Consumer Intention to Use Food Delivery Apps in Urban Cities: A Case Study of Hanoi, Vietnam

Despite the rapid increase in online food purchasing practices, particularly through food delivery apps, within developing nations like Vietnam, there remains a dearth of research concerning consumer behavior in this domain. This study aimed to address this gap by investigating the factors influencing consumer intention to use food delivery apps (FDAs) in urban areas of Vietnam. Utilizing a consumer survey in Hanoi, a comprehensive analysis employing multiple linear regression and factor analysis was conducted. The findings indicated that individuals with previous experience using FDAs are more inclined to utilize these platforms for food purchases. Younger demographics exhibited a greater propensity for utilizing food apps for their food-related needs. Importantly, consumers with heightened awareness and trust in FDAs demonstrated a stronger intention to engage with these apps. Additionally, the study underscored the significance of user-friendly, visually appealing, and tailored food app designs in facilitating food purchases through these platforms. Furthermore, it highlighted the influence of food quality and marketing attributes on consumers' intentions to use FDAs. Based on these insights, recommendations were made for online food retailers to enhance market penetration via FDAs. These included designing visually appealing food apps, enhancing food quality, devising effective marketing strategies, providing comprehensive information about FDAs, and fostering consumer trust.