PPTX_NCKH_QUYÊN_1904.pptx trường đại học kinh tế

Bài viết nói về hoạt động mua thức ăn nhanh tại trường UEH

1. FACTORS AFFECTING THE INTENTION TO USE ONLINE FOOD DELIVERY SERVICE OF UNIVERSITY STUDENTS IN HO CHI MINH CITY Supervisors: Ms. Nguyen Mai Lan Ms. Nguyen Thi Thanh Nhan Team members: Le Hoang Nam Trinh Ngoc Huy Tran Thien Khiem Le Ngoc Bach Yen Tran Nguyen Diem Quyen

2. TABLE OF CONTENTS Chapter 1. INTRODUCTION: Overview of the research topic. Chapter 2. LITERATURE REVIEW: Background theories and related theoretical bases, and propose research models along with research hypothesis. Chapter 3. RESEARCH METHODOLOGY: Research methods in building and verifying the scale. Chapter 4. RESEARCH RESULTS: Analyze research results. Chapter 5. DISCUSSIONS: Based on the results of the analysis, draw conclusions and research significance. Chapter 6. LIMITATIONS, RECOMMENDATIONS, CONCLUSIONS: Summarize the content and results of the study, give recommendations, significance, limitations of the study, and at the same time orient for further research.

3. 3 3 Introduction Chapter 1

4. Introduction CHAPTER 1 Theoretical and practical problems Research objectives Research questions Research gaps Research methodology Thesis outline 6 main contents

5. Theoretical and practical problems Total value of spending on food delivery services in 2022 of Vietnam: 1.1 billion USD How can a food delivery service rise to the top of the market ? Focus investments on the key factors affecting service intention Source: Zingnew, 2023 Young people make up a high percentage of the population in Viet Nam Source: Tong cuc thong ke, 2022 There have not been many research articles on the same topic after the Covid-19 The 18 to 22 aged user is one of the ta r get group of customers Source: Lee et al., 2017; Gupta & Duggal, 2020 ; Tuoi Tre newspaper, 2023

6. Research objectives & questions Determining factors affecting university students' intention to use online food delivery service in Ho Chi Minh City Measuring the influence of factors affecting the intention to use online food delivery service of university students in Ho Chi Minh City WHAT? HOW? Factors affect university students' intention to use online food delivery services in Ho Chi Minh City Information Quality Performance Expectation Expectation Effort Social Influence Perceived Price Risk Awareness Intention to use online food delivery services

7. Research gaps STUDENTS NOT PREVIOUS STUDIES Ho Chi Minh City There has not been much research on this topic after the Covid

8. 8 Research scope TIME POPULATION SCOPE LOCATION February 2023 to April 2023 Ho Chi Minh city Collected 424 samples, 404 qualified.

9. 9 9 Literature review Chapter 2

10. Introduction CHAPTER 2 Definitions Empirical studies Research hypothesis Conceptual framework 4 main contents

11. “ Intention is a motivating factor that motivates an individual to be willing to perform a behavior” ---- Ajzen, 1991---- Definitions “Intention to use” ‪Fred D Davis- TAM model Theory of Reasoned Action- TRA model_ Ajzen & Fishbein 11 Attitude Subjective norm Intention Behavior Technology Acceptance Model (TAM) Perceived Usefulness Perceived Ease of Use Intention to Use Actual use

12. “A service (often based on an online platform) that offers a platform between food service establishments and clients through an integrated online delivery service and offline” Source: Muangmee et al., 2021 Definitions “Online food delivery” The global market for OFD services would generate around $107.4 billion in total revenue in 2019 and more than $182.3 billion by 2024. Source: Statista, 2020

13. Definitions Information quality refers to the ability to access and find accurate information at the time of use (Zhao, 2019) 1. Information Quality Performance expectancy refer to the extent to which users believe that technology will improve performance in specific activities (Venkatesh et al., 2003) 2. Performance Expectancy Effort expectancy is the degree of convenience associated with using the system (Venkatesh et al., 2003). 3. Effort Expectancy Social influence refers to the extent to which users understand that their surroundings must use a new system (Venkatesh et al., 2003) 4. Social influence The more at-risk consumers are, the more likely they are to have a negative attitude towards online shopping and vice versa (Javadi, 2012). 5. Risk awareness The perceived balance of consumers between the benefits of a service and the monetary costs of using them (Venkatesh et al., 2012). 6. Perceived Price

14. Empirical studies

15. Empirical studies

16. Research hypothesis & Conceptual framework Information Quality Performance Expectancy Effort Expectancy Social Influence Risk Awareness Perceived Price Intention to use online food delivery services H1(+) (Ariffin et al., 2021; Elango et al., 2021; Trang et al, 2021) H2(+) (Muangmee et al.,2021; Hong et al,2021; Hai and Mai, 2021) H3(+) (Ariffin et al., 2021; Muangmee et al.,2021; Hai and Mai, 2021) H4(+) (Ariffin et al., 2021; Elango et al., 2021; Trang And Nam, 2021) H5(-) (Hanh et al., 2020; Hai and Mai, 2021) H6(+) (Thao and Long, 2020; Trang et al, 2021; Hong et al,2021)

17. 17 17 RESEARCH METHODOLOGY Chapter 3

18. CHAPTER 3 Research philosophy Research approach Research strategy Research choice Data collection methods Data analysis methods Ethical concerns 7 main contents

