VIETNAM NATIONAL UNIVERSITY

HO CHI MINH CITY UNIVERSITY OF TECHNOLOGY

SCHOOL OF INDUSTRIAL MANAGEMENT

 TABLE OF CONTENTS
ABSTRACT...................................................................................................................6

CHAPTER 1: INTRODUCTION................................................................................8

1.1 RESEARCH CONTEXT.......................................................................................8

1.2 RESEARCH OBJECTIVES..................................................................................8

1.3 RESEARCH OBJECT...........................................................................................9

1.4 MANAGEMENT PROBLEMS...........................................................................10

1.5 RESEARCH QUESTION....................................................................................10

1.6 RESEARCH SIGNIFICANCE............................................................................10

1.7 STRUCTURE OF THE STUDY.........................................................................11

CHAPTER 2: LITERATURE REVIEW..................................................................12

2.1 RESEARCH CONTEXT.....................................................................................12

2.2 KEY CONCEPT..................................................................................................13

2.2.1. Food delivery applications (FDAs)..............................................................13

2.2.2. Societal Pressure...........................................................................................13

2.2.3. Delivery Experience.....................................................................................14

2.2.4. Customer Experience....................................................................................14

2.2.5. Ease of Use...................................................................................................14

2.2.6. Quality Control.............................................................................................15

2.2.7. Convenience.................................................................................................15

2.2.8. Listing...........................................................................................................15

2.2.9. Search of restaurants.....................................................................................16

2.3 USE AND GRATIFICATION THEORY...........................................................16

2.4 SUMMARY OF PREVIOUS STUDY................................................................17

 2.4.1 Research about “Why do people use food delivery apps (FDA)? A uses and
gratification theory perspective” by Arghya Ray, Amandeep Dhir, Pradip Kumar
Bala, and Puneet Kaur............................................................................................17

2.5. PROPOSED RESEARCH MODEL AND HYPOTHESIS................................18

2.5.1. Proposed research model..............................................................................18

2.5.2 Hypothesis development................................................................................19

CHAPTER 3: RESEARCH DESIGN.......................................................................22

3.1. RESEARCH PROCESS.....................................................................................22

3.2. SAMPLING........................................................................................................23

3.2.1. Research subjects..........................................................................................23

3.2.2. Sample size...................................................................................................23

3.2.3. Sampling methods........................................................................................23

3.3. THE MEASUREMENT SCALES.....................................................................24

3.4. THE RESEARCH MODEL................................................................................27

3.5. DATA COLLECTING METHOD.....................................................................28

3.6. DATA ANALYSIS METHOD...........................................................................28

3.6.1. Descriptive statistics.....................................................................................28

3.6.2. Cronbach’s Alpha: Assessing reliability of the scales..................................28

CHAPTER 4: RESEARCH FINDINGS...................................................................29

4.1 DESCRIPTIVE STATISTIC...............................................................................29

4.1.1 Descriptive statistics of the sample...............................................................29

4.1.2 Descriptive statistics of the items..................................................................29

4.2 ASSESSING THE RELIABILITY OF THE SCALE USING CRONBACH’S

APPLA.......................................................................................................................29

4.3 EFA EXPLORATORY FACTOR ANALYSIS..................................................29

4.3.1 The first EFA exploratory factor analysis for the independent factors.........29
 4.3.2 The second EFA exploratory factor analysis for the independent factors.....29

4,3.3 The third EFA exploratory factor analysis for the independent factors........29

4.3.4 The fourth EFA exploratory factor analysis for the independent factors......29

4.3.5 EFA exploratory factor analysis for the independent factor..........................29

4.3.6 Reliability of the scale with Cronbach Alpha after EFA analysis.................29

4.4 THE RESEARCH MODEL AFTER EFA..........................................................29

4.5 REGRESSION ANALYSIS................................................................................29

4.5.1 Correlation analysis.......................................................................................29

4.5.2 Linear regression analysis.............................................................................29

4.6 DISCUSSION RESEARCH RESULTS..............................................................29

CHAPTER 5. CONCLUSION...................................................................................30

5.1 THE MAIN FINDINGS OF THE STUDY.........................................................30

5.2 MANAGERIAL IMPLICATIONS.....................................................................30

5.3 LIMIRATIONS....................................................................................................30

REFFERENCE............................................................................................................31

APPENDICES.............................................................................................................32
LIST OF FIGURES
LIST OF TABLES
 ABSTRACT
The speedy advancement of internet technology has created a motivating force
for the development of online food delivery services (OFD). In the Vietnamese
electronic commerce environment, the trend for digital transformation spreads across
Vietnamese people’s daily lives, especially the rise of mobile digital platforms on
smartphones, such as ride-hailing apps and food delivery apps, which is also expedited
by the high usage rate of internet and smartphones in Vietnam compared to the
surrounding regions (Minh Ngoc Nguyen, 2021). Consequently, Vietnam is an
interesting research context and a study on Vietnam will provide valuable findings
about the predictors of using digital platforms on smartphones in general, and online
food delivery apps in particular.

