Customer's purchase intention toward the application of crowdsourcing in pizza hut delivery via the webpage phd.vn

Abstract

The overall purpose of this thesis is to study customer’s purchase intention toward the application of crowdsourcing in Vietnam e-market with an applied case in Pizza Hut Delivery via the webpage PHD.VN. The Technology Acceptance Model suggests two main factors affect customer’s purchase intention toward a newly adapted technology, which are Perceived Usefulness and Perceived Ease of Use. In addition, the review on theories of risk suggests that perceived is also a factor influencing customers’ purchase intention in online transaction. Both quantitative method and qualitative were applied. In quantitative method, questionnaires were distributed to 187 respondents of Pizza Hut Delivery customers. Data was analyzed through descriptive statistics, Exploratory Factor analysis, Cronbach’s Alpha Reliability test, Pearson’s correlation, Regression, and one-way ANOVA. Quantitative data analysis figured out 5 factors affect to study customer’s purchase intention toward the application of crowdsourcing in Pizza Hut Delivery. They are (1) Innovation, (2) Perceived Website Ease of Use, (3) Perceived Risk, (4) Perceived Service Ease of Use, and (5) Perceived Usefulness. Among them, Innovation (Crowdsourcing) is the factor that most influences customer’s purchase intention. Later then, qualitative analysis was applied to confirm quantitative findings and explore the hidden issues. In conclusion, this research reached three main objectives. Firstly, it pointed out factors affect customer’s purchase intention toward the application of crowdsourcing in Pizza Hut Delivery. Secondly, these determinant factors were evaluated to assess to customer’s purchase intention. Finally, some recommendations were proposed with an aim to utilize the application of crowdsourcing in Pizza Hut Delivery