This research aims to understand the current situation of online food purchasing behavior and factors
affecting consumers’ online food purchasing behavior of Can Tho city, Vietnam. Survey data were
collected by directly interviewing 215 respondents who are residents in Can Tho city using the stratified
random sampling method. Descriptive statistical method reveals that people currently buying food
online are diverse in age, education level, marital status, income and occupation. Surveyed respondents
mostly buy food through channels such as e-commerce websites (42.2%), social networking sites
(37.6%), and online sales websites (20.0%). The key payment method are cash payment upon delivery
(51.9%), Internet Banking (27.8%), and e-wallet (20.4%). In addition, the results of regression analysis
model following exploratory factor analysis (EFA) illustrate that there are 3 factors affecting online food
buying behavior including benefits when buying food online (β = 0.378), attitude (β = 0.248) and quality
and safety (β = 0.239). In addition, the authors also employed independent t-test for control variables,
the results indicated that there is a difference in online food purchasing behavior between male and
female consumers. Based on the analysis results, the authors has proposed several management solutions
to improve the quality of online food purchases as well as increase business and management efficiency
for businesses.