Factors Affecting the Intention to Adopt Food Delivery Apps: Value-Based Adoption Model Framework

  • Nguyen Thanh Nhan Office of the People’s Council and People’s Committee of Ben Luc District, Vietnam
  • Nguyen Thi Bich Phuong University of Economics Ho Chi Minh City, Vietnam
Từ khóa: Online food, intention, food delivery apps (FDA), VAM, food delivery

Tóm tắt

This research investigates the factors affecting the intention to adopt food delivery apps in Ho Chi Minh City based on the Value-based adoption Model (VAM). The study was conducted using a structural equation model (SEM) to examine data collected from 344 responders. The research results show that benefit values including convenience and perceived enjoyment have a positive impact on perceived value. Sacrifice values include perceived complexity and perceived cost. Perceived value is negatively impacted by both perceived cost and perceived complexity. Perceived value has a strong and positive impact on the intention to adopt food delivery apps. Furthermore, the study results also indicate that perceived privacy risk negatively affects intention. This is one of the first studies applying VAM to investigate factors affecting consumer behavior in the context of Ho Chi Minh City.

điểm /   đánh giá
Phát hành ngày
2023-08-30
In ra
Tập. 3 Số. 4 (2023): VNU Journal of Economics and Business
Chuyên mục
Original Articles