IDEAS home Printed from https://ideas.repec.org/a/rbs/ijbrss/v12y2023i6p01-10.html
   My bibliography  Save this article

Examining the impact of social influence on purchase behavior of online food delivery in Vietnam:The moderating role of trust and physical obstacles during the COVID-19 Pandemic

Author

Listed:
  • Wanching Chang

    (Department of Tourism, I-Shou University, No. 1, Sec. 1, Syuecheng Rd., Kaohsiung City, 84001, Taiwan, R.O.C.)

  • Ren-Fang Chao

    (Department of Leisure Management, I-Shou University, No. 1, Sec. 1, Syuecheng Rd., Kaohsiung City, 84001, Taiwan, R.O.C.)

  • Ngoc Anh Le

    (IMBA, I-Shou University, No. 1, Sec. 1, Syuecheng Rd., Kaohsiung City, 84001, Taiwan, R.O.C.)

Abstract

This article investigates the impact of social influence on online food delivery (OFD) purchase behavior in Vietnam, specifically examining the moderating role of trust and physical obstacles during the COVID-19 pandemic. A total of 378 respondents participated in the research, and the findings highlight the significance of social networks and interpersonal relationships in the OFD market. Regarding the role of trust as a moderator, the findings highlighting the importance of building trustworthiness and credibility in the OFD industry. The findings suggest that physical obstacles, such as the closure of non-essential stores and social distancing measures, weaken the influence of social factors on consumers' behavior. These changes in individuals' lifestyles have introduced physical barriers to traditional dining experiences, consequently increasing reliance on online food delivery (OFD) services. Overall, this study contributes to the existing literature on consumer behavior and provides insights for industry practitioners and policymakers to develop effective marketing and communication strategies and support mechanisms to facilitate the growth and sustainability of the online food delivery industry in Vietnam. Key Words:Online Food Delivery Service (OFDS), Social Influence, Trust, Physical Obstacles, COVID-19 Pandemic

Suggested Citation

  • Wanching Chang & Ren-Fang Chao & Ngoc Anh Le, 2023. "Examining the impact of social influence on purchase behavior of online food delivery in Vietnam:The moderating role of trust and physical obstacles during the COVID-19 Pandemic," International Journal of Research in Business and Social Science (2147-4478), Center for the Strategic Studies in Business and Finance, vol. 12(6), pages 01-10, September.
    • Handle: RePEc:rbs:ijbrss:v:12:y:2023:i:6:p:01-10
    DOI: 10.20525/ijrbs.v12i6.2704
    as

    Download full text from publisher

    File URL: https://ssbfnet.com/ojs/index.php/ijrbs/article/view/2704/1933
    Download Restriction: no
    File URL: https://doi.org/10.20525/ijrbs.v12i6.2704
    Download Restriction: no
    File URL: https://libkey.io/10.20525/ijrbs.v12i6.2704?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:rbs:ijbrss:v:12:y:2023:i:6:p:01-10. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Umit Hacioglu (email available below). General contact details of provider: https://edirc.repec.org/data/ssbffea.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.