Đang tải... (xem toàn văn)
STATEBANKOFVIETNAM THE MINISTRY OF EDUCATION AND TRAININGHOCHIMINHUNIVERSITYOFBANKING VOTHIKIMNGANSTUDENT CODE 030805170155 FACTORS AFFECTING CUSTOMER INTENTION TO USEONLINEFOODDELIVERY(OFD)SERVIC[.]
STATEBANKOFVIETNAM THE MINISTRY OF EDUCATION AND TRAININGHOCHIMINHUNIVERSITYOFBANKING VOTHIKIMNGANSTUDENT CODE:030805170155 FACTORS AFFECTING CUSTOMER INTENTION TO USEONLINEFOODDELIVERY(OFD)SERVICES INHOCHI MINH CITY GRADUATION THESISMAJOR:BUSINESSADMINISTRA TION CODE:7340101 SUPERVISOR:TRANVANDAT,Ph.D HoChiMinhCity,2022 STATEBANKOFVIETNAM THE MINISTRY OF EDUCATION AND TRAININGHOCHIMINHUNIVERSITYOFBANKING VOTHIKIMNGANSTUDENT CODE:030805170155 FACTORS AFFECTING CUSTOMER INTENTION TO USEONLINEFOODDELIVERY(OFD)SERVICESINHOCHI MINH CITY GRADUATION THESISMAJOR:BUSINESSADMINISTRA TION CODE:7340101 SUPERVISOR:TRANVANDAT,Ph.D HoChiMinhCity,2022 COMMENTSOFTHESISSUPERVISOR Commentcontent: ………………………………………………………………………….……… ………………………………………………………………………………… ………………………………………………………………………………… ………………………………………………………………………………… ………………………………………………………………………………… ………………………………………………………………………………… ………………………………………………………………………………… ………………………………………………………………………………… ………………………………………………………………………………… ………………………………………………………………………………… ………………………………………………………………………………… ………………………………………………………………………………… ………………………………………………………………………………… HoChiMinhCity, 4th June,2022 CONFIRMATIONOFSUPERVISOR Dr.TRAN VANDAT ABSTRACT -With the cutting-edge internet technology, there have been remarkable changes incustomer behavior related to online shopping This research aims to examine factorsaffectingCustomerIntentiontouseOFDservicesinHCMCduringtheCOVID-19outbreak period Along with theoretical basis and references to previous studies, aproposed research model comprising of variables is built based on TechnologyAcceptanceModel(TAM).By conductingqualitativeresearchandquantitativeresearch with 200 observed samples, the results of Cronbach's Alpha analysis andExploratoryFactorAnalysis(EFA)revealthatthescaleusedinthisstudyisappropriate The outcome showed that all factors affect OFD usage intention withthe level of influence ranked in order, including: (1) Perceived Ease of Use; (2)PerceivedPrice; (3)SubjectiveNorm;(4)PerceivedUsefulness;(5)PerceivedSafety.Theoreticalandpracticalimplications areprovidedtohelpOFDenterprisestoexpandcustomerbaseandimproveappexperience Keywords:Online Food Delivery TechnologyAcceptanceModel(TAM) (OFD) services; Customer intention; DECLARATIONOFAUTHENTICITY -Theauthorherebydeclaresthatthethesiswiththetitle:“FactorsA f f e c t i n g Customer Intention To Use Online Food Delivery (OFD) Services In Ho Chi MinhCity” is the author's own research work The thesis is conducted based on theapplicationofspecializedknowledgeachievedfromBUHUniversityandtheguidance of Doctor Tran Van Dat The research results are genuine, in which thereare no previously published contents or material from other studies except for thefully cited citations presented in the appendix The author assumes responsibilityforanyissuesrelatedtothisthesis Ho Chi Minh City, 4th June, 2022Student, VoThiKimNgan all 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 enthusiasticguidance and passionate assistance In spite of encountering various difficulties, hisconducive instructions and encouragement supported me immensely in order tosuccessfullycompletethisgraduationthesis Along with that, I also implemented a wide range