MINISTRY OF EDUCATION AND TRAINING THE STATE BANK OF VIET NAM HO CHI MINH CITY UNIVERSITY OF BANKING NGUYEN THIEN LUAN FACTORS AFFECTING STUDENTS’ ADOPTION OF USING GRABFOOD APPLICATION DURING COVID 1.
MINISTRY OF EDUCATION AND TRAINING THE STATE BANK OF VIET NAM HO CHI MINH CITY UNIVERSITY OF BANKING NGUYEN THIEN LUAN FACTORS AFFECTING STUDENTS’ ADOPTION OF USING GRABFOOD APPLICATION DURING COVID-19 PANDEMIC IN HO CHI MINH CITY GRADUATE THESIS MAJOR: BUSINESS ADMINISTRATION CODE: 7340101 HO CHI MINH CITY, 2022 MINISTRY OF EDUCATION AND TRAINING THE STATE BANK OF VIETNAM BANKING UNIVERSITY OF HO CHI MINH CITY NGUYEN THIEN LUAN FACTORS AFFECTING STUDENTS’ ADOPTION OF USING GRABFOOD APPLICATION DURING COVID-19 PANDEMIC IN HO CHI MINH CITY GRADUATED THESIS MAJOR: BUSINESS ADMINISTRATION CODE: 7340101 SUPERVISOR Dr PHAM THI HOA HO CHI MINH CITY, 2022 DECLARATION I hereby declare that this is my own research work, the research results presented in the thesis are honest and objective The sources and references cited in this thesis are clearly indicated I am responsible for my thesis Signature Nguyễn Thiên Luân ACKNOWLEDGE I want to express my sincerity thanks to my family and friends who have supported and encouraged me throughout studying and implementing this thesis Nextly, I would like to express my sincere thanks and deep gratitude to my supervisor, Dr Pham Thi Hoa Her encouragement and comments had significantly enriched and improved my thesis Without her motivation and instruction, the thesis would have been impossible to be done effectively Once again, I would like to sincerely thank Miss Hoa Finally, I would like to thank all my friends, who always encouraged and helped me when I faced difficulties during working on this thesis TABLE OF CONTENTS 1.1 Research Statement 1.2 The objective of research 1.3 Research Subjects and Scope 1.4 Research Question 1.5 Thesis outline SUMMARY OF CHAPTER CHAPTER 2: LITERATURE REVIEW 2.1 The concept of Mobile Food Delivery Applications 2.1.1 Overview of Mobile Food Delivery Applications (MFDA) 2.1.2 The need to order food online during the Covid-19 pandemic 2.1.2 Grabfood 2.2 Unified theory of acceptance and use of technology (UTAUT2) 2.3 Satisfaction 13 2.4 Performance expectancy 13 2.5 Effort expactancy 14 2.6 Social influence 15 2.7 Facilitating condition 16 2.8 Price value 16 2.9 Habit 17 2.10 Hedonic Motivation (HM) 17 2.11 Eudaimonic Motivation (EM) 18 Summary of Chapter 19 CHAPTER 3: METHODOLOGY 20 3.1 Research Design and Data collection 20 3.2 Procedure 21 3.3 Questionaire Design 22 3.4 Formal research 27 3.4.1 Sample size 27 3.4.2 Sampling method 28 3.4.3 Survey questionnaire 28 3.5 Data analysis 29 3.5.1 Cronbach’s Alpha 29 3.5.2 Exploratory factor analysis (EFA) 30 3.5.3 Structural Equation Modeling (SEM) 31 Summary of Chapter 33 CHAPTER 4: RESULT AND DISCUSSION 34 4.1 Construct Reliability 34 4.2 Confirmatory Factor Analysis (CFA) 34 4.3 Discriminant Validity and Correlations 38 4.4 Hypothesis Testing 39 CHAPTER 5: CONCLUSION AND IMPLICATIONS 43 5.1 Discussion 43 5.2 Conclusion 45 5.3 Implications 47 5.4 Limitations and Future Work 49 Reference 50 APPENDIX 1: QUESTIONNAIRE SURVEY 63 APPENDIX 71 DESCRIPTIVE STATISTICS 71 APPENDIX 75 CRONBACH’S ALPHA 75 APPENDIX 81 LIST OF ACRONNYMS Acronnyms Meaning SEM Structural equation modeling App Application FDA Food Delivery Applications MFDA Mobile Food Delivery Applications TAM Technology acceptance model TRA Theory of reasoned action UTAUT2 Unified Theory of Acceptance and Use of Technology ECM Expectancy Confirmation Model EFA Exploratory Factor Analysis CFA Confirmatory Factor Analysis CFI Comparative Fit Index RMSEA Root Mean Square Error of Approximation TLI Tucker Lewis index MSV Maximum Shared Variance AVE Average Variance Extracted CR Composite Reliability KMO