This study offers a theoretical model for investigating determinants of

consumers' intentions to use Food Delivery Apps. Primary data were acquired from
197 valid questionnaires with an online food delivery experience scale, and
quantitative data were obtained using a five-point Likert scale. In the data-processing
phase, SPSS 20 was applied because it provides many useful features, such as
descriptive statistics, exploratory factor analysis (EFA), scale reliability analysis using
the Cronbach Alpha coefficient, Pearson correlation analysis, and multivariate
regression analysis. Based on these discoveries, the study makes a variety of
recommendations for getting insight into consumers' intentions with Food Delivery
Apps.

The results of the data show that visual experience and social and pragmatic
experience are the two factors that most influence customer loyalty, thereby affecting
the re-purchase intention of customers through shopping on e-commerce sites.

The research has elucidated several key factors influencing customers' intentions
towards food delivery apps, including the impact of social pressure, delivery and
customer experience, ease of use, quality control measures, convenience features,
restaurant listings, and the effectiveness of search functionalities within these
platforms. These findings shed light on the intricate interplay of various elements that
shape user behavior and preferences in the realm of food delivery services.

The study's practicality is restricted because its findings may not be relevant for
analyzing products in various markets. Due to its specific focus, the results might not
offer valuable insights that can be easily applied to research in diverse market settings.
The lack of broad applicability could limit the study's usefulness when trying to
understand consumer behaviors, economic conditions, and regulatory differences in
other market contexts.

The main keywords of the assignment are food delivery applications, intention to
use, and e-commerce sites.
 CHAPTER 1: INTRODUCTION
1.1 RESEARCH CONTEXT

The rapid growth of the food delivery industry in Vietnam has been fueled by the
increasing popularity of mobile food delivery apps. As the Vietnamese economy
continues to develop and urbanization accelerates, more consumers are turning to these
convenient platforms to order food from the comfort of their homes or offices. This
shift in consumer behavior has been influenced by factors such as the widespread
adoption of smartphones and changing lifestyle preferences, which have further
reinforced the demand for contactless food delivery services.

Exploring the intentions that drive the use of food delivery apps in the
Vietnamese context is crucial, as it can provide valuable insights to businesses and
policymakers. Understanding the unique gratifications sought by Vietnamese
consumers, such as convenience, access to a wider range of culinary options, or the
desire for social connections, can help food delivery companies tailor their services
and marketing strategies to better meet the evolving needs of this market. Additionally,
these insights can inform the development of more user-centric app features and the
optimization of overall service delivery and, ultimately, enhance customer intention to
use food delivery apps (FDA).

1.2 RESEARCH OBJECTIVES

The objective of this research is to gain a deep understanding of the motivations

and influencing factors behind the intention to use food delivery apps (FDAs) among
consumers aged 18 to 35, using the Uses and Gratifications (U&G) theory as a guiding
framework. By applying U&G theory, this study seeks to identify the specific
gratifications—such as convenience, customer experience, ease of use, and quality
control—that drive FDA engagement within this demographic (Katz, 1973).
Furthermore, the study analyzes how each of these gratifications relates to consumers'
intentions to continue using FDAs, aiming to provide a detailed picture of what
motivates app engagement among young adult users (Dhir et al., 2015; He et al.,
2018). The findings are expected to offer actionable insights for FDA providers,
allowing them to refine user engagement strategies and customize app features to
better meet the preferences and needs of this key consumer group. Such insights will
be instrumental for FDA providers seeking to boost user retention and satisfaction by
aligning app design and promotional tactics with the specific motivations that
encourage use (Chan et al., 2014; Malik et al., 2016).

1.3 RESEARCH OBJECT

The research object in this study is consumers aged 18 to 35 who frequently use
food delivery applications (FDAs). Representing a digitally engaged demographic, this
group shows a high propensity to adopt mobile applications for convenience, food
choices, and lifestyle needs (Katz, 1973). Selected for their digital fluency and strong
interaction with mobile technology, these consumers also display unique
characteristics, preferences, and behaviors shaped by urban environments and fast-
paced lifestyles, making them an ideal subject for examining motivations behind FDA
use.

As digital natives, predominantly millennials and younger adults, they are well-
versed in digital platforms, aligning naturally with the app-based nature of FDAs.
Their comfort with online transactions and familiarity with mobile applications
contribute to their openness to using FDAs as a solution for daily needs, including
food delivery (Dhir et al., 2015). Their busy, urban lifestyles amplify their need for
convenience, as many live in environments where time constraints, work
commitments, and easy access to diverse dining options are pivotal. FDAs cater to
these preferences by providing filtering features, real-time tracking, and flexible
payment methods (Malik et al., 2016).

Additionally, this age group places value on convenience and customization in

their food choices, allowing them to tailor their orders and engage more deeply with
the platform. The influence of social trends also plays a significant role in their FDA
usage, as they are heavily swayed by peer recommendations, online reviews, and
social media (Chan et al., 2014). FDAs leverage this by integrating interactive features
such as promotional offers, which appeal to their desire for shared experiences. While
they are willing to pay for convenience, these consumers are also cost-conscious, often
seeking discounts, loyalty rewards, and other promotions to maximize value, a need
that FDAs meet through various incentives and loyalty programs (He et al., 2018).

