Abstract
This research is designed to examine a number of factors affecting the intention to use NOW FOOD – an online food ordering application in Thai Nguyen province. The research model is based on the theory of planned behaviour (TPB) and the technology acceptance model (TAM). The number of valid survey questionnaires is 200, collected from January to April 2020, when the first wave of COVID 19 occured strongly in Vietnam. The results show that there are three groups of factors that influence intentions to use NOW FOOD including: The usefulness of the NOW FOOD application, the social factor, the factor of behavior control. However, the appeal of external personal services does not affect consumers’ intentions to use NOW FOOD.
Keywords: Intended use, service, factor assessment, online food; Thai Nguyen.
JEL classification: M; M15
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Ban biên tập Tạp chí Kinh tế & Quản trị Kinh doanh
Phòng 514, Nhà điều hành, trường Đại học Kinh tế & Quản trị Kinh doanh
Địa chỉ: Phường Tân Thịnh, thành phố Thái Nguyên
Email: tapchikt-qtkd@tueba.edu.vn; Điện thoại: 0208.3903373
