APPENDIX 008

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 APPENDIX 008

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 APPENDIX 008

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 APPENDIX 008

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Table of Contents
I, INTRODUCTION....................................................................................................................
1.1 Problem Statement.................................................................................................................
1.2 Research Objective.................................................................................................................
1.3 Research Questions.....................................................................Error! Bookmark not defined.
1.4 Significance of study...............................................................................................................
II, Literature Review................................................................................................................
2.1 Background of study.....................................................................................................................
2.2 Theoretical Framework.................................................................................................................
2.3 Factor...........................................................................................................................................
2.3.1 Customer satisfaction...................................................................................................................................
2.3.2 Interface elements of Shopee application....................................................................................................
2.3.3 Trust level......................................................................................................................................................
2.3.4 Attitude.........................................................................................................................................................

2.4 Conceptual Framework.................................................................................................................

III, REFERENCE.......................................................................................................................
V, LITERATURE MATRIX:........................................................Error! Bookmark not defined.

Chapter 1: Introduction
1.1. Problem Statement
The advent of the world technology era led to the great development of smart applications to
solve all needs in life: shopping, commuting, learning, entertainment... In the context of
business activities. encountered many difficulties. Due to the impact of the epidemic, along
with the increasingly strong development of technology, more and more people are using food
 APPENDIX 008

delivery services by mobile applications. This trend is expected to continue to thrive,

changing the entire F&B industry. Research on the world by Rita, P., Oliveira, T, & Farisa, A.
(2019). Effect of e-service quality and customer satisfaction on customer behavior in online
food ordering. Heliyon. Al-dweeri, RM, Obeidat, ZM, Al-dwiry, MA, Alshurideh, MT and
Alhorani, AM (2017). Impact of e-service quality and loyalty on online food ordering:
moderating effects of e-satisfaction and trust. Journal of International Marketing Research.
Chen, X., Huang, Q., & Davison, RM (2017). The role of website quality and social capital in
building buyer loyalty. International Journal of Information Management.
Understanding that, many restaurants have been focusing on online business, selling food to
customers through mobile applications. Research on factors affecting repeat purchase
decisions in the e-commerce environment of consumers in Ho Chi Minh City. Ho Chi Minh.
(Domestic research such as Thu, H. T. P. (2019)
 Many restaurants have completely changed their business models, moving 100% of their
operations to an online platform. Since then, some new restaurant models such as Cloud
Kitchen or Virtual Restaurant were born. Not out of this trend, Shopee Food was born as a
perfect response to the needs of ordering food online, even shopping online. According to
data from the Department of E-commerce and IT (2015), up to 62% of Internet users have
engaged in online shopping. This will be a huge opportunity for Shopee Food to thrive.

1.2. Research Objective

RO1: Determining factors affecting customer confidence when buying at Shopee Food.

1.3. Research Questions (đổi câu hỏi vì đ liên quan đến bài) 
RQ1: Does customer satisfaction on app interface affect online food ordering behavior at
Shopee Food?
RQ2: What are the factors affecting the trust level of customers when ordering food online at
Shopee Food?
RQ3: Does attitude affect online food ordering behavior at Shopee Food?

1.4. Significance of study

Analyze the factors affecting the trust of customers when buying at Shopee e-commerce
platform. Evaluate the influence of factors on customer's trust when buying at Shopee e-
commerce platform. From there, it can help Shopee find solutions to maintain and increase
customer confidence when buying on its e-commerce platform.
 APPENDIX 008

 Theoretical meaning
The study has generalized theoretical issues about satisfaction, thereby giving a model.
Research model to determine the factors affecting customer satisfaction when shopping on
Shopee e-commerce channel.

 Practical significance
Research results can be used to help businesses learn and measure customer satisfaction level.
From there, come up with marketing strategies and plans to improve the level of satisfaction
for their target customers. Give some administrative implications for sellers on Shopee in
order to improve services, increase customer satisfaction in order to improve competitiveness
on e-commerce platforms.