1.4 MANAGEMENT PROBLEMS

The growing popularity of food delivery apps (FDAs) presents several

management challenges that companies must address. Understanding the determinants
of consumers' intention to use FDAs is crucial for service providers aiming to attract
and retain users in an increasingly competitive market. Demographic variability
further complicates matters, as different age groups and income levels have distinct
preferences, making a one-size-fits-all approach ineffective. Operational efficiency is
challenged by the need to manage logistics and delivery times, which can harm
consumer intentions. Finally, ineffective marketing strategies can waste resources.
Addressing these issues is essential for FDAs to enhance the number of user
approaches.

1.5 RESEARCH QUESTION

The research question is "What factor is affecting consumers’ intention to use

food delivery apps (FDAs)?" This question is explored through the lens of the Uses
and Gratifications (U&G) theory, seeking to understand the motivations and reasons
behind the use of FDAs.

1.6 RESEARCH SIGNIFICANCE

The significance of this research lies in its ability to provide insights into
consumer behavior, contributing to the limited existing knowledge about FDAs in
diverse cultural contexts. The findings of this study can support stakeholders,
including FDA providers, restaurants, and policymakers, in better understanding and
meeting consumer needs, and can also encourage future research on FDAs in different
contexts and cultures.

1.7 STRUCTURE OF THE STUDY

The study includes five chapters below:

● Chapter 1 - Introduction: This chapter provides the rationale for the

research, clearly states the management problem, research questions, and objectives,
while also giving an overview of the research context and its significance, and
outlining the structure of the report.

● Chapter 2 - Literature Review: The chapter should feature a literature

review that examines relevant academic theories, concepts, and empirical findings to
identify knowledge gaps and justify the need for the study.

● Chapter 3 - Research Design: The chapter should then describe the

research design, survey instrument development, sampling approach, data collection
procedures, and analytical techniques to be employed.

● Chapter 4 - Research Findings: This chapter will present the results

clearly, using visual aids, and interpret them in relation to the research questions and
objectives.

● Chapter 5 - Conclusion and Recommendations: This chapter will

summarize key findings, address the research questions and objectives, and provide
practical recommendations based on the findings.
 CHAPTER 2: LITERATURE REVIEW

2.1 RESEARCH CONTEXT

In Vietnam, the online food delivery market has always been considered to have
great potential. However, fierce competition and high expectations from consumers
have forced many businesses to admit that this is "not a fertile land". In addition to
Beamin, the Vietnamese market has 5 other popular food delivery applications
including ShopeeFood, LoShip, GrabFood, BeFood, and GoFood.

According to "Báo nhân dân", Vietnamese consumers are quick to catch up with
trends and are proficient in using technology, open to cultures, and always push
businesses to invest in developing new features. Vietnam also has a remarkable
development of digital banking and online payment platforms, helping applications to
serve customers faster and more conveniently. Momentum Works' 2023 Online Food
Delivery Market Report said that by the end of 2023, the Southeast Asian online food
delivery market is expected to reach a revenue of 30.12 billion USD, up 26.6% year-
on-year, and the annual growth rate in the period 2023 - 2027 is 17.25%, reaching
56.92 billion USD in 2027.

Accordingly, the total expected revenue of the Vietnamese online food delivery
market in 2023 ranks 5th among Southeast Asian countries, after Indonesia, the
Philippines, Thailand and Malaysia, but has a growth rate compared to the same period
last year ranked 3rd and the compound annual growth rate in the period 2023 - 2027
ranked only after Indonesia. A study by Statista also stated that with a population size
among the top in Southeast Asia, Vietnam is showing great potential to develop the
online food delivery market. Revenue from this market could reach 1.93 billion USD
in 2023, 29.5% higher than in 2022, with a compound annual growth rate (CAGR) of
15.29% in the 2023-2027 period, equivalent to a revenue of 3.41 billion USD in 2027.
Of which, the revenue of the online meal delivery segment in 2023 is expected to
reach 538.4 million USD, 19.4% higher than the same period last year, and the CAGR
in the 2023-2027 period is 5.93%, equivalent to a revenue of 678 million USD in
2027. Compared to the Chinese market, the revenue of the online meal delivery
segment in Vietnam is 315 times lower.

2.2 KEY CONCEPT

2.2.1. Food delivery applications (FDAs)

Food delivery applications (FDAs) are gradually popular among people around
the world since 2020. They are mobile apps that consumers can download to their
smartphones to access restaurants and view menus, order food, and pay without any
physical interaction with staff at the restaurant (Alalwan, 2020) 1. With a single tap on
their phones, customers can place orders from a range of restaurants, with various food
choices to choose from. This enables customers to order and pay for food remotely and
to have the food delivered to a specified address, all without having to meet the
restaurant personnel (Amin et al., 2021, Alalwan, 2020)2.

2.2.2. Societal Pressure

Societal pressure plays a significant role in influencing consumer behavior
regarding the adoption of food delivery apps (FDAs). This includes the influence of
social norms, peer behaviors, and the increasing ubiquity of FDAs in urban lifestyles.
Many users may feel compelled to use these apps to conform to societal trends or
avoid feelings of exclusion, commonly referred to as fear of missing out (FOMO).
Furthermore, the integration of FDAs into modern social rituals—such as ordering
group meals during gatherings or sharing food delivery experiences on social media—
further perpetuates their popularity. The theory of planned behavior highlights the
importance of subjective norms in shaping intention and behavior, which is relevant to
understanding FDA usage motivations (Ajzen, 1991)3.

