Consumers' Attitudes And Purchase Intention Toward Online Food Delivery (OFD) Applications: A Case Of Shopeefood In Vietnam

Abstract

Today, technology is an important factor in the development of a country, helping many industries to excel and bringing about significant changes in various sectors and services. Particularly, the integration of technology into consumerism has brought about substantial changes, most notably through online food ordering applications. One of the popular food delivery apps today is ShopeeFood, which has transformed the eating habits of Vietnamese consumers with its convenient and useful features. This research focuses on analyzing the attitudes and intentions of consumers towards food delivery apps, with a specific target group being students in Ho Chi Minh City. The research encompasses attitudes, subjective norms, and perceived behavioral control of consumers influencing intermediary variables such as utilitarian value and hedonic value, ultimately shaping consumers' intend to purchase. Building upon the Theory of Planned Behavior (TPB) and leveraging prior research to develop the model, SPSS, AMOS Software and Structural Equation Modeling (SEM) were used to test the hypotheses and examine consumers' intentions to use online food delivery services. An online survey was carried out, resulting in the distribution of 293 questionnaires, of which 255 were deemed valid. The quantitative findings indicate that consumers' attitudes, subjective norms, and perceived behavioral control significantly positive impact utilitarian and hedonic values. Additionally, both utilitarian and hedonic values significantly positively influence purchase intentions. Consequently, food delivery platform operators can utilize these insights to identify key factors driving consumer usage, enabling them to create management plans that work and take advantage of more economic chances for their companies.