Kaiser-Meyer-Olkin Sig Significance level O2O Online – to - offline LIST OF FIGURES Figure Proposed research model 12 Figure Research Process 22 LIST OF TABLES Table Measurement scale of observed variables 23 Table Confirmatory factor analysis 35 Table Convergent Validity and Reliability 36 Table Correlation Matrix and Discriminant Validity 38 Table Structural Model Results 40 ABSTRACT COVID-19 has given food delivery businesses in Vietnam a substantial boost Subjective norms and social isolation, according to the idea of planned behavior, are thought to have a favorable effect on behavior intention and persistence The study also sought to examine the beneficial effects of perceived food safety, food delivery, and behavioral intention on continued behavior, with the perception of food safety and food delivery also being suggested to have direct effects on behavioral intention The data from 325 respondents who had used delivery apps for ordering meals was analyzed using structured equation modeling As a consequence, this research adds to previous results on the favorable impacts of effort expectancy, enabling condition, price value, hedonic motivation, and eudaimonic motivation—on user satisfaction with the Grabfood app Customers' continuing usage behavior was also found to be impacted by their level of pleasure These discoveries, it was believed, had major theoretical and practical ramifications Structural Equation Modeling (SEM) was used to test the pathmodel Price advantages and trust in service are key determinants of consumer usage intention in online meal delivery service contexts, according to the findings of this study The study finishes with a discussion of the different implications, limitations and future directions Keyword: Grabfood, Covid - 19; UTAUT2; continuous intention; satisfaction 69 when I am seeking to what I believe in I use Grabfood app in my food buying during the COVID - 19 pandemic when I am seeking to pursue excellence or a personal ideal I use Grabfood app in my food buying during the COVID - 19 pandemic when I am seeking to use the best in myself I use Grabfood app in my food buying during the COVID - 19 pandemic when I am seeking to contribute to others or the surrounding world Part 2: Personal information How often you use Grabfood during Covid-19 pandemic? Once a week Twice a week Three times a week Once a day 70 Twice a day Other Gender Male Female What is your occupation? Student Part-time Full-time Unemployed What is the average income monthly? < 3.000.000 VND From 3.000.000 VND to 5.000.000 VND From 5.000.000 VND to 10.000.000 VND From 10.000.000 VND to 15.000.000 VND >15.000.000 VND 71 APPENDIX DESCRIPTIVE STATISTICS GENDER Frequency Percent Valid Cumulative Percent Percent Va lid Male 150 46.2 46.2 46.2 Female 175 53.8 53.8 100.0 Total 325 100.0 100.0 AGE Frequency Percent Valid Cumulative Percen Percent t = 40 years old Total 72 OCCUPATION Frequency College lid Valid Cumulative Percent Percent 220 67.7 67.7 67.7 Part-time 26 8.0 8.0 75.7 Full time 76 23.4 23.4 99.1 9 100.0 325 100.0 100.0 student Va Percent Unemploye d Total INCOME Frequency < 3,000,000 VND Valid Cumulative Percent Percent 125 38.5 38.5 38.5 80 24.6 24.6 63.1 68 20.9 20.9 84.0 21 6.5 6.5 90.5 > 15,000,000 VND 31 9.5 9.5 100.0 Total 325 100.0 100.0 3,000,000 to 5,000,000 VND 5,000,000 Va Percent to 10,000,000 VND lid 10,000,000 to 15,000,000 VND 73 Descriptive Statistics N Minimum Maxi Mean mum Std Deviation PE1 325 5.63 1.370 PE2 325 5.60 1.440 PE3 325 5.66 1.408 PE4 325 5.64 1.430 EE1 325 5.48 1.241 EE2 325 5.48 1.241 EE3 325 5.46 1.248 EE4 325 5.47 1.218 SI1 325 5.37 1.295 SI2 325 5.31 1.292 SI3 325 5.35 1.288 SI4 325 5.41 1.272 FC1 325 5.60 1.181 FC2 325 5.68 1.166 FC3 325 5.65 1.192 FC4 325 5.66 1.177 HT1 325 3.77 1.661 HT2 325 3.74 1.674 HT3 325 