1 A.A. Alalwan. Mobile food ordering apps: an empirical study of the factors affecting customer e-
satisfaction and continued intention to reuse. Int. J. Inf. Manag., 50 (2020), pp. 28-44
2 M.A. Amin, M.S. Arefin, T. Ahammad, M.R. Hoque. Using mobile food delivery applications during
COVID-19 pandemic: an extended model of planned behavior. J. Food Prod. Mark., 27 (2) (2021), pp.
105-126
3 Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision
Processes, 50(2), 179–211.
2.2.3. Delivery Experience
Delivery experience encompasses the quality, reliability, and efficiency of food
delivery services, which significantly affect user satisfaction. Timeliness, accuracy of
orders, and the behavior of delivery personnel all contribute to this experience. Users
are more likely to continue using FDAs when deliveries consistently meet or exceed
their expectations. Research on last-mile logistics emphasizes the importance of
streamlined delivery processes to enhance consumer perceptions of convenience and
reliability, which are critical in competitive digital marketplaces (Wang et al., 2019) 4.
The interplay between delivery reliability and consumer trust is a cornerstone in
ensuring repeat usage of FDAs.

2.2.4. Customer Experience

The overall customer experience encapsulates all touchpoints a user has with an
FDA, from app interface design to customer service interactions. A seamless, user-
friendly design coupled with responsive support services enhances consumer
satisfaction and loyalty. Negative experiences, such as app crashes, difficulty in
placing orders, or unresponsive customer support, can deter users from returning.
Studies on customer experience highlight its critical role in shaping consumer
perceptions and driving loyalty in digital platforms, particularly in industries where
competition is high, such as food delivery (Lemon & Verhoef, 2016)5.

2.2.5. Ease of Use

Ease of use refers to the intuitive and straightforward functionality of FDAs,
which minimizes the learning curve for new users. This factor is especially critical in
determining whether users, especially those less technologically savvy, will adopt and
continue using the app. According to the technology acceptance model, perceived ease
of use directly influences perceived usefulness, which in turn affects user intention to
adopt a technology (Davis, 1989)6. In the context of FDAs, features such as quick

4 Wang, X., Yuen, K. F., Wong, Y. D., & Teo, C. C. (2019). Consumer perceptions of last-mile
logistics and e-commerce sustainability. Journal of Cleaner Production, 224, 405-416.
5 Lemon, K. N., & Verhoef, P. C. (2016). Understanding customer experience throughout the
customer journey. Journal of Marketing, 80(6), 69–96.
6 Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of
information technology. MIS Quarterly, 13(3), 319-340.
navigation, simple payment processes, and clear tracking mechanisms are pivotal in
retaining a broad user base.

2.2.6. Quality Control

Quality control focuses on ensuring the delivered food meets high standards of
freshness, hygiene, and proper handling. It is a decisive factor for users concerned
about safety and consistency in their food orders. The credibility of FDAs often hinges
on their ability to uphold quality control standards, as any lapses can significantly
damage trust. Research on quality management in online food services underscores the
importance of transparent processes, feedback loops, and partnerships with reputable
vendors to maintain consumer confidence (Alhabeeb et al., 2021)7.

2.2.7. Convenience
Convenience remains a primary driver for FDA usage. By eliminating the need to
travel to restaurants or prepare meals, FDAs save users time and effort. This is
especially attractive to busy professionals, families, and individuals seeking to
optimize their daily routines. Convenience also extends to flexibility, as users can
order from a variety of cuisines at any time of the day. Studies indicate that
convenience is one of the strongest motivators for consumers engaging with digital
platforms, particularly in time-sensitive contexts like food delivery (Zhang et al.,
2020)8.

2.2.8. Listing
The listing feature in Food Delivery Apps (FDAs) refers to how restaurants and
menu options are categorized and presented within the app. This includes grouping
restaurants by criteria such as location, cuisine type, or other relevant filters, making it
easier for users to navigate and choose their desired meals. Effective listing enhances
usability by reducing cognitive load and streamlining decision-making for users (Ray
et al., 2019)9. Studies suggest that proper categorization not only facilitates ease of

7 Alhabeeb, M. J., & al. (2021). Quality control in online food delivery services: A critical analysis.
Journal of Foodservice Business Research, 24(3), 245–264.
8 Zhang, M., Guo, L., Hu, M., & Liu, W. (2020). Influence of convenience on consumer behavior in
digital marketplaces. Electronic Commerce Research and Applications, 39, 100901.
9 Ray, A., Dhir, A., Bala, P. K., & Kaur, P. (2019). Why do people use food delivery apps (FDA)? A
uses and gratification theory perspective. Journal of Retailing and Consumer Services, 51, 221–230.
https://doi.org/10.1016/j.jretconser.2019.05.025.
access but also impacts user satisfaction and the likelihood of app usage. However,
overly complex or cluttered listings may deter users, negatively influencing their
intention to use FDAs. This feature is therefore critical for fostering a seamless and
user-friendly app experience, emphasizing the importance of clear and intuitive
designs for listings (Ray et al., 2019).

