Factors Affecting The Intention Of Using Food Delivery Apps To Order Food In Ho Chi Minh City: The Case Of Baemin
Abstract
Purpose - This research sought to identify the factors that motivate young Vietnamese
individuals in Ho Chi Minh City to use the food delivery app to order food. The case was
examined on the Baemin app to find out the ways to assist Baemin in overcoming the
difficult years ahead.
Design/methodology/approach - The researcher collected 250 valid respondents through
online questionnaires using the convenience sampling method. SPSS software was then
used to examine the data.
Findings - The research proved that Perceived Usefulness, Perceived Ease of Use,
Perceived Trust, and Perceived Price positively impacted the Intention to use Baemin app
to order food, in which Perceived Usefulness and Perceived Trust are the most influential
factors. In contrast, perceived risk had a negative impact on the intention to use the Baemin
app to order food, whereas social influences had no effect.
Research limitations/implications - Research limitations and practical implications were
discussed.
Originality/ Value - This study provided Baemin managers and the Board of Management
with new customer insights about young adults in Ho Chi Minh City, Vietnam, as well as
a better understanding of the factors, except for promotions, that keep users using the
Baemin app.