Analyzing Factors Influence Customer Purchasing Intention In The Context Of Meal Ordering Apps: A Case Study Of Grabfood In Vietnam

Abstract

Aim: Customers' eating habits have changed because of meal ordering applications (MOAs), especially during the COVID-19 pandemic's mobility constraints. This study uses MOAs to investigate the important variables influencing continuous purchase intentions under the theoretical framework of the fundamental stimulus-response (SR) theory. Additionally, this study will examine these variables in relation to Vietnam using the Grabfood app as a specific example. Design: In this study, the hypothesis that will be developed will be evaluated and tested using quantitative methodologies. Young people who live in Ho Chi Minh City and frequently purchase food online using the Grabfood app make up the research's targeted population. n = 230 is the number of samples. Online surveys that send out questionnaires to people directly are one way that data is collected. Findings: According to the study, there is a positive correlation between the intention to continuously purchase through MOAs and the quality of the food, the reputation of the restaurant, mobile online reviews, system quality. The statistical result indicates that the food quality component has the strongest influence among these factors. Key word: Meal ordering applications, continuous purchase intentions, Vietnam, mobile online review, food quality, restaurant reputations, system quality