Consumer experiences, attitude and behavioral intention toward online food delivery (OFD) services in Ho Chi Minh city
Abstract
This study aims to explain the factors that influence Online food delivery services (OFDS) intention of people living in HCM City. The research model helps to determine the direct effect of Attitude, Perceived usefulness and Perceived risk along with indirect effect of Hedonic motivation, Time saving orientation, Price saving orientation, Prior online purchase experience and Convenience motivation on the intention of OFDS users. The survey was conducted at selected universities in Ho Chi Minh. Data collection used Partial least squares structural equation modeling (PLS-SEM) and quantitative research was applied to analyze the data In this research, quantitative method was applied in order to analyze the data, along with the adoption of Partial least squares structural equation modeling (PLS-SEM) for data collection. The findings has shown that people who perceived great usefulness and small risk toward OFDS, along with positive attitude tend to use OFDS when necessary and in the future. However, Hedonic motivation does not affect perceived usefulness. These results can support third party retailer in developing new strategies to meet the demands of customer so that they will adopt and continue to use of OFDS applications.
Keywords: OFDS, behavioral intention, determinants of behavioral intention, OFDS adoption.