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Bài báo - Tạp chí
(2023) Trang: 100-115
Tạp chí: 9th INTERNATIONAL MARDIN ARTUKLU SCIENTIFIC RESEARCHES CONFERENCE January 20-22, 2023, Mardin, Turkey
Liên kết:

The vast majority of customers prioritize buying necessities, especially food, in order to maintain a healthy lifestyle (Roman et al., 2017). But in the complex COVID-19 setting, consumer behavior has also evolved (Kim et al., 2022). Internet food purchases have significantly increased and are now the post-COVID-19 market category with the quickest growth rate. This study aims to investigate impacts of several determinants on intention to purchase food online of customers in Can Tho City, Vietnam. After reviewing a number of documents on online food buying behavior, factors such as helpfulness factor, social influence, risk factor, price factor, reliability factor are considered as the determinants studied in this research. This study was carried out using an online survey with a structure questionnaire. The sample size is 200. Regression and descriptive statistics were also used in this study to analyze data. The results show that all selected determinants have significant impacts of intention to continue purchase food online, among them, risk factors has the strongest effect. Some recommendations have been made to help food enterprises to manage this factor. Recommendations include focusing on food quality, protecting customer information, and mordenizing payment system.

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