Factors affecting customer intention to use online food delivery (OFD) services in ho chi minh city 2022

Ho Chi Minh City, 2022 STATE BANK OF VIETNAM THE MINISTRY OF EDUCATION AND TRAINING HOCHIMINH UNIVERSITY OF BANKING  VO THI KIM NGAN STUDENT CODE 030805170155 FACTORS AFFECTING CUSTOMER INTENTION T.

STATE BANK OF VIETNAM THE MINISTRY OF EDUCATION AND TRAINING HOCHIMINH UNIVERSITY OF BANKING  VO THI KIM NGAN STUDENT CODE: 030805170155 FACTORS AFFECTING CUSTOMER INTENTION TO USE ONLINE FOOD DELIVERY (OFD) SERVICES IN HO CHI MINH CITY GRADUATION THESIS MAJOR: BUSINESS ADMINISTRATION CODE: 7340101 SUPERVISOR: TRAN VAN DAT, Ph.D Ho Chi Minh City, 2022 STATE BANK OF VIETNAM THE MINISTRY OF EDUCATION AND TRAINING HOCHIMINH UNIVERSITY OF BANKING  VO THI KIM NGAN STUDENT CODE: 030805170155 FACTORS AFFECTING CUSTOMER INTENTION TO USE ONLINE FOOD DELIVERY (OFD) SERVICES IN HO CHI MINH CITY GRADUATION THESIS MAJOR: BUSINESS ADMINISTRATION CODE: 7340101 SUPERVISOR: TRAN VAN DAT, Ph.D Ho Chi Minh City, 2022 COMMENTS OF THESIS SUPERVISOR Comment content: ………………………………………………………………………….……… ………………………………………………………………………………… ………………………………………………………………………………… ………………………………………………………………………………… ………………………………………………………………………………… ………………………………………………………………………………… ………………………………………………………………………………… ………………………………………………………………………………… ………………………………………………………………………………… ………………………………………………………………………………… ………………………………………………………………………………… ………………………………………………………………………………… ………………………………………………………………………………… Ho Chi Minh City, 4th June, 2022 CONFIRMATION OF SUPERVISOR Dr TRAN VAN DAT i ABSTRACT  -With the cutting-edge internet technology, there have been remarkable changes in customer behavior related to online shopping This research aims to examine factors affecting Customer Intention to use OFD services in HCMC during the COVID-19 outbreak period Along with theoretical basis and references to previous studies, a proposed research model comprising of variables is built based on Technology Acceptance Model (TAM) By conducting qualitative research and quantitative research with 200 observed samples, the results of Cronbach's Alpha analysis and Exploratory Factor Analysis (EFA) reveal that the scale used in this study is appropriate The outcome showed that all factors affect OFD usage intention with the level of influence ranked in order, including: (1) Perceived Ease of Use; (2) Perceived Price; (3) Subjective Norm; (4) Perceived Usefulness; (5) Perceived Safety Theoretical and practical implications are provided to help OFD enterprises to expand customer base and improve app experience Keywords: Online Food Delivery (OFD) services; Customer intention; Technology Acceptance Model (TAM) ii DECLARATION OF AUTHENTICITY  -The author hereby declares that the thesis with the title: “Factors Affecting Customer Intention To Use Online Food Delivery (OFD) Services In Ho Chi Minh City” is the author's own research work The thesis is conducted based on the application of specialized knowledge achieved from BUH University and the guidance of Doctor Tran Van Dat The research results are genuine, in which there are no previously published contents or material from other studies except for the fully cited citations presented in the appendix The author assumes all responsibility for any issues related to this thesis Ho Chi Minh City, 4th June, 2022 Student, Vo Thi Kim Ngan iii ACKNOWLEDGEMENT  -First and foremost, I would like to express my sincere gratitude to my instructor, Doctor Tran Van Dat During the research progress, I have received his enthusiastic guidance and passionate assistance In spite of encountering various difficulties, his conducive instructions and encouragement supported me immensely