Các yếu tố ảnh hưởng đến quyết định sử dụng ứng dụng đặt thức ăn trực tuyến của người tiêu dùng tại Thành phố Hồ Chí Minh
Nội dung chính của bài viết
Tóm tắt
Số lượng người sử dụng các ứng dụng đặt thức ăn trực tuyến đang gia tăng mạnh mẽ. Việc phân tích các tiền tố ảnh hưởng đến quyết định sử dụng ứng dụng đặt thức ăn trực tuyến của người tiêu dùng sẽ giúp các doanh nghiệp có nhiều hơn các giải pháp thu hút khách hàng cài đặt ứng dụng. Dựa trên mô hình chấp nhận công nghệ (TAM), thông qua phương pháp nghiên cứu hỗn hợp, nhóm tác giả phân tích các tiền tố ảnh hưởng đến hành vi của người dùng với ứng dụng đặt thức ăn trực tuyến tại Thành phố Hồ Chí Minh. Mô hình phương trình cấu trúc đã được sử dụng để kiểm tra các giả thuyết bằng việc phân tích dữ liệu của 602 người có sử dụng các ứng dụng đặt thức ăn trực tuyến. Các kết quả nghiên cứu đem đến những đóng góp về mặt lý thuyết lẫn thực tiễn. Về mặt lý thuyết, kết quả nghiên cứu củng cố mô hình chấp nhận công nghệ. Ở góc độ quản lý, doanh nghiệp cần nâng cao sự tiện lợi hơn nữa cùng việc xây dựng niềm tin của người dùng với các ứng dụng đặt thức ăn trực tuyến. Ngoài ra, cần xây dựng cộng đồng người đã sử dụng ứng dụng để từ đó chia sẻ, lan truyền các thông tin về ứng dụng.
Chi tiết bài viết
Từ khóa
Ứng dụng đặt thức ăn trực tuyến, Động lực về sự tiện lợi, Sự hữu ích sau khi sử dụng
Tài liệu tham khảo
Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179–211. https://doi.org/10.1016/0749-5978(91)90020-T.
Al-Debei, M. M., Akroush, M. N., & Ashouri, M. I. (2015). Consumer attitudes towards online shopping: The effects of trust, perceived benefits, and perceived web quality. Internet Research, 25(5), 707–733.
Alagoz, S. M., & Hekimoglu, H. (2012). A Study on Tam: Analysis of Customer Attitudes in Online Food Ordering System. Procedia - Social and Behavioral Sciences, 62, 1138–1143. https://doi.org/https://doi.org/10.1016/j.sbspro.2012.09.195.
Alreck, P., & Settle, R. (2002). The hurried consumer: Time-saving perceptions of Internet and catalogue shopping. Journal of Database Marketing & Customer Strategy Management, 10(1), 25–35. https://doi.org/10.1057/palgrave.jdm.3240091.
Anderson, R. E., & Srinivasan, S. S. (2003). E-satisfaction and e-loyalty: A contingency framework. Psychology & Marketing, 20(2), 123–138. https://doi.org/10.1002/mar.10063.
Bagozzi, R. P., Yi, Y., & Phillips, L. W. (1991). Assessing Construct Validity in Organizational Research. Administrative Science Quarterly, 36(3), 421–458. https://doi.org/10.2307/2393203.
Bhattacherjee, A. (2001). An empirical analysis of the antecedents of electronic commerce service continuance. Decision Support Systems, 32(2), 201–214. https://doi.org/10.1016/S0167-9236(01)00111-7.
Bhattacherjee, A., Perols, J., & Sanford, C. (2008). Information Technology Continuance: A Theoretic Extension and Empirical Test. Journal of Computer Information Systems, 49(1), 17–26. https://doi.org/10.1080/08874417.2008.11645302.
Bui, M., & Kemp, E. (2013). E-tail emotion regulation: Examining online hedonic product purchases. International Journal of Retail & Distribution Management, 41(2), 155–170. https://doi.org/10.1108/09590551311304338.
Chen, Y. L., Kuo, M. H., Wu, S. Y., & Tang, K. (2009). Discovering recency, frequency, and monetary (RFM) sequential patterns from customers’ purchasing data. Electronic Commerce Research and Applications, 8(5), 241–251. https://doi.org/10.1016/j.elerap.2009.03.002.
Cohen, J. (1988). Statistical Power Analysis for the Behavioral Sciences. Lawrence Erlbaum Associates, Publishers.
Davis, F. D. (1989). Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology. MIS Quarterly, 13(3), 319–340. https://doi.org/10.2307/249008.
Escobar-Rodríguez, T., & Carvajal-Trujillo, E. (2013). Online drivers of consumer purchase of website airline tickets. Journal of Air Transport Management, 32, 58–64. https://doi.org/10.1016/j.jairtraman.2013.06.018.