4.18 1.729 HT4 325 3.84 1.753 PV1 325 5.03 1.313 PV2 325 5.03 1.325 PV3 325 4.99 1.293 74 PV4 325 5.02 1.312 HM1 325 4.67 1.419 HM2 325 4.63 1.523 HM3 325 4.54 1.391 HM4 325 4.66 1.460 HM5 325 4.51 1.480 HM6 320 4.64 1.451 HM7 325 4.78 1.545 EM1 325 4.70 1.485 EM2 325 4.69 1.444 EM3 325 4.70 1.423 EM4 325 4.78 1.444 EM5 325 4.74 1.412 SAT1 325 5.29 1.428 SAT2 325 5.24 1.444 SAT3 325 5.37 1.372 CI1 325 4.91 1.412 CI2 325 4.86 1.457 CI3 325 4.93 1.398 CI4 325 4.92 1.355 Valid (listwise) N 320 75 APPENDIX CRONBACH’S ALPHA Performance expectancy Reliability Statistics Cronbach's N of Items Alpha 956 Item-Total Statistics Scale Mean if Scale Item Deleted Variance if Corrected Cronbach's Alpha if Item-Total Item Deleted Item Deleted Correlation PE1 16.91 16.874 836 958 PE2 16.93 15.613 921 933 PE3 16.87 16.138 888 943 PE4 16.90 15.680 921 932 Effor expactancy Reliability Statistics Cronbach's N of Items Alpha 953 76 Item-Total Statistics Scale Mean if Scale Corrected Cronbach's Item Deleted Variance Item-Total Alpha if Item Item Deleted Correlation Deleted if EE1 16.41 12.471 847 949 EE2 16.41 12.119 900 933 EE3 16.43 11.888 929 924 EE4 16.42 12.521 862 944 Social influence Reliability Statistics Cronbach's N of Items Alpha 944 Item-Total Statistics Scale Mean Scale if Variance Item if Corrected Cronbach's Item-Total Alpha if Item Deleted Item Deleted Correlation Deleted SI1 16.06 12.780 889 919 SI2 16.12 12.853 881 922 SI3 16.08 13.265 827 938 SI4 16.02 13.108 865 927 77 Faciliitating conditions Reliability Statistics Cronbach's N of Items Alpha 956 Item-Total Statistics Scale Mean if Scale Variance Corrected Cronbach's Item Deleted if Item Deleted Item-Total Alpha if Item Correlation Deleted FC1 16.99 10.904 939 927 FC2 16.90 11.580 843 956 FC3 16.94 11.354 853 953 FC4 16.93 10.973 932 929 Habit Reliability Statistics Cronbach's N Alpha Items 871 of 78 Item-Total Statistics Scale Mean if Scale Item Deleted Variance if Corrected Cronbach's Alpha Item-Total if Item Deleted Item Deleted Correlation HT1 11.77 18.641 845 787 HT2 11.79 20.339 688 849 HT3 11.35 20.185 666 858 HT4 11.70 19.503 707 842 Scale Mean if Scale Corrected Cronbach's Alpha Item Deleted Variance Item-Total if Item Deleted Price value Reliability Statistics Cronbach's N of Items Alpha 960 Item-Total Statistics if Item Deleted Correlation PV1 15.05 13.550 958 930 PV2 15.05 13.766 917 942 PV3 15.09 14.485 851 961 PV4 15.06 14.145 878 954 79 Hedonic motivation Reliability Statistics Cronbach's N of Items Alpha 949 Item-Total Statistics Scale Mean if Scale Corrected Item- Cronbach's Alpha if Item Item Deleted Variance if Total Correlation Deleted Item Deleted HM1 27.83 60.705 828 942 HM2 27.88 58.274 881 937 HM3 27.96 61.121 831 942 HM4 27.83 60.032 834 941 HM5 27.99 59.326 857 939 HM6 27.88 60.421 821 942 HM7 27.72 60.442 755 948 80 Eudainomic motivation Reliability Statistics Cronbach's N Alpha Items 963 of Item-Total Statistics Scale Mean if Scale Item Deleted Variance if Item Deleted Correc Cronbach's ted Item Deleted ItemTotal Correl ation EM1 18.92 28.969 878 957 EM2 18.93 28.958 911 951 EM3 18.92 29.163 912 951 EM4 18.84 28.937 913 951 EM5 18.88 29.979 856 960 Alpha if 81 APPENDIX EFA 82 83 ... affecting adoption of using GrabFood application of students during Covid- 19 pandemic in Ho Chi Minh City Objective 2: Examine the impact of these factors on students? ?? satisfaction of using Grabfood. ..MINISTRY OF EDUCATION AND TRAINING THE STATE BANK OF VIETNAM BANKING UNIVERSITY OF HO CHI MINH CITY NGUYEN THIEN LUAN FACTORS AFFECTING STUDENTS? ?? ADOPTION OF USING GRABFOOD APPLICATION DURING. .. factors affecting satisfaction, thereby affecting intention to continue using Grabfood application during Covid- 19 pandemic in Ho Chi Minh City The study will be conducted from March 2022 to June 2022