in order to successfully complete this graduation thesis Along with that, I also implemented a wide range of knowledge which was acquired from different subjects during years of studying at the Banking University For that reason, I would like to convey my deepest appreciation to the school administrators and faculty teachers for creating favorable conditions for me to perform my research Considering that my thesis still has many limitations in expertise, I would be grateful to receive precious and valuable assessments from teachers at the Faculty of Business Administration for further improvements Eventually, I would like to send best wishes to all BUH teachers, my family and friends, good health and success in life My sincere appreciation, Student, Vo Thi Kim Ngan iv TABLE OF CONTENTS ABSTRACT i DECLARATION OF AUTHENTICITY ii ACKNOWLEDGEMENT iii TABLE OF CONTENTS iv LIST OF ACRONYMS vii LIST OF TABLES viii LIST OF FIGURES x CHAPTER 1: INTRODUCTION AND THESIS SUMMARY 1.1 The necessity of the topic 1.2 Research objectives 1.2.1 General Objective 1.2.2 Specific Objectives 1.3 Research questions 1.4 Subject and scope of the research 1.5 Research method and data 1.6 Practical significance of the research 1.7 Thesis structure CONCLUSION OF CHAPTER CHAPTER 2: LITERATURE REVIEW 2.1 Concepts 2.1.1 Definition of Customer Buying Behavior 2.1.2 Definition of Purchase Intention 2.1.3 Definition of App Purchase Intention 2.1.4 Online Food Delivery (OFD) Services 2.2 Theoretical perspectives 10 2.2.1 Consumer Decision-Making Process 10 2.2.2 Theory of Planned Behavior – TPB 11 2.2.3 Theory of Perceived Risk – TPR 12 v 2.2.4 Technology Acceptance Model – TAM 13 2.2.5 Consumer Behavior In E-Commerce Environment 14 2.3 Empirical studies 15 2.3.1 International studies 15 2.3.2 Studies in Vietnam 17 2.4 Research gap 22 2.5 Research model and hypotheses development 23 2.5.1 Research model 23 2.5.2 Hypotheses development 24 CONCLUSION OF CHAPTER 27 CHAPTER 3: RESEARCH METHODOLOGY 28 3.1 Research process 28 3.2 Scale development 29 3.3 Qualitative research 32 3.3.1 Qualitative research implementation 32 3.3.2 Qualitative research results 33 3.4 Quantitative research 37 3.4.1 Sample Size Calculation 37 3.4.2 Data collection 38 3.4.3 Data analysis 38 CONCLUSION OF CHAPTER 42 CHAPTER 4: RESEARCH RESULTS 43 4.1 Characteristics of the survey sample 43 4.2 Testing the scale reliability 46 4.3 Exploratory Factor Analysis (EFA) 49 4.3.1 EFA analysis of independent variables 49 4.3.2 EFA analysis of dependent variables 52 4.4 Pearson's correlation analysis and Multivariate regression analysis 53 4.4.1 Pearson's correlation analysis 53 4.4.2 Multivariate regression analysis 56 4.5 Hypothesis testing 60 4.6 Normal Distribution 62 vi 4.7 Testing for differences among demographic groups 64 4.7.1 Customer Intention to Use OFD between Gender groups 64 4.7.2 Customer Intention to Use OFD among different Age groups 65 4.7.3 Customer Intention to Use OFD among different Occupation groups 66 4.7.4 Customer Intention to Use OFD among different Income groups 67 CONCLUSION OF CHAPTER 68 CHAPTER 5: CONCLUSION AND RECOMMENDATIONS 69 5.1 Summary and conclusion 69 5.2 Result comparison with previous studies 70 5.3 Research contributions 71 5.4 Implications and recommendations 71 5.4.1 Perceived Usefulness 71 5.4.2 Perceived Ease of Use 72 5.4.3 Subjective Norm 72 5.4.4 Perceived Safety 72 5.4.5 Perceived Price 73 5.5 Limitations and directions for further researches 73 REFERENCES 74 APPENDIX 77 vii LIST OF ACRONYMS No Acronyms Meaning OFD Online Food Delivery HCMC Ho Chi Minh City TPB Theory of Planned Behavior TPR Theory of Perceived Risk TAM Technology Acceptance Model SPSS