of knowledge which was acquiredfrom different subjects during 4years ofstudying at the BankingU n i v e r s i t y F o r thatreason,Iwouldliketoconveymydeepestappreciationtotheschooladministrato rsandfacultyteachersforcreatingfavorableconditionsformetoperformmyresearch Consideringthatmythesisstillhasmanylimitationsinexpertise,Iwouldb e gratefultorece i vepre ciousa ndva lua ble assessments from teachersatthe Faculty of Business Administrationforfurtherimprovements.Eventually,Iwouldliketosend best wishes to all BUH teachers, my family and friends, good health andsuccessinlife My sincere appreciation,Stu dent, VoThiKimNgan TABLEOFCONTENTS ABSTRACT .i DECLARATIONOFAUTHENTICITY ii ACKNOWLEDGEMENT iii TABLEOFCONTENTS iv LISTOFACRONYMS vii LISTOFTABLES viii LISTOFFIGURES x CHAPTER1:INTRODUCTIONANDTHESISSUMMARY 1.1 Thenecessityofthe topic 1.2 Researchobjectives 1.2.1 GeneralObjective 1.2.2 SpecificObjectives 1.3 Researchquestions 1.4 Subjectandscopeoftheresearch .3 1.5 Researchmethodanddata 1.6 Practicalsignificanceoftheresearch 1.7 Thesisstructure .5 CONCLUSIONOFCHAPTER CHAPTER2:LITERATUREREVIEW 2.1 Concepts 2.1.1 DefinitionofCustomerBuyingBehavior 2.1.2 DefinitionofPurchaseIntention 2.1.3 DefinitionofAppPurchaseIntention 2.1.4 OnlineFoodDelivery(OFD)Services 2.2 Theoreticalperspectives 10 2.2.1 ConsumerDecision-MakingProcess 10 2.2.2 TheoryofPlannedBehavior– TPB 11 2.2.3 TheoryofPerceivedRisk–TPR .12 2.2.4 TechnologyAcceptanceModel–TAM 13 2.2.5 ConsumerBehaviorInE-CommerceEnvironment 14 2.3 Empiricalstudies 15 2.3.1 Internationalstudies .15 2.3.2 StudiesinVietnam 17 2.4 Researchgap 22 2.5 Researchmodelandhypothesesdevelopment 23 2.5.1 Researchmodel 23 2.5.2 Hypothesesdevelopment 24 CONCLUSIONOFCHAPTER 27 CHAPTER3:RESEARCHMETHODOLOGY 28 3.1 Researchprocess 28 3.2 Scaledevelopment 29 3.3 Qualitative research .32 3.3.1 Qualitative researchimplementation 32 3.3.2 Qualitative researchresults 33 3.4 Quantitativeresearch 37 3.4.1 SampleSizeCalculation 37 3.4.2 Datacollection .38 3.4.3 Dataanalysis 38 CONCLUSIONOFCHAPTER3 42 CHAPTER4:RESEARCHRESULTS 43 4.1 Characteristicsofthesurveysample 43 4.2 Testingthescalereliability .46 4.3 ExploratoryFactorAnalysis(EFA) 49 4.3.1 EFAanalysisofindependentvariables .49 4.3.2 EFAanalysisofdependentvariables 52 4.4 Pearson'scorrelationanalysisandMultivariateregressionanalysis 53 4.4.1 Pearson'scorrelationanalysis 53 4.4.2 Multivariateregressionanalysis 56 4.5 Hypothesistesting 60 4.6 NormalDistribution 62 4.7 Testingfordifferencesamongdemographicgroups 64 4.7.1 CustomerIntentiontoUseOFDbetweenGendergroups 64 4.7.2 CustomerIntentiontoUseOFDamongdifferentAgegroups 65 4.7.3 CustomerIntentiontoUseOFDamong differentOccupationgroups 66 4.7.4 CustomerIntentiontoUseOFDamong differentIncomegroups 67 CONCLUSIONOFCHAPTER 68 CHAPTER5:CONCLUSIONANDRECOMMENDATIONS 69 5.1 Summaryandconclusion .69 5.2 Resultcomparisonwithpreviousstudies 70 5.3 Researchcontributions 71 5.4 Implicationsand recommendations .71 5.4.1 PerceivedUsefulness 71 5.4.2 PerceivedEaseofUse 72 5.4.3 Subjective Norm 72 5.4.4 PerceivedSafety .72 5.4.5 PerceivedPrice .73 5.5 Limitationsanddirectionsforfurtherresearches 73 REFERENCES .74 APPENDIX 77 LISTOFACRONYMS No Acronyms Meaning OFD OnlineFoodDelivery HCMC HoChiMinhCity TPB TheoryofPlannedBehavior TPR TheoryofPerceivedRisk TAM SPSS Statistical Package for theSocialSciences EFA ExploratoryFactor Analysis Technology AcceptanceMod el