2.2.9. Search of restaurants

The search feature in food delivery apps (FDAs) is crucial for enhancing user
satisfaction by providing easy access to a wide range of restaurant options. It allows
users to filter results by factors like cuisine type, distance, ratings, and delivery times,
making it easier to find meals that meet specific preferences. Personalized
recommendations, based on user history, further improve the relevance of search
results. Research indicates that an efficient search function boosts user engagement
and satisfaction by saving time and promoting discovery (Smith et al., 2018) 10.
Additionally, it helps small restaurants gain visibility, fostering a more competitive
and diverse marketplace (Zhang et al., 2020)11.

2.3 USE AND GRATIFICATION THEORY

Uses and gratification (U&G) have been effectively applied in various

technology adoption studies, including social media, photo sharing, and online
shopping. It helps identify consumer motivations within different digital domains,
making it highly suitable for analyzing the drivers behind FDA use.

Motivation Categories in FDAs: The study organizes motivations into four main
categories within U&G (Sundar and Limperos, 2013)12:

● Process Gratifications: Derived from the convenience, ease of use,

delivery experience, and customer experience that FDAs offer.

10 Smith, A., Jones, R., & Taylor, K. (2018). Variety-seeking behavior in food delivery app users.
Journal of Consumer Research, 45(5), 1121-1138.
11 Zhang, M., Guo, L., Hu, M., & Liu, W. (2020). Influence of convenience on consumer behavior in
digital marketplaces. Electronic Commerce Research and Applications, 39, 100901.
12 Sundar, S.S., Limperos, A.M., 2013. Uses and grats 2.0: New gratifications for new media. J.
Broadcast. Electron. Media 57 (4), 504–525.
 ● Content Gratifications: Linked to the search for restaurant information,
allowing users to explore diverse food options easily.

● Social Gratifications: Relates to societal pressure, where social

influences such as family and peer recommendations play a role in FDA usage.

● Technology Gratifications: Pertains to app features like quality control

and listing, addressing users’ need for accurate information and reliability

Theory-Based Hypotheses: Using U&G as a foundation, the study formulates

hypotheses to assess the impact of each gratification category on FDA usage
intentions. Key findings highlight that customer experience, ease of use, and restaurant
search are significant drivers of continued FDA use, while other factors such as
societal pressure and delivery experience show a lesser impact.

2.4 SUMMARY OF PREVIOUS STUDY

2.4.1 Research about “Why do people use food delivery apps (FDA)? A uses and
gratification theory perspective” by Arghya Ray, Amandeep Dhir, Pradip Kumar
Bala, and Puneet Kaur
Research Purpose: The study worked to understand the various motives behind
consumer behavior's usage of different FDAs that have not been dressed by developing
a psychometrically valid and reliable instrument that measures different uses and
gratifications (U&G) behind the use of FDAs in India.

Types of factors: The eight U&Gs can be classified into four dimensions as
follows

 Process gratification (convenience, ease-of-use, delivery experience, and

customer experience)
 Content gratification (search of restaurants)
 Social gratification (societal pressure)
 Technology gratification (listing, quality control)
 Research process: Based on the qualitative study, an online cross-sectional
survey was developed and completed by 395 FDA users (91.14% were aged between
20 to 35 years) in February 2019. Apart from this, there were four demographic
questions, namely, age, gender, educational qualification, and economic background,
and two questions related to FDA usage, namely frequency of use and experience in
FDA use. The target user group was reached through various methods, e.g., sharing the
survey links on different online social media platforms (Facebook and WhatsApp) and
other online communities, connecting to the target population through friends’
networks, and approaching various organizations in the service sector (e.g., employees
of IT companies and banks). The screening questions ensured the selected participants
knew what FDA services are and that they regularly use the FDA.

Research result: The findings of this study reveal that customer experience,
search of restaurants, listing, and ease-of-use shared a significant association with
intention to use. However, surprisingly, convenience, societal pressure, delivery
experience, and quality control did not play any role.

2.5. PROPOSED RESEARCH MODEL AND HYPOTHESIS

2.5.1. Proposed research model

The research model proposed in the study incorporates eight key uses and
gratifications (U&Gs) associated with the intention to use food delivery apps (FDAs).
These U&Gs are categorized into four dimensions based on prior literature: process
gratifications, content gratifications, social gratifications, and technology
gratifications. Each dimension consists of specific factors hypothesized to influence
user intentions (shown in Figure below).

The research model integrates these hypotheses into a structural framework to

analyze their combined effects on FDA usage intentions. Each hypothesis is tested
using structural equation modeling to determine its significance and impact.
2.5.2 Hypothesis development
Societal pressure plays a significant role in influencing consumer behavior
regarding the adoption of food delivery apps (FDAs). This includes the influence of
social norms, peer behaviors, and the increasing ubiquity of FDAs in urban lifestyles.
Many users may feel compelled to use these apps to conform to societal trends or
avoid feelings of exclusion, commonly referred to as fear of missing out (FOMO)
(Ajzen, 1991). Researchers have identified a favorable connection between societal
influence and intentions to use across various contexts, including eating purposes (Liu
et al., 2019), purchase intentions (Kim, 2018), and continuance intentions (Shao,
2018). Therefore, hypothesis H1 is established:

