| dc.description.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. | en_US |
