Factors Affecting the Decision to Continue Using Online Food Ordering Applications: Empirical Evidence on Shopeefood Application in Ho Chi Minh City

Abstract

The study was conducted to determine and measure the impact of factors influencing the decision to continue using online food ordering applications. In this paper SEM analysis method on Smart PLS is used to evaluate feedback data from 199 ShopeeFood application users in Ho Chi Minh City. Analysis results show that price, social influence, convenience, and trust are critical in deciding to continue using ShopeeFood services in Ho Chi Minh City. Based on the results of the analysis, the study proposes some management implications that positively impact the continued use of online food ordering services, which helps strengthen ShopeeFood's competitiveness in the industry.