Fishbein, M., & Ajzen, I. (1975). Chapter 2. Theories of Attitude (EVT). Belief, Attitude, Intention, and Behavior, An Introduction to Theory and Research. Addison-Wesley.
Flavián, C., & Guinalíu, M. (2006). Consumer trust, perceived security and privacy policy: Three basic elements of loyalty to a web site. Industrial Management & Data Systems, 106(5), 601–620. https://doi.org/10.1108/02635570610666403.
Gefen, D., Karahanna, E., & Straub, D. W. (2003). Trust and TAM in Online Shopping: An Integrated Model. MIS Quarterly, 27(1), 51–90. https://doi.org/10.2307/30036519.
Gentry, L., & Calantone, R. (2002). A Comparison of Three Models to Explain Shop-Bot Use on the Web. Psychology and Marketing, 19(11), 945–956. https://doi.org/10.1002/mar.10045.
Hair, J. F., Hult, G. T. M., Ringle, C. M., Sarstedt, M., & Thiele, K. O. (2017). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM) (2nd ed.). SAGE Publications.
Hair, J. F., Ringle, C. M., & Sarstedt, M. (2011). PLS-SEM: Indeed a Silver Bullet. Journal of Marketing Theory and Practice, 19(2), 139–152. https://doi.org/10.2753/MTP1069-6679190202.
Henseler, J., Ringle, C. M., & Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the Academy of Marketing Science, 43(1), 115–135. https://doi.org/10.1007/s11747-014-0403-8.
Hirschman, E. C., & Holbrook, M. B. (1982). Hedonic consumption: Emerging concepts, methods and propositions. Journal of Marketing, 46(3), 92–101. https://econpapers.repec.org/RePEc:oup:jconrs:v:9:y:1982:i:2:p:132-40.
Hung, S. Y., Chang, C. M., & Yu, T. J. (2006). Determinants of user acceptance of the e-Government services: The case of online tax filing and payment system. Government Information Quarterly, 23(1), 97-122. https:// doi.org/https://doi.org/10.1016/j.giq.2005.11.005.
Jensen, R. (2012). Do labor market opportunities affect young women’s work and family decisions? Experimental evidence from India. The Quarterly Journal of Economics, 127(2), 753–792. https://doi.org/10.1093/qje/qjs002.
Jiang, L. A., Yang, Z., & Jun, M. (2013). Measuring consumer perceptions of online shopping convenience. Journal of Service Management, 24(2), 191–214. https://doi.org/10.1108/09564231311323962..
Kim, K., Park, J., & Kim, J. (2014). Consumer-brand relationship quality: When and how it helps brand extensions. Journal of Business Research, 67(4), 591–597. https://doi.org/10.1016/j.jbusres.2013.03.001.
Mokhtarian, P. L. (2004). A conceptual analysis of the transportation impacts of B2C e-commerce. Transportation, 31(3), 257–284. https://doi.org/10.1023/B:PORT.0000025428.64128.d3.
Park, C. H., & Kim, Y. G. (2003). Identifying key factors affecting consumer purchase behavior in an online shopping context. International Journal of Retail & Distribution Management, 31(1), 16–29. https://doi.org/10.1108/09590550310457818
Pavlou, P. (2001). Integrating Trust in Electronic Commerce with the Technology Acceptance Model: Model Development and Validation. Americas Conference on Information Systems, 816–822.
Pavlou, P. A. (2003). Consumer acceptance of electronic commerce: Integrating trust and risk with the technology acceptance model. International Journal of Electronic Commerce, 7(3), 101–134. https://doi.org/10.1080/10864415.2003.11044275.
Rezaei, S., Shahijan, M. K., Amin, M., & Ismail, W. K. W. (2016). Determinants of App Stores Continuance Behavior: A PLS Path Modelling Approach. Journal of Internet Commerce, 15(4), 408–440. https://doi.org/10.1080/15332861.2016.1256749.
Taylor, S., & Todd, P. A. (1995). Understanding Information Technology Usage: A Test of Competing Models. Information Systems Research, 6(2), 144–176. http://www.jstor.org/stable/23011007.
Thamizhvanan, A., & Xavier, M. J. (2013). Determinants of customers’ online purchase intention: An empirical study in India. Journal of Indian Business Research, 5(1), 17-32. https://doi.org/10.1108/17554191311303367.
Weisberg, J., Te’eni, D., & Arman, L. (2011). Past purchase and intention to purchase in e‐commerce: The mediation of social presence and trust. Internet Research, 21(1), 82-96. https://doi.org/10.1108/10662241111104893.
