Promoting Online Food Delivery Service In Vietnam: A Foody.vn Study

Abstract

In the internet age, with digital technology has swept over everything like a storm, with the demand for online food delivery has risen dramatically among Vietnamese people in recent years, especially during the recent outbreak of the Covid-19 pandemic. Although, this field of online food has a lot of potential, in order to succeed, businesses really need to understand consumer psychology. This study aims to identify and analyze the factors affecting the desire to use the online food delivery service at Foody.vn. The research sample consisted of 417 people representing consumers in HCMC including people aged 15 years and older, who were surveyed through an online Questionnaire. The research results show that there are six factors that affect the desire to use the online food delivery service of Foody.vn & the level of impact is, respectively, as follows: (1) “Risk perception ” (Beta= -0.311), (2) “Subjective norm” (Beta= 0.309), (3) “Reliability” (Beta=0.290), (4) “Perceived usefulness” (Beta = 0.198) , (5) “Price expectations” (Beta=0.187), & (6) “Perceived ease of use” (Beta=0.119). The authors have also proposed management implications to help Foody in particular and online businesses in general improve and promote their online food ordering delivery in Vietnam in the coming years.