H1: Social pressure has a positive impact on consumer's intention to use FDAs

Delivery experience encompasses the quality, reliability, and efficiency of food

delivery services, which significantly affect consumer intention. Timeliness, accuracy
of orders, and the behavior of delivery personnel all contribute to this experience.
Users are more likely to continue using FDAs when deliveries consistently meet or
exceed their expectations (Wang et al., 2019). Several recent studies found that
consumer satisfaction and loyalty toward OFDs is a vital predictors of usage intentions
(Elvandari et al., 2017; Maimaiti et al., 2018; Suhartanto et al., 2019; Yeo et al., 2017;
Yusra and Agus, 2018). All these studies suggest a positive relationship between
delivery experience and intentions. A good experience leads to a positive intention to
use/reuse a service. Therefore, hypothesis H2 is established:

H2: Delivery experience has a positive impact on consumer's intention to use

FDAs

The overall customer experience encapsulates all touchpoints a user has with an
FDA, from app interface design to customer service interactions. A seamless, user-
friendly design coupled with responsive support services enhances the intention to use
(Lemon & Verhoef, 2016). A variety of research on customer experience highlights its
critical role in shaping the knowledge of users on the Internet, particularly in food
delivery industries. In their study on OFD Kundu and Chatterjee (2018) stated that
customer experience has a significant positive association with usage intention. The
buying intention is based on both expectations and perceptions (Kyto et al., 2019). All
these studies suggest a positive relationship between customer experience and
intentions. A good experience leads to a positive intention to use/reuse a service.
Therefore, hypothesis H3 is established:

H3: Customer experience has a positive impact on consumer's intention to use

FDAs

Ease of use refers to the intuitive and straightforward functionality of FDAs,

which minimizes the learning curve for new users. This factor is especially critical in
determining whether users, especially those less technologically savvy, will adopt and
continue using the app. (Davis, 1989). A lot of research is conducted by scholars to
point out that ease-of-use of technological innovations has a significant positive
association with use intention (Davis, 1989; Venkatesh and Davis, 2000). Ease-of-use
means a technology is not difficult to understand and use (Wu and Wang, 2005). Food
traceability systems can help in getting customers interested (Jin and Zhou, 2014). All
these studies suggest a positive relationship between ease of use and intentions.
Therefore, hypothesis H4 is established:

H4: Ease of use has a positive impact on consumer's intention to use FDAs

Quality control focuses on ensuring the delivered food meets high standards of
freshness, hygiene, and proper handling. It is a decisive factor for users concerned
about safety and consistency in their food orders (Alhabeeb et al., 2021). As for a large
number of consumers, there exists an expectation that operators of food delivery
applications (FDAs) should offer a diverse range of quality indicators. These
indicators may include visual elements such as high-resolution photos, detailed ratings,
and comprehensive reviews. By providing these features, customers are empowered to
make informed decisions, effectively filter through restaurant options, select preferred
dishes, and seamlessly complete their orders swiftly and efficiently. Prior literature has
suggested a positive association between quality and repurchase motives in the case of
business-to-consumer online retailing (Zhang et al., 2011). Therefore, hypothesis H5 is
established:

H5: Quality control has a positive impact on consumer's intention to use FDAs

Convenience remains a primary driver for FDA usage. By eliminating the need to
travel to restaurants or prepare meals, FDAs save users time and effort. This is
especially attractive to busy professionals, families, and individuals seeking to
optimize their daily routines. Convenience also extends to flexibility, as users can
order from a variety of cuisines at any time of the day (Zhang et al., 2020). Prior
studies on OFDs suggest that location (Correa et al., 2018; He et al., 2018), traffic
(Correa et al., 2018), and convenience (Pigatto et al., 2017; Rohand Park, 2018; Yeo et
al., 2017) are positively associated with usage intention. Therefore, hypothesis H6 is
established:

H6: Convenience has a positive impact on consumer's intention to use FDAs

The listing feature in food delivery apps (FDAs) refers to how restaurants and
food options are organized and presented to users, such as by area, cuisine type, or
menu variety. It aims to enhance usability and aid decision-making by reducing the
effort required to explore available options. However, prior research indicates mixed
findings regarding its influence on user intentions. While usability often drives
positive associations with technology adoption, overly complex or cluttered listings
may deter users, leading to negative usage intentions. For example, listings categorized
in various themes might create a confusing interface, negatively impacting user
perceptions and reducing the likelihood of FDA adoption (Ray et al., 2019). Therefore,
hypothesis H7 is established:

H7: Listing has a positive impact on consumer's intention to use FDAs

The search feature in food delivery apps (FDAs) is crucial for attracting user
intention by providing easy access to a wide range of restaurant options. It allows
users to filter results by factors like cuisine type, distance, ratings, and delivery times,
making it easier to find meals that meet specific preferences. (Zhang et al., 2020).
With the pragmatic experience, online food delivery operations demonstrate actions of
using the search feature to achieve ordering food goals (offering the search features for
eateries with reasonable prices, new or famous eateries, and nearby eateries).
Therefore, hypothesis H8 is established:

H8: Search of restaurants is positively associated with intention to use FDAs

 CHAPTER 3: RESEARCH DESIGN
3.1. RESEARCH PROCESS

(1) Identification of the Research Problem

(2) Literature Review

(3) Proposed Research Model and Measurement Scale

(4) Main Study

(5) Data analysis

(6) Propose Suggestions and Recommendations

3.2. SAMPLING

3.2.1. Research subjects

The research subjects are people who have used FDA between the ages of 18 -
35.

