| dc.description.abstract | Online food ordering service is a form of E-commerce, which first appeared in
Vietnam in 2011. However, although E-commerce is fast growing with a lot of people
shop online for products such as books, cosmetics, clothes, electronic devices, etc., online
food ordering service is still new to Vietnamese customers and has not gained much
interest. The main aims of this research is to determine factors that have power to
influence intention to employ online food ordering service of undergraduates in Ho Chi
Minh City and suggest managerial implications for develop this business.
After reviewing literature, related theories and concepts, the study came up with the
conceptual model with 8 variables, namely perceived usefulness, perceived ease of use,
attitude, subjective norm, trust, experience, perceived behavioral control and behavioral
intention.
Data were collected from 200 respondents answering through online and offline
questionnaires from April 13 to April 30. Results from data analysis using SPSS software
show that attitude, subjective norm, experience and perceived behavioral control could
influence behavioral intention positively. Among them, experience and subjective norm
are the main predictors.
Although some limitations are still present, this study is proposed with some
managerial implications and recommendations in order to improve the business of online
food ordering | en_US |