Statistical Package for the Social Sciences EFA Exploratory Factor Analysis 82 etc.) thinks OFD is a good option I think that using OFD services is suitable for the current trend and situation      OFD services are safe to use      Professional app interface makes me feel safe when using OFD services      I feel secure when making payments through familiar OFD apps      The more detailed and clear the restaurant/dishes information, the safer I feel when using OFD services      Prices of OFD services are equivalent to the food quality      OFD services have attractive promotions to me      Prices of OFD services are reasonable to me      Prices are clearly presented on OFD apps      I will use OFD services in the future      I am planning to use OFD services in the future      I will often use OFD services      I will recommend other people to use OFD services to order food      IV Perceived Safety – PS V Perceived Price – PP VI Customer Intention to Use OFD – CIU Thank you for your cooperation! 83 APPENDIX 3: SPSS DATA ANALYSIS RESULTS Descriptive analysis of survey sample characteristics Gender Frequency Male Valid Cumulative Percent Valid Percent 102 51.0 51.0 51.0 98 49.0 49.0 100.0 200 100.0 100.0 Female Total Percent Age Frequency Valid Percent Valid Percent Cumulative Percent From 18 – 25 46 23.0 23.0 23.0 From 25 – 30 139 69.5 69.5 92.5 15 7.5 7.5 100.0 200 100.0 100.0 Above 30 Total Occupation Frequency Office staff Valid Percent Valid Percent Cumulative Percent 137 68.5 68.5 68.5 Civil servant 31 15.5 15.5 84.0 Freelancer 19 9.5 9.5 93.5 Housewife 2.5 2.5 96.0 Others 4.0 4.0 100.0 200 100.0 100.0 Total Income Frequency Valid Percent Valid Percent Cumulative Percent From – 10 Mill VND 27 13.5 13.5 13.5 From 10 – 15 Mill VND 156 78.0 78.0 91.5 From 15 – 20 Mill VND 13 6.5 6.5 98.0 2.0 2.0 100.0 200 100.0 100.0 Above 20 Mill VND Total 84 Descriptive statistics results Descriptive Statistics N Minimum Maximum Mean Std Deviation PU1 200 1.00 5.00 3.7850 81984 PU2 200 1.00 5.00 4.0650 89711 PU3 200 1.00 5.00 3.7300 76815 PU4 200 1.00 5.00 3.8600 85089 PEU1 200 1.00 5.00 4.0750 79532 PEU2 200 1.00 5.00 3.9500 78778 PEU3 200 1.00 5.00 4.0900 82175 PEU4 200 1.00 5.00 3.9200 85865 SN1 200 1.00 5.00 3.8650 88923 SN2 200 1.00 5.00 3.6800 94449 SN3 200 1.00 5.00 3.3500 92834 SN4 200 1.00 5.00 3.4050 88595 PS1 200 1.00 5.00 3.3000 96157 PS2 200 1.00 5.00 3.3600 98756 PS3 200 1.00 5.00 3.3950 96625 PS4 200 1.00 5.00 3.3200 87833 PP1 200 1.00 5.00 3.4550 89554 PP2 200 1.00 5.00 3.3800 85396 PP3 200 1.00 5.00 3.6700 98792 PP4 200 1.00 5.00 3.3200 86099 CIU1 200 1.00 5.00 3.7500 90643 CIU2 200 1.00 5.00 3.4000 96679 CIU3 200 1.00 5.00 3.5850 1.02373 CIU4 200 1.00 5.00 3.6250 96386 Valid N (listwise) 200 Cronbach's Alpha reliability test a) Perceived Usefulness (PU) Reliability Statistics Cronbach's Alpha 800 N of Items 85 Item-Total Statistics Scale Mean if Item Deleted Scale Variance if Item Deleted Corrected Item- Cronbach's Alpha Total Correlation if Item Deleted PU1 11.6550 4.167 637 737 PU2 11.3750 3.944 624 745 PU3 11.7100 4.328 643 737 PU4 11.5800 4.295 554 778 b) Perceived Ease of Use (PEU) Reliability Statistics Cronbach's Alpha N of Items 848 Item-Total Statistics Scale Mean if Item Deleted Scale Variance if Corrected Item- Cronbach's Alpha Item Deleted Total Correlation if Item Deleted PEU1 11.9600 4.290 728 789 PEU2 12.0850 4.430 684 808 PEU3 11.9450 4.494 617 836 PEU4 12.1150 4.092 717 793 c) Subjective Norm (SN) Reliability Statistics Cronbach's Alpha N of Items 879 Item-Total Statistics Scale Mean if Item Deleted Scale Variance if Item Deleted Corrected Item- Cronbach's Alpha Total Correlation if Item Deleted SN1 10.4350 5.674 