3.2.2. Sample size

Roscoe (1975) proposes the following rules of thumb for determining sample
size:

 Sample sizes larger than 30 and less than 500 are appropriate for most research.
 Where samples are to be broken into sub-samples; (male/females,
juniors/seniors, etc.), a minimum sample size of 30 for each category is
necessary.
  In multivariate research (including multiple regression analyses), the sample
size should be several times (preferably 10 times or more) as large as the
number of variables in the study. (Sekaran, 2003)

Thus, in this study, the sample size that needs to be collected is about 200
samples with at least 30 for each sub-sample to ensure data reliability and usability for
future research.

3.2.3. Sampling methods

The convenience sampling approach is used in this study. Convenience sampling
is a non-probability sampling technique, its main benefits are its low cost, and ease of
use. Convenience sampling is the least reliable since its primary drawback is the
sample’s unclear generalizability. (Jager et al., 2017).

3.3. THE MEASUREMENT SCALES

The original measurement scales are taken from the research article by Silvia and
Rodolfo (2021) to measure four independent factors and customer loyalty. After
adjusting some confusing areas from interviewees’ comments and receiving comments
from lecturers, the official measurement scales were formed.

Code Items
INTENTION TO USE

I may use FDAs more frequently in Tôi có thể sẽ sử dụng ứng dụng đặt đồ ăn
IU1
future thường xuyên hơn trong tương lai.

If I have an opportunity, I will Nếu có cơ hội, tôi sẽ đặt đồ ăn qua ứng

IU2
order food through the FDAs dụng.

I intend to keep ordering food Tôi có ý định sẽ tiếp tục đặt đồ ăn qua
IU3
through the FDAs ứng dụng trong tương lai.

SOCIETAL PRESSURE

I have often seen advertisements of Tôi thường xuyên thấy quảng cáo về ứng
SP4
FDAs on the Internet dụng đặt đồ ăn trên Internet.

SP5
I have often seen my friends order Tôi thường thấy bạn bè của mình đặt đồ
 from the FDAs. ăn qua các ứng dụng.

DELIVERY EXPERIENCE

Tôi thích tính năng đặt đồ ăn vào ban

I like the FDAs' provision to order
DE6 đêm (đêm khuya) của ứng dụng đặt đồ
food at late night
ăn.

I like the FDAs' provision for

Tôi thích tính năng định vị địa chỉ giao
DE7 locating the delivery address on the
hàng trên bản đồ của ứng dụng.
map

Tôi thích tính năng miễn phí giao hàng

I like the FDAs' provision of free
DE8 cho một số đơn hàng nhất định của ứng
delivery for specific orders
dụng.

I like the FDAs' provision to know

Tôi thích tính năng thông báo thời gian
DE9 about the estimated time of
giao hàng ước tính của ứng dụng.
delivery

I like the FDAs' provision for Tôi thích tính năng theo dõi người giao
DE10 tracking the delivery person on hàng (Shipper) theo thời gian thực của
real-time ứng dụng.

CUSTOMER EXPERIENCE

I enjoy offers in the form of Tôi thích các chương trình ưu đãi dưới
CE11 coupons, cash-back and discounts dạng mã giảm giá, hoàn tiền và khuyến
on the FDAs mãi trên ứng dụng đặt đồ ăn.

Tôi thích các chương trình khách hàng

I enjoy loyalty programs launched
CE12 thân thiết mà ứng dụng đặt đồ ăn triển
by the FDAs
khai.

I refer the FDAs to my friends to Tôi giới thiệu ứng dụng đặt đồ ăn cho
CE13
earn a referral bonus bạn bè để nhận thưởng giới thiệu.

I like the advertisements and Tôi thích các quảng cáo và gợi ý thức ăn
CE14 suggestions based on my dựa trên sở thích cá nhân của tôi trên ứng
preferences on FDAs dụng.

EASE-OF-USE
EU15 FDAs are easy to use Các ứng dụng đặt đồ ăn dễ sử dụng.

The order placement process via an Quá trình đặt hàng qua ứng dụng đặt đồ
EU16
FDA is easy for me ăn rất dễ dàng đối với tôi.

I like the feature to track order

Tôi thích tính năng theo dõi tiến trình đặt
progress (order
EU17 hàng (đã chấp nhận/chế biến/đang giao)
accepted/prepared/picked up) via
trên ứng dụng đặt đồ ăn.
an FDA

The filter options (e.g., type of Các tùy chọn lọc (ví dụ: loại ẩm thực,
EU18 cuisine, estimated delivery time) thời gian giao dự kiến) rất hữu ích đối
are helpful to me với tôi.

QUALITY CONTROL

FDAs provide photos, reviews and Ứng dụng đặt đồ ăn cung cấp hình ảnh,
QC19 ratings, which help me to shortlist đánh giá và xếp hạng, giúp tôi chọn lọc
restaurants nhà hàng.

FDAs provide photos and reviews Ứng dụng đặt đồ ăn cung cấp hình ảnh và
QC20 of food items, which help me to đánh giá về các món ăn, giúp tôi dễ dàng
finalize my order quyết định đơn đặt hàng của mình.

