| dc.description.abstract | Previous studies have investigated customer behaviors on just online services or retailing in common and few researches has been done on consumer attitudes for online food delivery (OFD) services. This paper aims to investigate the factors affect behavioral intention on online food delivery services through GrabFood of Millennials in Ho Chi Minh City. In accordance to expand the comprehension of the predecessors for online food delivery services acknowledgment, this paper utilized an extended and expanded model of UTAUT-2 with 6 factors (performance expectancy, effort expectancy, price-saving orientation, hedonic motivation, facilitating conditions and compatibility). 252 surveys were recorded to examine the proposed model by using the descriptive statistics and regression analysis. The empirical results show the major findings: (a) there are five factors that affect behavior intention in OFD through GrabFood: performance expectancy, effort expectancy, price saving orientation, facilitating conditions and compatibility. (b) surprisingly, hedonic motivation has no effect on behavioral intention on OFD through GrabFood. (c) it is proved that facilitating conditions has the highest impact on OFD behavioral intention. Based on those findings, this paper proposes several recommendations for the improvement and development on Vietnam OFD. | en_US |
