Factors affecting customer purchase intention of food ordering apps: The case of students in Ho Chi Minh City

Abstract

Meal ordering apps (MOAs) are increasingly being used by consumers to allow simple and speedy food delivery. Although the previous studies have investigated the various influences of MOA attributes and their effects on consumer behavior (Alalwan, 2020; Ray et al., 2019; Wang et al., 2019; Shah et al., 2021; Lee et al., 2019), research into MOA factors and the processes by which these properties result in multifaceted customer engagement is rare, particularly in Vietnam. The theory of planned behavior (TPB) was used in this study to find factors influencing purchasing intentions in the context of MOAs. The role of each factor in the purchasing decision was studied as well. Responses were acquired by Google form from 277 MOAs users at the University of Ho Chi Minh City and analyzed using SPSS 20. The model results confirmed five main determinants of MOA service users' purchase intention: mobile online reviews, system quality, food quality, service quality, and restaurant reputation. Based on these observations, the research suggested service improvements recommendations for MOA providers, restaurants, and delivery firms in order to achieve greater success with young clients.