Determinant Factors Affecting The Z Generation’s Attitudes Toward Their Visiting Intention When Choosing Foreign Restaurants In Ho Chi Minh City

Abstract

Throughout Vietnam's history, traditional dishes have been a fundamental part of the Vietnamese’s lives and almost the only choice for them when considering to eat out. Over the years, globalization has increased the commonality of choosing different types of restaurants besides traditional ones. With the rise in foreign food chains, it can be easily seen that the number of people favoring foreign cuisine is increasing. People, especially youngsters, nowadays tend to choose Korean, Japanese, or Western restaurants to dine out, in rather than selecting Vietnamese ones. This will give customers more options, and increase diversity in the food market, but also bring disadvantages to local food stores. Therefore, this study aims to identify and confirm the determinant factors influencing the intention to visit foreign restaurants of Generation Z in Ho Chi Minh City, by discussing the importance of product, brand image, advertisement, service attitude, and social influence, as well as how they affect one’s feeling, attitude, and visit intention. This study uses a quantitative approach to examine the aspects affecting the choices of young consumers, which was applied with the questionnaire of surveying about 300 people, both men and women of Generation Z, in Ho Chi Minh City, Vietnam. Quantitative surveys will enable the analysis of broader trends, preferences, and correlations among different variables. After collecting the answers to the questionnaire that are influenced by the ideas from product quality, brand image, advertisement, service quality, and social influence, we can point out the contrasting experiences each person has. Hence, we can clarify the current relationship between those elements and Generation Z’s intention to visit foreign restaurants.