Examining the impact of social influence on purchase behavior of online food delivery in Vietnam

Abstract

This article investigates the impact of social influence on online food delivery (OFD) purchase behavior in Vietnam, specifically examining the moderating role of trust and physical obstacles during the COVID-19 pandemic. A total of 378 respondents participated in the research, and the findings highlight the significance of social networks and interpersonal relationships in the OFD market. Regarding the role of trust as a moderator, the findings highlighting the importance of building trustworthiness and credibility in the OFD industry. The findings suggest that physical obstacles, such as the closure of non-essential stores and social distancing measures, weaken the influence of social factors on consumers' behavior. These changes in individuals' lifestyles have introduced physical barriers to traditional dining experiences, consequently increasing reliance on online food delivery (OFD) services. Overall, this study contributes to the existing literature on consumer behavior and provides insights for industry practitioners and policymakers to develop effective marketing and communication strategies and support mechanisms to facilitate the growth and sustainability of the online food delivery industry in Vietnam.