FACTORS INFLUENCING THE STUDENTS' INTENTION OF USING ONLINE FOOD ORDERING APPS: A CASE STUDY IN HO CHI MINH CITY

By Dang Thi My Dung, Vo Quoc Chi, Nguyen Thi Hong My, Le Trang Bao Ngoc
DOI: 10.37550/tdmu.EJS/2024.02.541

Currently, to make human life more convenient and easier, many utility services have been provided. Among them, online food ordering applications with high coverage and diverse forms become prominent. This research aims to examine the factors influencing the intention of using online food ordering applications among students in Ho Chi Minh City. Using a multivariate linear regression model and the Ordinary Least Squares method (OLS), the research team analyzed primary data based on 120 valid survey sheets collected from students studying in HCMC. The research results indicate that there are seven factors influencing the intention to use (ITU) online food ordering applications, including: (1) Ease of use (EOU), (2) Convenience (CV), (3) Aesthetic appeal (AA), (4) Price expectations (PE), (5) Social influence (SI), (6) Perceived risk (PR), and (7) Habits (HB). Among them, the three factors with the greatest impact on the students’ intention are ease of use, aesthetic appeal, and social influence. Based on the test results, the study proposes a management implication to help food delivery service providers enhance service quality, suggest development directions, and make suitable strategies for potential target customers.

Keywords: food delivery service providers, food ordering applications, management implication, students’ intention