Beyond convenience: exploring the determinants of continuance usage intentions in online food delivery services in Vietnam

Wanching Chang, Ren-Fang Chao and Thi Hang Nu Nguyen
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Wanching Chang: I-Shou University
Ren-Fang Chao: I-Shou University
Thi Hang Nu Nguyen: I-Shou University

International Journal of Research in Business and Social Science (2147-4478), 2024, vol. 13, issue 4, 01-14

Abstract: This study examines the factors influencing continuance usage intentions in Vietnam’s online food delivery (OFD) market, using the Unified Theory of Acceptance and Use of Technology (UTAUT) with health consciousness as a moderator. The research identifies that performance expectancy, social influence, and facilitating conditions are significant determinants of continuance usage intentions, whereas effort expectancy shows a minor role. The analysis highlights health consciousness’s critical role in moderating the effects of PE and SI on usage intentions, revealing that a higher level of health awareness leads to more stringent evaluations of OFD services. These insights suggest that OFD service adoption in Vietnam is greatly influenced by how well services align with health-centric consumer preferences. The findings advocate for OFD platforms to adapt their strategies to meet the health-oriented demands of the market, emphasizing quality and transparency. This research contributes to understanding technology acceptance by highlighting the complex relationship between traditional service evaluation metrics and individual health values in influencing consumer behavior in a rapidly digitizing economy. Key Words:UTAUT model, Online food delivery (OFD) service, Health consciousness, continuous usage intention, Vietnam

Date: 2024
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