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Published: 2021-04-25
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DOI: https://doi.org/10.52932/jfm.vi62.143
Issue
No. 62 (2021)
Section
Research Articles
How to Cite
Yến, T. T. B., & Giang, L. T. (2021). The factor influencing consumers’ online fast food consumption behavior at Ho Chi Minh city. Journal of Finance and Marketing, 62(2), 31-44. https://doi.org/10.52932/jfm.vi62.143

The factor influencing consumers' online fast food consumption behavior at Ho Chi Minh city

Tran Thi Bao Yen1, Le Thi Giang2
1 Thanh Long Chemical Company Limited
2 University of Finance – Marketing

Main Article Content

Abstract

The purpose of this research is to identify factors affecting consumers’online fast food consumption behavior in Ho Chi Minh City. The research uses a combination of qualitative and quantitative research methods. The qualitative method was implemented through group discussion to confirm the research model, as well as discover the factors that customers are interested in, that directly influenced the online fast food consumption behavior, by this the observed variables are adjusted. The quantitative research method is conducted through linear regression technique with data taken from 578 questionnaires collected bay non-probability sampling method and interview online through Servey Monkey tool. The result of regression analysis showed that there are 7 factors affecting online fast food consumption behavior in Ho Chi Minh City, including (1) Financial and time risks (RR); (2) Diversity of fast food product selections (DD); (3) the price of products (CNGC); (4) Product quality (CLSP); (5) Marketing (CT); (6) Website responsiveness (TDU), (7) Convenience (STT). From this result, the study has proposed some governance implications to help businesses specializing in fast food to attract consumers.

Article Details

Keywords

Keywords: Fast food, consumption behavior., Fast food, consumption behavior

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