Applying Partial Least Squares Structural Equation Modeling For Finding Factors Influence On Online Food Order Decision in Vietnam

Abstract

The proliferation of Internet access in recent times has facilitated the advancement of online food services by enabling customers to conveniently discover, assess, and employ such services. In contemporary times, it is inconceivable to envision a lifestyle devoid of the expediency offered by online food delivery services. The primary objective of this study was to investigate the factors that impact customer behavior in Can Tho, Vietnam with regards to online meal ordering. This quantitative research included questionnaires as a means of gathering data from the participants. This study used a sample size of 512 individuals residing in the city of Can Tho who had engaged in online food shopping. The model and its assumptions were assessed using statistical processing techniques such as Partial Least Squares Structural Equation Modeling (PLS-SEM) and Cronbach's alpha. The statistical research used SPSS and AMOS (version 24.0) for data analysis. The hypotheses 1, 2, 3, 8, 9, and 10 have been shown to be statistically significant, indicating that they may be accepted. As a result, several aspects, including the provision of high-quality information, the visual presentation of the website, the guarantee of privacy and security, the potential for time and cost efficiency, and the influence of social media, have had a favorable effect on the decision-making process regarding the purchase of meals via online platforms. Based on a correlation coefficient of 0.401, it can be inferred that social influence emerges as the most significant element. The second most significant factor is price saving, with a weight of 0.300, followed by the influence on information quality, which has a weight of 0.287. It is noteworthy to observe that the values pertaining to website design, privacy security, and time saving exhibit a clustering tendency within the range of 0.243 to 0.261. Conducting research on consumer behavior in the context of online buying is an essential first undertaking in the development of an effective online marketing strategy. One such approach is enhancing our understanding of the classification of consumers within the food product market. The anticipated outcomes of this research are poised to serve as a valuable resource for entrepreneurs operating in Tho city, especially those engaged in the provision of online food delivery services. These findings will enable entrepreneurs to enhance their ability to effectively cater to the demands and preferences of their client base.