The Behavioral Intention of Using Online Food Delivery Services During the COVID-19 Pandemic in Vietnam: A Test of Integrating TAM and HBM Framework

Abstract

Growing internet technology has incurred variations in customer way of life and online shopping habits. Originating from the integrated framework of technology acceptance model and health belief model, the purpose of this study is to investigate the influence of determinants, such as perceived usefulness, perceived ease of use, trust, social influence, perceived susceptibility, and perceived severity on customers' intentions of using online food delivery (OFD) services. By employing a total of 459 usable responses in Vietnam, the research hypotheses were empirically validated using structural equation modeling (SEM) approach. The results of this study exhibited that the constructs all have positive influences on the usage behavior of OFD services, while perceived ease of use is found to influence users' perceived usefulness. This study complements key insights into the literature on the acceptance of technology during the pandemic in general, the online food delivery technology in particular.