FDAs provide photos, reviews and Ứng dụng đặt đồ ăn cung cấp hình ảnh,
QC21 ratings, which help me to finalize đánh giá và xếp hạng, giúp tôi quyết định
the menu món ăn trên thực đơn của nhà hàng.

CONVENIENCE

FDAs provide convenience to Ứng dụng đặt đồ ăn mang lại sự tiện lợi
CV22 compare food prices from different khi so sánh giá các món ăn từ các địa
places điểm khác nhau.

Ứng dụng đặt đồ ăn giúp tôi tránh kẹt xe,

CV23 FDAs help me to avoid traffic
sử dụng xe để đi mua đồ ăn.

FDAs help me to avoid waiting Ứng dụng đặt đồ ăn giúp tôi tránh thời
CV24
time at restaurants gian chờ đợi món ăn tại nhà hàng.

LISTING
 I like the way restaurants are listed Tôi thích cách các nhà hàng được liệt kê
LT25
area wise on FDAs theo khu vực trên ứng dụng đặt đồ ăn.

I like the way restaurants are listed Tôi thích cách các nhà hàng được liệt kê
LT26
cuisine wise on FDAs theo khu vực trên ứng dụng đặt đồ ăn.

I like the way the menu is Tôi thích cách thực đơn được phân loại
LT27 appropriately categorized on FDAs rõ ràng trên ứng dụng đặt đồ ăn (không
(without fancy names) có tên gọi cầu kỳ).

SEARCH OF RESTAURANTS

Ứng dụng đặt đồ ăn giúp tôi tìm kiếm

FDAs help me search or hunt for
SR28 hoặc tìm ra các nhà hàng có món ăn
restaurants
ngon, giá phải chăng.

FDAs help me to discover new or Ứng dụng đặt đồ ăn giúp tôi khám phá
SR29
famous eateries các quán ăn mới hoặc nổi tiếng.

FDAs help me to discover nearby Ứng dụng đặt đồ ăn giúp tôi phát hiện
SR30
eateries các quán ăn gần chỗ tôi ở.

Table xx The official measurement scales.

3.4. THE RESEARCH MODEL

The eight hypotheses of this study include:

H1: Societal pressure has a positive impact on consumers’ intention to use.

H2: Delivery experience has a positive impact on consumers’ intention to use.

H3: Customer experience has a positive impact on consumers’ intention to use.

H4: Ease-of-use has a positive impact on consumers’ intention to use.

H5: Quality control has a positive impact on consumers’ intention to use.

H6: Convenience has a positive impact on consumers’ intention to use.

H7: Listing has a positive impact on consumers’ intention to use.

H8: Search of Restaurants has a positive impact on consumers’ intention to use.

3.5. DATA COLLECTING METHOD

The data in this research was collected through Surveys in Google Forms by
using the completed questionnaire to investigate factors influencing to use of FDAs.
The data was then analyzed using SPSS 20 and SPSS 27.

3.6. DATA ANALYSIS METHOD

3.6.1. Descriptive statistics

To obtain the most general overview of the research sample, samples will be
statistically classified according to the following criteria: age, gender, income,
education level, most favourite FDA and most recent use. Other values such as
maximum, minimum, average, and standard deviation will be considered using
quantitative variables

3.6.2. Cronbach’s Alpha: Assessing reliability of the scales

bla bla bla bla
 CHAPTER 4: RESEARCH FINDINGS
4.1 DESCRIPTIVE STATISTIC

4.1.1 Descriptive statistics of the sample

4.1.2 Descriptive statistics of the items
4.2 ASSESSING THE RELIABILITY OF THE SCALE USING CRONBACH’S
APPLA

4.3 EFA EXPLORATORY FACTOR ANALYSIS

4.3.1 The first EFA exploratory factor analysis for the independent factors
4.3.2 The second EFA exploratory factor analysis for the independent factors
4,3.3 The third EFA exploratory factor analysis for the independent factors
4.3.4 The fourth EFA exploratory factor analysis for the independent factors
4.3.5 EFA exploratory factor analysis for the independent factor
4.3.6 Reliability of the scale with Cronbach Alpha after EFA analysis
4.4 THE RESEARCH MODEL AFTER EFA

4.5 REGRESSION ANALYSIS

4.5.1 Correlation analysis

4.5.2 Linear regression analysis
4.6 DISCUSSION RESEARCH RESULTS

.
 CHAPTER 5. CONCLUSION
5.1 THE MAIN FINDINGS OF THE STUDY

5.2 MANAGERIAL IMPLICATIONS

5.3 LIMIRATIONS
 REFFERENCE
https://nhandan.vn/canh-tranh-thi-truong-giao-do-an-truc-tuyen-post785366.html

Jager, J., Putnick, D. L., & Bornstein, M. H. (2017). II. More than just
convenient: The scientific merits of homogeneous convenience samples. Monographs
of the Society for Research in Child Development, 82(2), 13-30.

Roscoe, J.T. (1975). Fundamental Research Statistics for the Behavioural

Sciences, 2nd edition. New York: Holt Rinehart & Winston

Sekaran, U. (2003). Research methods for business: A skill building approach.

John Wiley & Sons.
APPENDICES