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The Influence of E-Service Quality on Food Online Purchase Intention in Vietnam
THI-MINH-NGOC LUU,DAM-LUONG-THUY HOANG,Phuong Mai NGUYEN 중앙대학교 경제연구소 2023 Journal of Economic Development Vol.48 No.3
This paper aims to examine how the e-service quality and demographic factors influence food online purchase intention of Vietnamese consumers. We developed a research framework by adopting the E-S-QUAL model proposed by Parasuraman et al. (2005) and some other existing studies. Measurements with 19 items of e-service quality dimensions (i.e. website design, reliable service, trust and personalisation) and three items of online purchase intention were adopted and adapted. Data were collected from 179 customers in a self-administered online survey. Regression analysis in SPSS was run to test the research hypotheses. Results showed that personalisation factor has the most significant effect on food online purchase intention of Vietnamese consumers, followed by website design and then reliable service. Furthermore, trust has a minor effect on customers’ food online purchase intention. Regarding the influence of demographic factors, age and occupation were confirmed to relate to the food online purchase intention. Our findings suggest that online merchants and food producers innovate their marketing tactics to target more audience and boost sales. Our study also implies that the policymakers should amend the regulations in e-commerce to promote collaboration among food online sellers and third-party payment platform providers.
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