The Influence of E-Service Quality on Food Online Purchase Intention in Vietnam

Thi-Minh-Ngoc Luu, Dam-Luong-Thuy Hoang and Phuong Mai Nguyen ()
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Thi-Minh-Ngoc Luu: International School, Vietnam National University Hanoi, Vietnam
Dam-Luong-Thuy Hoang: University of Economics and Business, Vietnam National University Hanoi, Vietnam
Phuong Mai Nguyen: International School, Vietnam National University Hanoi, Vietnam

Journal of Economic Development, 2023, vol. 48, issue 3, 131-159

Abstract: This paper aims to examine how the e-service quality and demographic factors influence food online purchase intention of Vietnamese consumers. We developed a research framework by adopting the E-S-QUAL model proposed by Parasuraman et al. (2005) and some other existing studies. Measurements with 19 items of e-service quality dimensions (i.e. website design, reliable service, trust and personalisation) and three items of online purchase intention were adopted and adapted. Data were collected from 179 customers in a self-administered online survey. Regression analysis in SPSS was run to test the research hypotheses. Results showed that personalisation factor has the most significant effect on food online purchase intention of Vietnamese consumers, followed by website design and then reliable service. Furthermore, trust has a minor effect on customers’ food online purchase intention. Regarding the influence of demographic factors, age and occupation were confirmed to relate to the food online purchase intention. Our findings suggest that online merchants and food producers innovate their marketing tactics to target more audience and boost sales. Our study also implies that the policymakers should amend the regulations in e-commerce to promote collaboration among food online sellers and third-party payment platform providers.

Keywords: E-commerce; E-service Quality; Food Online Purchase Intention; Vietnam (search for similar items in EconPapers)
JEL-codes: D90 E21 M30 N35 (search for similar items in EconPapers)
Date: 2023
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