 2029. Retrieved from https://www.statista.com/forecasts/1137902/internet-penetration-forecast-in-vietnam on October 22, 2024.
Statista (2024c). Revenue of the online food delivery market in Vietnam from 2019 to 2028. Retrieved from https://www.statista.com/forecasts/1230463/revenue-online-food-delivery-vietnam on October 6, 2024.
Suhartanto D., Ali M. H., Tan K. H., Sjahroeddin F. & Kusdibyo L. (2019). Loyalty toward online food delivery service: The role of e-service quality and food quality. Journal of Foodservice Business Research. 22(1): 81-97.
Tandon A., Kaur P., Bhatt Y., Mäntymäki M. & Dhir A. (2021). Why do people purchase from food delivery apps? A consumer value perspective. Journal of Retailing and Consumer Services. 63: 102667.
Thanh T. & Le N. (2023). Hanoi’s retail system grows after 15 years. Retrieved from https://hanoitimes.vn/hanois-retail-system-grows-after-15-years-of-development-efforts-324378.html on April 15, 2024.
Tran V. H. & Siriex L (2020). Shopping and cross-shopping practices in Hanoi Vietnam: An emerging urban market context. Journal of Retailing and Consumer Services, 56: 102178.
Wang Y-S., Tseng T.H., Wang W-T., Shih Y-W., Chan P-Y. (2019). Developing and validating a mobile catering app success model. International Journal of Hospitality Management. 77: 19-30.
Wen H., Pookulangara S. & Josiam B.M. (2022). A comprehensive examination of consumers' intentions to use food delivery apps. British Food Journal. 124(5): 1737-1754.
Yeo V. C. S., Goh S. K. & Rezaei S. (2017). Consumer experiences, attitude and behavioral intention toward online food delivery (OFD) service. Journal of Retailing and Consumer Services. 35: 150-162.
Zanetta L., Hakim M. P., Gastaldi G. B., Seabra L. M. J., Rolim P. M., Nascimento L. G. P., Medeiros C. O. & de Cunha D. T. (2021). The use of food delivery apps during the COVID-19 pandemic in Brazil: The role of solidarity, perceived risk, and regional aspects. Food Research International. 149: 110671.
Zhao Y. & Bacao F. (2020). What factors determining customer continuingly using food delivery apps during 2019 novel coronavirus pandemic period? International Journal of Hospitality Management. 91: 102683.