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Factors Affecting the Continuance Intention to Use Food Delivery Apps of The Millennials in Ho Chi Minh City

Author

Listed:
  • Le Giang Nam

    (Faculty of Economics & International Business, Foreign Trade University, Ho Chi Minh City, Viet Nam)

  • Nguyen Thi Thuan An

    (Communications Function, Philip Morris International, Ho Chi Minh City, Viet Nam)

Abstract

Food delivery apps (FDAs) have experienced a meteoric rise in recent years, especially amidst the COVID-19 pandemic and the resulting governmental orders for social distancing. Though FDAs have been attracting significant interest in Vietnam and other Southeast Asian countries, the related issues of these apps have not been fully studied by academics and researchers. Additionally, most previous studies of mobile apps in general and FDAs in particular have simply addressed aspects related to intention to use and initial adoption of Vietnamese people. Hence, this research aims to go further by examining customers' satisfaction and their continuance intention to use (CI). Rather than being conducted on general customers as most previous studies, this study focuses on Millennials, a particular age group with distinctive characteristics, shopping habits and motivations (European Union, 2020). As this generational cohort proves to be the drivers for food delivery services, their crystal-clear insights when deciding to use FDAs continuously are undoubtedly valuable. This research proposed an integrated model incorporating UTAUT2, ECM, TTF and the variable of “Price-saving Orientation†. Based on the Structural Equation Modeling (SEM), the findings supported all hypotheses, with Performance Expectancy (PE) validated to be the most influential factor shaping continuance intention to use FDA amongst the Millennials in Ho Chi Minh (HCM) city. Theoretical contributions and managerial implications derived from these findings presented practical guidance for academics and key participants within the FDA-related landscape.

Suggested Citation

  • Le Giang Nam & Nguyen Thi Thuan An, 2021. "Factors Affecting the Continuance Intention to Use Food Delivery Apps of The Millennials in Ho Chi Minh City," Technium Social Sciences Journal, Technium Science, vol. 18(1), pages 404-417, April.
    • Handle: RePEc:tec:journl:v:18:y:2021:i:1:p:404-417
    DOI: https://doi.org/10.47577/tssj.v18i1
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    References listed on IDEAS

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    1. Ray, Arghya & Dhir, Amandeep & Bala, Pradip Kumar & Kaur, Puneet, 2019. "Why do people use food delivery apps (FDA)? A uses and gratification theory perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 51(C), pages 221-230.
    2. Yeo, Vincent Cheow Sern & Goh, See-Kwong & Rezaei, Sajad, 2017. "Consumer experiences, attitude and behavioral intention toward online food delivery (OFD) services," Journal of Retailing and Consumer Services, Elsevier, vol. 35(C), pages 150-162.
    3. Suk Won Lee & Hye Jin Sung & Hyeon Mo Jeon, 2019. "Determinants of Continuous Intention on Food Delivery Apps: Extending UTAUT2 with Information Quality," Sustainability, MDPI, vol. 11(11), pages 1-15, June.
    4. Sung S. Kim & Naresh K. Malhotra, 2005. "A Longitudinal Model of Continued IS Use: An Integrative View of Four Mechanisms Underlying Postadoption Phenomena," Management Science, INFORMS, vol. 51(5), pages 741-755, May.
    5. Ramon Palau-Saumell & Santiago Forgas-Coll & Javier Sánchez-García & Emilio Robres, 2019. "User Acceptance of Mobile Apps for Restaurants: An Expanded and Extended UTAUT-2," Sustainability, MDPI, vol. 11(4), pages 1-24, February.
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    Cited by:

    1. Van Dat Tran, 2021. "Using Mobile Food Delivery Applications during the COVID-19 Pandemic: Applying the Theory of Planned Behavior to Examine Continuance Behavior," Sustainability, MDPI, vol. 13(21), pages 1-20, November.

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    More about this item

    Keywords

    Food Delivery App; continuance intention; UTAUT2; ECM; TTF; Millennial;
    All these keywords.

    JEL classification:

    • R00 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General - - - General
    • Z0 - Other Special Topics - - General

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