Factors Affecting Customers’ Purchase Intention On Food Delivery Apps: A Consumer Value Perspective

Abstract

This research explores the determinants of consumers' intention to utilize food delivery apps (FDAs). In recent years, FDAs have gained tremendous popularity due to their ease of use and speed of service (Kaur et al., 2021; Talwar et al., 2021; Xu, 2017; Xu and Huang, 2019). The industry has boomed worldwide, especially after the COVID-19 pandemic (Tandon et al., 2021). Nevertheless, there is a lack of understanding about how consumers’ perceptions of FDAs' prominent features and benefits would influence their buying intention (Ray et al., 2019). Based on the Theory of Consumption Values (TCV) (Sheth et al., 1991), this paper examines how customer consumption values towards FDAs influence their purchase intention. The mediating role of attitude is also investigated. A quantitative methods approach is used in this research. A survey conducted online collected responses from 307 participants from Vietnam who have experience with or knowledge about FDAs. SmartPLS software was employed to assess the reliability and validity of the measurement instruments and evaluate the proposed hypotheses. Based on the study findings, two out of five consumption values directly influence consumers' intention to use FDAs in Vietnam, including emotional and conditional values. Meanwhile, the relationships between functional, emotional, social, and epistemic values and purchase intention are significantly mediated by consumer attitudes toward FDAs. These results can help businesses better implement and adjust their strategies to enhance customer perceived values and their buying intention.