Chapter 2: Literature Review

2.1 Background of study 
In fact, M&A deals in the Food segment have been around since 2017 with the acquisition of
Foody by parent company Shopee (SEA) in the Vietnamese market.
Food Delivery (food delivery) has been active since before 2014 with names like Baemin
(Korea), Meituan (China), Delivery Hero (Germany), DoorDash and UberEats (USA)...
Vietnam also recognized two prominent names at that time, Foody's Now and Foodpanda
(Delivery Hero's brand). However, Foodpanda later withdrew from the Vietnamese and
Indonesian markets in 2015.
In 2022, food delivery platforms will face strong headwinds for growth in the face of profit
pressure, especially when most players are listed on the stock exchange...
“Competition has become much quieter in 2022 than in 2021. New entrants such as Shopee
and AirAsia have returned to focus on their core areas, while others The current company
adopts a much more cautious expansion strategy,” said Jianggan Li, CEO and Founder of
Momentum Works.
Besides the trend of food delivery service providers gradually withdrawing from unprofitable
markets and businesses, the Momentum Works report also highlights three other key industry
trends in the region.
First, the food delivery service provider will strengthen the digitization of the fragmented
F&B industry. Many food delivery service providers have entered into strategic partnerships
or acquired point-of-sale and restaurant management solution providers by 2022. These
moves are expected to strengthen their capabilities. Merchant retention and enable suppliers to
 APPENDIX 008

deliver better, more differentiated service to merchants by mining online and offline sales
data. This is a strategy that has been tested by Chinese suppliers like Meituan.
Second, food delivery service providers take advantage of subscription and advertising
programs to increase revenue. The major food delivery service providers have begun building
promotional products to attract more seller investments. Many service providers are also
experimenting with membership programs as a tool to improve consumer retention and
incentivize ordering at greater value. Service providers with a large reach of consumers and
merchants will have an edge over other players.
Third, online and offline strategies are more clearly defined as sellers differentiate their sales
channels. Food delivery continues to make up a significant portion of merchants' total sales,
even after dining returns. As a result, sellers are creating more differentiated offers and
promotions for dine-in and food delivery to reduce overcrowding and maximize sales for both
channels.
Similarly, delivery service providers are also expanding into the offline space through features
such as dine-in coupons, restaurant reviews, etc.

2.2 Theoretical Framework 

This paper aims to examine the behavioral intention (BI) of consumers to order food and
beverage using e-commerce by combining trust (TRU) with the theory of planned behavior.
plan (TPB).
Data were collected through an online questionnaire and the study used a total of 306 correct
and usable responses. The population of the study included Indian consumers. Data were
analyzed using SPSS 25 and AMOS 22.0. The proposed hypotheses have been tested
statistically.
The experimental results show that attitude (ATT), subjective norm (SN) and belief positively
and significantly affect behavioral intention, while perceived behavioral control (PBC) has no
significance. . . This study showed that the proposed model explained about 51% of the
variance in behavioral intention.
The theory of planned behavior (TPB) is a mid-range theoretical framework developed by
Icek Azjen in 1985 to explain and predict human behavior based on attitudes and beliefs. In
1991, Azjen revised his theory to include the concept of perceived behavioral control
(Armitage & Conner, 1991). It is recognized as a valid decision-making theory that can
predict many types of behavior. TPB is based on the concept that the stronger the intention to
perform a certain behavior, the higher the likelihood that the individual will engage in that
behavior (Herrmann, 2017). Therefore, TPB assumes that actions are controlled by intention.
 APPENDIX 008

Figure 1: Theory Of Planned Behaviour

Source: Ajzen (1991) 
2.3 Factor:
2.3.1. Customer satisfaction:
Customer satisfaction is a composite factor of factors with 7 observed variables and the
highest level of satisfaction is 5. With level 4.32 is the highest average satisfaction value of
the variable “Satisfaction”. satisfied with the application interface, delivery time and food
quality”. The lowest mean value is 4.17 for the variable “Satisfied with the delivery time”.
Although the delivery process is quite detailed and rated quite well, it is also found that the
satisfaction level of this factor is lower than that of the other, so Shopee should further
improve the satisfaction level for the channel distribution service to be improved. .