19. Research methodology Source: Saunders et al, 2008 Research philosophy: Pragmatism Research approach : Deductive Research strategy : Survey Research choice: Multi-method Data collection and data analysis

20. ​​Data collection methods Sampling technique Non-probability sampling methods Units in the general population are not equally likely to be selected into the study sample. * Convenience sampling : The sampling is based on the convenience or accessibility of the subject

21. ​​Data collection methods Research object: students who have used online food delivery services Survey object Population Sample size Bollen, 1989: Sample size = 5 x Number of observed factors The minimum sample size is 150 Tabachnick & Fidell, 2007: Sample size = 50 + 8 x Number of Independent variables The minimum sample size is 98 ABOUT 400 SAMPLES Scope of space: Ho Chi Minh city Time range: 2/2023 - 4/2023

22. ​​Data collection methods Questionnaire design Screening questions and demographic questions 1. Are you a student - Bạn có phải là sinh viên không ? a. Yes- Có b. No- Không 2. Are you currently living in Ho Chi Minh- Hiện bạn có đang ở tại Hồ Chí Minh không? a. Yes- Có b. No- Không 3. The university where you are attending- Trường đại học nơi bạn đang theo học? a. Schools in the inner city- Nhóm các trường khu vực nội thành b. Schools in suburban areas- Nhóm các trường khu vực ngoại thành 4. Have you used an online food delivery service- Bạn đã sử dụng dịch vụ giao thức ăn trực tuyến bao giờ chưa? a. Yes- Đã sử dụng b. No- Chưa sử dụng

23. ​​Data collection methods Questionnaire design

24. Questionnaire design

25. Data analysis methods Reliability Analysis Cronbach’s Alpha >=0.7 Corrected Item-Total Correlation  > 0.3 Cronbach's Alpha if Item Deleted < Cronbach's Alpha’s Exploratory Factor Analysis (EFA) KMO from 0.5 to 1 Sig. Bartlett’s test < 0.05 Eigenvalues >1 Total Variance Explained >= 50% Factor loading >= 0.5 Correlation Analysis Pearson Correlation r variate: from -1 to 1 Sig < 0.05 Regression Analysis R- Square: >= 50% VIF < 5 Source: Vaske, 2008 Source: Kaiser, 1974 Source: Evan, 1996 Source: Anderson el at, 2015

26. Ethical concerns Research fraud Privacy and confidentiality Personal questions such as email, name, phone number will not be asked or recorded in any way. Filter out error data before running analysis Use Google form which have time recorded. Inform about the purpose and content of the survey

27. RESEARCH RESULTS Chapter 4

28. Official study IQ: Information Quality PE: Performance Expectancy EE: Effort Expectancy SI: Social Influence RA: Risk Awareness PP: Perceived Price Van Hien University , FPT University , UEH University , Huflit University , Hutech University , UEF University ,... 404 SAMPLES

29. Cronbach’s Alpha 1st time Cronbach’s Alpha 2nd time The factors all satisfy the Cronbach's Alpha > 0.7 & All observed variables have indexes > 0.3 PE2 is rejected Official study

30. Official study Exploratory Factor Analysis (1st round) All observed variables have Factor Loading greater than 0.5 and IQ3, SI5 are rejected. Independence variables

31. Official study Exploratory Factor Analysis (final round) All observed variables have Factor Loading greater than 0.5 and there are no bad variables or bad factors. Independence variables Independence variables

32. Official study Correlation Analysis The Sig. (2-tailed) of all independent variables is smaller than 0.05 and linearly correlated with the dependent variable. IQ: I n formation Quality PE: Performance Expectancy EE: Effor t Expectancy SI: Social Influence RA: Risk Awareness PP: Perceived Price

33. Official study Anova Sig. =0.000 Adjusted R-square by 0,753 shows that the independent variables included in the regression analysis affect 75.3% of the variation of the dependent variable.

34. Official study Sig < 0.05 VIF < 2 IU = 0.210*IQ + 207*PE + 0.153*EE + 0.254*SI – 0.191*RA + 0.230*PP IQ: Information Quality PE: Performance Expectancy EE: Effort Expectancy SI: Social Influence RA: Risk Awareness PP: Perceived Price

35. DISCUSSION Chapter 5

36. Factor Correlate Level of impact I n formation Quality Positive impact (proportional) 3rd Performance Expectancy Positive impact (proportional) 4th Effort Expectancy Positive impact (proportional) 6th Social Influence Positive impact (proportional) 1st Perceived Price Positive impact (proportional) 2nd Risk Awareness Negative impact ( inverseratio ) 5th Result IU = 0.210*IQ + 207*PE + 0.153*EE + 0.254*SI – 0.191*RA + 0.230*PP

37. Proposals Online communication Build user community Cooperation with KOLs Discount, Vouchers Reduce operating costs Update information continuously Transparent information Data optimization Server upgrade Research and application of new technology

38. LIMITATIONS, RECOMMENDATIONS, CONCLUSION Chapter 6

39. Limitations & recommendations Limited research subjects Limited number of participants Limited location Limited time range 400

40. Conclusion Research objectives Research questions IU = 0.210*IQ + 207*PE + 0.153*EE + 0.254*SI – 0.191*RA + 0.230*PP Intention to use online food delivery services Information Quality (+) Performance Expectancy(+) Effort Expectancy (+) Social Influence (+) Risk Awareness (-) Perceived Price (+)

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