Yeo, V. C. S., Goh, S. K., & Rezaei, S. (2017). Consumer experiences, attitude and behavioral intention toward online food delivery (OFD) services. Journal of Retailing and Consumer Services, 35, 150-162. https://doi.org/https://doi.org/10.1016/j.jretconser.2016.12.013.
Al-Debei, M. M., Akroush, M. N., & Ashouri, M. I. (2015). Consumer attitudes towards online shopping: The effects of trust, perceived benefits, and perceived web quality. Internet Research, 25(5), 707–733.
Alagoz, S. M., & Hekimoglu, H. (2012). A Study on Tam: Analysis of Customer Attitudes in Online Food Ordering System. Procedia - Social and Behavioral Sciences, 62, 1138–1143. https://doi.org/https://doi.org/10.1016/j.sbspro.2012.09.195.
Alreck, P., & Settle, R. (2002). The hurried consumer: Time-saving perceptions of Internet and catalogue shopping. Journal of Database Marketing & Customer Strategy Management, 10(1), 25–35. https://doi.org/10.1057/palgrave.jdm.3240091.
Anderson, R. E., & Srinivasan, S. S. (2003). E-satisfaction and e-loyalty: A contingency framework. Psychology & Marketing, 20(2), 123–138. https://doi.org/10.1002/mar.10063.
Bagozzi, R. P., Yi, Y., & Phillips, L. W. (1991). Assessing Construct Validity in Organizational Research. Administrative Science Quarterly, 36(3), 421–458. https://doi.org/10.2307/2393203.
Bhattacherjee, A. (2001). An empirical analysis of the antecedents of electronic commerce service continuance. Decision Support Systems, 32(2), 201–214. https://doi.org/10.1016/S0167-9236(01)00111-7.
Bhattacherjee, A., Perols, J., & Sanford, C. (2008). Information Technology Continuance: A Theoretic Extension and Empirical Test. Journal of Computer Information Systems, 49(1), 17–26. https://doi.org/10.1080/08874417.2008.11645302.
Bui, M., & Kemp, E. (2013). E-tail emotion regulation: Examining online hedonic product purchases. International Journal of Retail & Distribution Management, 41(2), 155–170. https://doi.org/10.1108/09590551311304338.
Chen, Y. L., Kuo, M. H., Wu, S. Y., & Tang, K. (2009). Discovering recency, frequency, and monetary (RFM) sequential patterns from customers’ purchasing data. Electronic Commerce Research and Applications, 8(5), 241–251. https://doi.org/10.1016/j.elerap.2009.03.002.
Cohen, J. (1988). Statistical Power Analysis for the Behavioral Sciences. Lawrence Erlbaum Associates, Publishers.
Davis, F. D. (1989). Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology. MIS Quarterly, 13(3), 319–340. https://doi.org/10.2307/249008.
Escobar-Rodríguez, T., & Carvajal-Trujillo, E. (2013). Online drivers of consumer purchase of website airline tickets. Journal of Air Transport Management, 32, 58–64. https://doi.org/10.1016/j.jairtraman.2013.06.018.
Fishbein, M., & Ajzen, I. (1975). Chapter 2. Theories of Attitude (EVT). Belief, Attitude, Intention, and Behavior, An Introduction to Theory and Research. Addison-Wesley.
Flavián, C., & Guinalíu, M. (2006). Consumer trust, perceived security and privacy policy: Three basic elements of loyalty to a web site. Industrial Management & Data Systems, 106(5), 601–620. https://doi.org/10.1108/02635570610666403.
Gefen, D., Karahanna, E., & Straub, D. W. (2003). Trust and TAM in Online Shopping: An Integrated Model. MIS Quarterly, 27(1), 51–90. https://doi.org/10.2307/30036519.
Gentry, L., & Calantone, R. (2002). A Comparison of Three Models to Explain Shop-Bot Use on the Web. Psychology and Marketing, 19(11), 945–956. https://doi.org/10.1002/mar.10045.
Hair, J. F., Hult, G. T. M., Ringle, C. M., Sarstedt, M., & Thiele, K. O. (2017). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM) (2nd ed.). SAGE Publications.
Hair, J. F., Ringle, C. M., & Sarstedt, M. (2011). PLS-SEM: Indeed a Silver Bullet. Journal of Marketing Theory and Practice, 19(2), 139–152. https://doi.org/10.2753/MTP1069-6679190202.
Henseler, J., Ringle, C. M., & Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the Academy of Marketing Science, 43(1), 115–135. https://doi.org/10.1007/s11747-014-0403-8.
Hirschman, E. C., & Holbrook, M. B. (1982). Hedonic consumption: Emerging concepts, methods and propositions. Journal of Marketing, 46(3), 92–101. https://econpapers.repec.org/RePEc:oup:jconrs:v:9:y:1982:i:2:p:132-40.
