The effect of foodie apps on customer's purchase decision - An analysis of restaurant attributes data, online reviews, sales promotion and application quality
Abstract
The development of e-commerce market had brought many large potential and opportunities to all industries, especially food and beverage industry in Vietnam. The birth of Foodie Applications has not only helped people take the short time in finding a restaurant for their meal, but also created a trend in discovering new places and dishes in Vietnam. However, the quick expansion of Foody Applications has difficulty in the form their customers’ purchase decision. It means that they need more actions to attract their customers using Foodie Applications as a tool which push them to come the restaurant and have their meals. Therefore, it is reason why this problem needs to be conduct in the research.
This study aims to find out whether each group of factors, including: Atmosphere Information, Menu Prices (Restaurant Attributes Data), Relevance, Accuracy, Positive Valence, Negative Valence (Online Reviews), Savings, Convenience, Quality, Exploration (Promotion), Usability, Perceived Privacy and Perceived Security (Quality of Foodie applications) affect customers’ purchase decision on using Foodie Applications or not. Then, the degree of impact of each factor on Foodie applications are evaluated. Lastly, the study provides some practical suggestion for the Foodie applications to help them stimulate the customer’s purchase decision.
To collect data for the research, a survey was carried out in Ho Chi Minh city. Among 401 survey forms were distributed, there were 258 online surveys and 143 offline surveys with 2 invalid surveys. The process of analysis used Multiple Analysis approach was applied in order to check the accuracy of hypotheses and conceptual model.
The last results proved that there are eight factors which affect directly to customers’ purchase decision, including: Atmosphere Information, Menu Price (Restaurant Attributes Data), Relevance, Positive Valence, Negative Valence (Online Reviews), Quality, Exploration (Promotion), Perceived Privacy (Quality of Foodie applications). The remains are Accuracy, Savings, Convenience, Usability and Perceived Security do not affect to customers’ decision. The result of data analysis shows that positive online reviews is the most influence the customer’s decision and the promotion which encourages the exploration of customer is the second one.
In the suggestions, the study summarizes the answers of opened question in the questionnaires of responders and replies on the result of data to give detail implications for Foodie applications in the stimulation their customers. Then, the Foodie
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applications market in Vietnam could effectively develop about the culture, diversity, restaurant industry and traveling industry.