Behavioral Intention Towards Online Food Purchasing After the Social Distancing Period of Covid-19 in Danang City, Vietnam

Abstract

Social distancing due to Covid-19 exposes consumers to abnormal situations and forces them to passively change their buying behaviors, leading to partly shifting to online shopping channel choices. This study was conducted right in the social distancing period in Danang City, from August 20th to September 15th, 2020. By developing a conceptual framework integrating predicting intentions models TAM, TRA, TPB with VAB model (Homer and Kahle, 1988), and Perceived Risks, this study recognizes an ongoing trend in online purchasing of Vietnam consumers during- and post-Covid 19. Together with a witnessed upward trend in online food purchasing behaviors during the social distancing period, online markets also anticipate a positive growth of buying intentions after social distancing. These behavioral intentions are affected not only by the original anchors from TAM, TRA, TPB models but also by personal values and perceived risks.