Adoption of third-party online food delivery services in Ho Chi Minh City - a perspective from restaurant operators in F&B industry"

Abstract

Online food delivery services (OFDs) have emerged as a convenient solution for consumers seeking to order food from the comfort of their homes, a trend that has seen exponential growth, particularly during the COVID-19 pandemic when dine-in options were limited. This surge in OFDs popularity has prompted traditional food operators to embrace food delivery as a means to expand their service channels. To attract customers, food delivery service providers are increasingly establishing partnerships with numerous restaurants. For restaurant entrepreneurs, choosing the optimal service provider is a pivotal decision that directly impacts their sales. Nevertheless, numerous criteria complicate this decision-making process. This study aims to delve into the impact of OFD services on business owners' inclination to adopt the technology system. Specifically, it examines how factors such as performance expectancy, trust in providers and partners, and attitude shape the willingness to utilize food delivery applications. Utilizing the Unified Theory of Acceptance and Use of Technology (UTAUT), an OFDs user model is formulated. Data is gathered through a convenience sampling method, yielding 600 validated responses. Hierarchical regression analysis, employing Structural Equation Modeling (SEM), confirms that performance expectancy, trust, and attitude significantly influence the intention to engage with food delivery apps, while facilitating conditions directly impact their actual usage. The study's practical implications extend to enriching knowledge and competencies within the shared-economy industry, enhancing app quality for online food delivery service providers, and addressing the underlying motives of F&B business owners. Guidelines for restaurant operators to compare and evaluate the service providers' performances in a logical manner. Furthermore, it offers valuable contextual insights into the landscape of online food delivery applications in Ho Chi Minh City, Vietnam