| dc.description.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. | en_US |
