Factors affecting students' adoption of using grabfood application during Covid-19 pandemic in Ho Chi Minh city, 2022

MINISTRY OF EDUCATION AND TRAINING THE STATE BANK OF VIET NAM

HO CHI MINH CITY UNIVERSITY OF BANKING

NGUYEN THIEN LUAN

FACTORS AFFECTING STUDENTS’ ADOPTION OF

USING GRABFOOD APPLICATION DURING COVID-19

PANDEMIC IN HO CHI MINH CITY

GRADUATE THESIS

MAJOR: BUSINESS ADMINISTRATION

CODE: 7340101

HO CHI MINH CITY, 2022

MINISTRY OF EDUCATION AND TRAINING THE STATE BANK OF VIETNAM

BANKING UNIVERSITY OF HO CHI MINH CITY

NGUYEN THIEN LUAN

FACTORS AFFECTING STUDENTS’ ADOPTION OF

USING GRABFOOD APPLICATION DURING COVID-19

PANDEMIC IN HO CHI MINH CITY

GRADUATED THESIS

MAJOR: BUSINESS ADMINISTRATION

CODE: 7340101

SUPERVISOR

Dr. PHAM THI HOA

HO CHI MINH CITY, 2022

DECLARATION

I hereby declare that this is my own research work, the research results presented in the

thesis are honest and objective. The sources and references cited in this thesis are

clearly indicated.

I am responsible for my thesis.

Signature

Nguyễn Thiên Luân

ACKNOWLEDGE

I want to express my sincerity thanks to my family and friends who have supported and

encouraged me throughout studying and implementing this thesis.

Nextly, I would like to express my sincere thanks and deep gratitude to my supervisor,

Dr. Pham Thi Hoa. Her encouragement and comments had significantly enriched and

improved my thesis. Without her motivation and instruction, the thesis would have

been impossible to be done effectively. Once again, I would like to sincerely thank

Miss Hoa.

Finally, I would like to thank all my friends, who always encouraged and helped me

when I faced difficulties during working on this thesis.

TABLE OF CONTENTS

1.1 Research Statement ..............................................................................................1

1.2 The objective of research .....................................................................................4

1.3 Research Subjects and Scope ..........................................................................4

1.4 Research Question ................................................................................................4

1.5 Thesis outline.........................................................................................................5

SUMMARY OF CHAPTER 1 ......................................................................................... 5

CHAPTER 2: LITERATURE REVIEW....................................................................... 6

2.1 The concept of Mobile Food Delivery Applications ..........................................6

2.1.1 Overview of Mobile Food Delivery Applications (MFDA)............................6

2.1.2 The need to order food online during the Covid-19 pandemic......................7

2.1.2 Grabfood ..........................................................................................................8

2.2 Unified theory of acceptance and use of technology 2 (UTAUT2)...................9

2.3 Satisfaction ..........................................................................................................13

2.4 Performance expectancy ....................................................................................13

2.5 Effort expactancy................................................................................................14

2.6 Social influence....................................................................................................15

2.7 Facilitating condition..........................................................................................16

2.8 Price value ...........................................................................................................16

2.9 Habit.....................................................................................................................17

2.10 Hedonic Motivation (HM)................................................................................17

2.11 Eudaimonic Motivation (EM)..........................................................................18

Summary of Chapter 2 ................................................................................................... 19

CHAPTER 3: METHODOLOGY................................................................................. 20

3.1 Research Design and Data collection ................................................................20

3.2 Procedure.............................................................................................................21

3.3 Questionaire Design............................................................................................22

3.4 Formal research ..................................................................................................27

3.4.1 Sample size.....................................................................................................27

3.4.2 Sampling method...........................................................................................28

3.4.3 Survey questionnaire .....................................................................................28

3.5 Data analysis........................................................................................................29

3.5.1 Cronbach’s Alpha..........................................................................................29

3.5.2 Exploratory factor analysis (EFA) ...............................................................30

3.5.3 Structural Equation Modeling (SEM)..........................................................31

Summary of Chapter 3 ................................................................................................... 33

CHAPTER 4: RESULT AND DISCUSSION............................................................... 34

4.1 Construct Reliability ..........................................................................................34

4.2. Confirmatory Factor Analysis (CFA)..............................................................34

4.3. Discriminant Validity and Correlations..........................................................38

4.4 Hypothesis Testing..............................................................................................39

CHAPTER 5: CONCLUSION AND IMPLICATIONS.............................................. 43

5.1 Discussion ............................................................................................................43

5.2 Conclusion ...........................................................................................................45

5.3 Implications.........................................................................................................47

5.4 Limitations and Future Work.................................................................................. 49

Reference.......................................................................................................................... 50

APPENDIX 1: QUESTIONNAIRE SURVEY ............................................................. 63

APPENDIX 2 ................................................................................................................... 71

DESCRIPTIVE STATISTICS....................................................................................... 71

APPENDIX 3 ................................................................................................................... 75

CRONBACH’S ALPHA................................................................................................. 75

APPENDIX 4 ................................................................................................................... 81

LIST OF ACRONNYMS

Acronnyms Meaning

SEM Structural equation modeling

App Application

FDA Food Delivery Applications

MFDA Mobile Food Delivery Applications

TAM Technology acceptance model

TRA Theory of reasoned action

UTAUT2 Unified Theory of Acceptance and Use

of Technology

ECM Expectancy Confirmation Model

EFA Exploratory Factor Analysis

CFA Confirmatory Factor Analysis

CFI Comparative Fit Index

RMSEA Root Mean Square Error of

Approximation

TLI Tucker Lewis index

MSV Maximum Shared Variance

AVE Average Variance Extracted

CR Composite Reliability

KMO Kaiser-Meyer-Olkin

Sig Significance level

O2O Online – to - offline

LIST OF FIGURES

Figure 1. Proposed research model ................................................................................... 12

Figure 2. Research Process ............................................................................................... 22

LIST OF TABLES

Table 1. Measurement scale of observed variables.......................................................... 23

Table 2. Confirmatory factor analysis.............................................................................. 35

Table 3. Convergent Validity and Reliability.................................................................... 36

Table 4. Correlation Matrix and Discriminant Validity ................................................... 38

Table 5. Structural Model Results..................................................................................... 40