FACTORS AFFECTING THE INTENTION OF USING BAEMIN APPLICATION TO BUY FOOD OF CUSTOMERS IN HO CHI MINH CITY

Abstract

Ordering food via mobile applications is no longer strange to people in big cities, especially Ho Chi Minh City. However, Baemin application is not the best choice of customers in Ho Chi Minh City due to many reasons. Therefore, this study aims to find out the factors affecting the intention to use Baemin application to buy food of customers. The survey subjects are customers in Ho Chi Minh City who intend or are using Baemin app to buy food. Qualitative research is carried out through the technique of interviewing experts in the relevant field to complete the proposed research model, adding scales and observed variables. Then conduct a quantitative study with 178 valid samples. The results show that the factors: perceived usefulness, perceived ease of use, social influence, perceived reliability, perceived price are the factors that affect the intention to use the application. using Baemin to buy food from customers in Ho Chi Minh City. Thereby giving some administrative implications to improve the customer's intention to use Baemin application.