780 829 SN2 10.6200 5.533 752 839 SN3 10.9500 5.756 707 857 SN4 10.8950 5.903 716 853 86 d) Perceived Safety (PS) Reliability Statistics Cronbach's Alpha N of Items 916 Item-Total Statistics Scale Mean if Item Deleted Scale Variance if Item Deleted Corrected Item- Cronbach's Alpha Total Correlation if Item Deleted PS1 10.0750 6.502 835 882 PS2 10.0150 6.387 833 882 PS3 9.9800 6.743 766 906 PS4 10.0550 7.017 802 894 e) Perceived Price (PP)  First time Reliability Statistics Cronbach's Alpha N of Items 822 Item-Total Statistics Scale Mean if Item Deleted Scale Variance if Item Deleted Corrected Item- Cronbach's Alpha Total Correlation if Item Deleted PP1 10.3700 4.596 802 702 PP2 10.4450 4.932 742 734 PP3 10.1550 5.900 333 922 PP4 10.5050 4.774 787 712  Second time Reliability Statistics Cronbach's Alpha 922 N of Items 87 Item-Total Statistics Scale Mean if Item Deleted Scale Variance if Item Deleted Corrected Item- Cronbach's Alpha Total Correlation if Item Deleted PP1 6.7000 2.653 838 892 PP2 6.7750 2.788 836 893 PP4 6.8350 2.731 853 879 f) Customer Intention to Use OFD (CIU) Reliability Statistics Cronbach's Alpha N of Items 908 Item-Total Statistics Scale Mean if Item Deleted Scale Variance if Corrected Item- Cronbach's Alpha Item Deleted Total Correlation if Item Deleted CIU1 10.6100 6.953 821 872 CIU2 10.9600 7.054 723 905 CIU3 10.7750 6.587 773 889 CIU4 10.7350 6.537 859 857 EFA analysis of independent variables KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy Approx Chi-Square Bartlett's Test of Sphericity 753 2429.290 df 171 Sig .000 88 Total Variance Explained Initial Eigenvalues Component Total % of Variance Extraction Sums of Squared Loadings Cumulative % Total % of Variance Cumulative % 4.322 22.745 22.745 4.322 22.745 22.745 3.128 16.463 39.208 3.128 16.463 39.208 2.737 14.407 53.615 2.737 14.407 53.615 2.494 13.126 66.741 2.494 13.126 66.741 1.512 7.960 74.701 1.512 7.960 74.701 673 3.540 78.242 601 3.161 81.402 575 3.024 84.427 505 2.655 87.082 10 401 2.112 89.195 11 386 2.033 91.227 12 348 1.832 93.059 13 314 1.650 94.709 14 278 1.461 96.170 15 228 1.198 97.368 16 174 918 98.286 17 148 781 99.067 18 118 621 99.688 19 059 312 100.000 89 Total Variance Explained Rotation Sums of Squared Loadings Component Total % of Variance Cumulative % 3.242 17.065 17.065 3.021 15.903 32.968 2.787 14.670 47.638 2.611 13.740 61.378 2.531 13.323 74.701 10 11 12 13 14 15 16 17 18 19 90 Rotated Component Matrixa Component PS1 898 PS2 896 PS4 877 PS3 860 SN1 869 SN4 840 SN2 828 SN3 781 PEU1 860 PEU4 848 PEU2 832 PEU3 765 PP4 914 PP2 912 PP1 905 PU3 814 PU1 806 PU2 798 PU4 744 EFA analysis of dependent variables KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy Bartlett's Test of Sphericity Approx Chi-Square df Sig .831 547.945 000 91 Total Variance Explained Initial Eigenvalues Component Total % of Variance Extraction Sums of Squared Loadings Cumulative % Total 3.146 78.649 78.649 418 10.454 89.102 241 6.019 95.122 195 4.878 100.000 % of Variance 3.146 Cumulative % 78.649 78.649 Extraction Method: Principal Component Analysis Component Matrixa Component CIU4 926 CIU1 904 CIU3 875 CIU2 839 Pearson's correlation analysis Correlations F_PU F_PU Pearson Correlation F_PEU Sig (2-tailed) F_PEU F_CIU 223 ** 000 000 000 000 1.000 1.000 1.000 1.000 001 200 200 200 200 200 Pearson Correlation 000 000 000 000 1.000 1.000 1.000 000 200 1.000 686 ** N 200 200 200 200 200 Pearson Correlation 000 000 000 000 1.000 1.000 1.000 1.000 000 N 200 200 200 200 200 200 Pearson Correlation 000 000 000 000 172 1.000 1.000 1.000 1.000 015 N 200 200 200 200 200 200 Pearson Correlation 000 000 000 000 1.000 1.000 1.000 1.000 200 200 200 200 Sig (2-tailed) F_PP