Hung, S. Y., Chang, C. M., & Yu, T. J. (2006). Determinants of user acceptance of the e-Government services: The case of online tax filing and payment system. Government Information Quarterly, 23(1), 97-122. https:// doi.org/https://doi.org/10.1016/j.giq.2005.11.005.
Jensen, R. (2012). Do labor market opportunities affect young women’s work and family decisions? Experimental evidence from India. The Quarterly Journal of Economics, 127(2), 753–792. https://doi.org/10.1093/qje/qjs002.
Jiang, L. A., Yang, Z., & Jun, M. (2013). Measuring consumer perceptions of online shopping convenience. Journal of Service Management, 24(2), 191–214. https://doi.org/10.1108/09564231311323962..
Kim, K., Park, J., & Kim, J. (2014). Consumer-brand relationship quality: When and how it helps brand extensions. Journal of Business Research, 67(4), 591–597. https://doi.org/10.1016/j.jbusres.2013.03.001.
Mokhtarian, P. L. (2004). A conceptual analysis of the transportation impacts of B2C e-commerce. Transportation, 31(3), 257–284. https://doi.org/10.1023/B:PORT.0000025428.64128.d3.
Park, C. H., & Kim, Y. G. (2003). Identifying key factors affecting consumer purchase behavior in an online shopping context. International Journal of Retail & Distribution Management, 31(1), 16–29. https://doi.org/10.1108/09590550310457818
Pavlou, P. (2001). Integrating Trust in Electronic Commerce with the Technology Acceptance Model: Model Development and Validation. Americas Conference on Information Systems, 816–822.
Pavlou, P. A. (2003). Consumer acceptance of electronic commerce: Integrating trust and risk with the technology acceptance model. International Journal of Electronic Commerce, 7(3), 101–134. https://doi.org/10.1080/10864415.2003.11044275.
Rezaei, S., Shahijan, M. K., Amin, M., & Ismail, W. K. W. (2016). Determinants of App Stores Continuance Behavior: A PLS Path Modelling Approach. Journal of Internet Commerce, 15(4), 408–440. https://doi.org/10.1080/15332861.2016.1256749.
Taylor, S., & Todd, P. A. (1995). Understanding Information Technology Usage: A Test of Competing Models. Information Systems Research, 6(2), 144–176. http://www.jstor.org/stable/23011007.
Thamizhvanan, A., & Xavier, M. J. (2013). Determinants of customers’ online purchase intention: An empirical study in India. Journal of Indian Business Research, 5(1), 17-32. https://doi.org/10.1108/17554191311303367.
Weisberg, J., Te’eni, D., & Arman, L. (2011). Past purchase and intention to purchase in e‐commerce: The mediation of social presence and trust. Internet Research, 21(1), 82-96. https://doi.org/10.1108/10662241111104893.
Yeo, V. C. S., Goh, S. K., & Rezaei, S. (2017). Consumer experiences, attitude and behavioral intention toward online food delivery (OFD) services. Journal of Retailing and Consumer Services, 35, 150-162. https://doi.org/https://doi.org/10.1016/j.jretconser.2016.12.013.
Các bài báo được đọc nhiều nhất của cùng tác giả
- Nguyễn Thị Thoa, Tiêu Vân Trang, Vũ Thị Tình, Đỗ Thị Tuyết Nga, Nguyễn Thị Minh Ngọc, Tác động của trải nghiệm thương hiệu, sự hài lòng và niềm tin với thương hiệu đến trung thành thương hiệu: Vai trò trung gian của tình yêu thương hiệu , Tạp chí Nghiên cứu Tài chính - Marketing: Số 66 (2021)
- Bui Thi Nhi , Tieu Van Trang , Tran The Nam, Vo Hoang Kim Uyen, Nguyen Hoang Doan Anh, Influences of person-environment fit, self-efficacy, working meaningfulness on work engagement and organizational commitment of lecturers at public universities in Ho Chi Minh City , Tạp chí Nghiên cứu Tài chính - Marketing: Số 75 (2023) en
- Nguyen Thi Kim Ba, Le Thi Thanh Truc, Tran The Nam, Ho Thi Thanh Thuy, Chau My Chi, Impacts of perceived justice, workplace fun on innovative work behavior and job performance of lecturers at universities in Ho Chi Minh City , Tạp chí Nghiên cứu Tài chính - Marketing: Số 75 (2023) en
- Le Xuan Quynh Anh, Nguyen Thi Thuy, Bui Thi Nhi, Tran The Nam, Pham Nguyen Huyen Tran, Impacts of coaching, empowerment, and social capital from managers on employees’ commitment to the organization: Moderating effect of co-workers’ supports , Tạp chí Nghiên cứu Tài chính - Marketing: Số 72 (2022) en