F_PP 200 Sig (2-tailed) F_PS F_PS N Sig (2-tailed) F_SN F_SN Sig (2-tailed) N 249 468 ** * ** 000 200 200 92 F_CIU Pearson Correlation 223 ** 686 ** 249 ** 172 * 468 ** Sig (2-tailed) 001 000 000 015 000 N 200 200 200 200 200 200 Multiple regression analysis Model Summaryb Model R R Square 912 a Adjusted R Std Error of the Square Estimate 832 827 Durbin-Watson 41571939 2.164 ANOVAa Model Sum of Squares Regression Residual Total df Mean Square 165.472 33.094 33.528 194 173 199.000 199 F Sig 191.494 000 b Coefficientsa Unstandardized Coefficients Model B (Constant) Std Error 1.539E-17 029 F_PU 223 029 F_PEU 686 F_SN Standardized Collinearity Coefficients Statistics Beta t Tolerance 000 1.000 223 7.581 000 1.000 029 686 23.295 000 1.000 249 029 249 8.437 000 1.000 F_PS 172 029 172 5.830 000 1.000 F_PP 468 029 468 15.880 000 1.000 Coefficientsa Collinearity Statistics Model Sig VIF (Constant) F_PU 1.000 F_PEU 1.000 F_SN 1.000 F_PS 1.000 F_PP 1.000 93 Normal distribution test 94 Testing the difference between Gender groups and CIU (T-Test) Group Statistics Gender F_CIU Male N Mean Std Deviation Std Error Mean 102 -.0505817 1.03196415 10217968 98 0526462 96808592 09779145 Female Independent Samples Test Levene's Test for Equality of Variances F F_CIU Equal variances assumed Equal variances Sig .751 t-test for Equality of Means t 387 not df -.729 198 -.730 197.889 assumed Independent Samples Test t-test for Equality of Means Sig (2-tailed) F_CIU Mean Difference Std Error Difference 95% Confidence Interval of the Difference Lower Equal variances assumed 467 -.10322788 14161651 -.38249811 Equal variances not assumed 466 -.10322788 14143498 -.38214109 95 Independent Samples Test t-test for Equality of Means 95% Confidence Interval of the Difference Upper F_CIU Equal variances assumed 17604235 Equal variances not assumed 17568533 10 Testing the difference between Age groups and CIU (ANOVA test) Test of Homogeneity of Variances Levene Statistic F_CIU Based on Mean df1 df2 Sig 1.118 197 329 Based on Median 794 197 454 Based on Median and with 794 195.829 454 1.140 197 322 adjusted df Based on trimmed mean ANOVA F_CIU Sum of Squares Between Groups df Mean Square 383 192 Within Groups 198.617 197 1.008 Total 199.000 199 F Sig .190 827 11 Testing the difference between Occupation groups and CIU (ANOVA test) Test of Homogeneity of Variances Levene Statistic F_CIU df1 df2 Sig Based on Mean 825 195 511 Based on Median 598 195 664 Based on Median and with 598 188.965 664 764 195 550 adjusted df Based on trimmed mean 96 ANOVA F_CIU Sum of Squares Between Groups df Mean Square 2.358 590 Within Groups 196.642 195 1.008 Total 199.000 199 F Sig .585 674 12 Testing the difference between Income groups and CIU (ANOVA test) Test of Homogeneity of Variances Levene Statistic F_CIU df1 df2 Sig Based on Mean 907 196 439 Based on Median 588 196 623 Based on Median and with 588 188.068 623 845 196 471 adjusted df Based on trimmed mean ANOVA F_CIU Sum of Squares Between Groups df Mean Square 3.030 1.010 Within Groups 195.970 196 1.000 Total 199.000 199 F 1.010 Sig .389 ... Customer Intention To Use Online Food Delivery (OFD) Services In Ho Chi Minh City" is to analyze the factors affecting the purchase intention of HCMC customers and to propose solutions in order to. .. customer intention to use Online Food Delivery services in Ho Chi Minh City? 1.4 Subject and scope of the research  Research Subjects: Factors affecting customer intention to use OFD services in HCMC... following research questions: (1) Which are the factors that affect customer intention to use Online Food Delivery services in Ho Chi Minh City? (2) To what extent these factors affect on customer