2.3.2. Interface elements of Shopee application:

Interface factor of Shopee application in 5 observed variables. The highest level of
dissatisfaction is 1 and the highest level of satisfaction is 5. The highest average satisfaction
level is 4.48 for the variable “Easy to find needed products at Shopee”. The best reward has
an average satisfaction value of 4.11 which is not very different from the highest variable, and
this variable is “The Shopee interface is not stuck, floating.” It can be seen that the level of
interest in the interface about product search is very high.“Ease of use” can mean the degree
to which individuals think that using a particular technology lacks an effort. significantly
(Davis, 1989). Davis (1989) explained perceived usefulness as the degree to which consumers
think a particular technology can improve job performance. The higher the usefulness of
technology, the greater the chance that people will use technology in the future (Lee, Lee &
Jeon, 2017). According to Kim (2014) and Xu, Gan and Yan (2010), a positive relationship
 APPENDIX 008

exists between perceived usefulness and intention to use Technology. Although it has a lower
rating, it also takes an important part with a stable interface.
2.3.3. Trust level:
The reliability factor has 6 observed variables, with the level of dissatisfaction is 1 and the
highest level of satisfaction is 5. With 4.38 being the highest average satisfaction value of the
variable "Shopee Food only" Shipping". when placing". The store's dishes listed on the e-
commerce platform are always available at the stores along with detailed descriptions and
pictures of each item. Customers will order dishes based on descriptions as well as photos.
The lowest satisfaction value in this factor is the variable “Products listed for sale on Shopee
are always available” at 4.15. Showing the reliability with food quality Shopee Food is always
the choice of many customers with a high rating.
2.3.4. Attitude:
Attitude can have a significant impact on online food ordering on the Shopee Food platform.
Attitude refers to an individual's positive or negative evaluation of a product or service.
Favorable attitudes towards food and service, driven by factors such as meal quality,
packaging, delivery time and delivery process, can lead to purchases and bookings. row. food
increased. On the other hand, negative attitudes towards ordering food on Shopee Food such
as concerns about the description of the dish, whether the taste is good, the process from order
preparation to delivery to customers. Customers can make mistakes or spoil something like
unmanaged food, wrong delivery, which leads to reduced intention to buy and use Shopee
Food. Therefore, understanding consumers' attitudes towards Shopee Food is very important
for businesses, food brands in general and small food stores in particular to build an effective
marketing strategy. . results, meeting the needs and preferences of the Vietnamese market.
(Khin, M.C.C.2020).

2.4 Conceptual Framework:

References
 APPENDIX 008

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 norm

Brand

WOM
WOM
quality
quality

control
Service

volume

Positive
Attitude

e-WOM
e-WOM
e-WOM

interface
intention

Negative
Customer

Perceived

Subjective
behavioral
behavioral

Trust level
Consumers

Application
Satisfaction

creditability
Thu Ha (July 2022): Vietdata

√
√
√
√
√
Newspaper. Thị trường giao thức

√
√
√
Misa Cuk Cuk (21/2/2022). Dân

√
√
√
√
“nghiện” Shopeefood chắc chắn

123doc Sang, V.M (2015), Goel, P,

√
√
√ Verma. P, Al Mutairi, Q, Bhardwaj,

norm

Brand

WOM
WOM
quality
quality

control
Service

volume

Positive
Attitude

e-WOM
e-WOM
e-WOM

interface
Studiocu Giao, H. N. K. (2013),

intention

Negative
Customer

Perceived
behavioral
behavioral

Subjective
Trust level
Consumers

Application
Satisfaction
√
√
√
√
√

creditability
Sang, V. M. (2015), Lim, K. B., &
Fern, Y. S. (2021). SỰ HÀI LÒNG

PhD. Tran Van Dat (No. 01 (14) –

√
√
√
√
Slideshare. Bùi Thanh Tráng (2014),

√
√
√
√
√

2022) Factors affecting customers’ Nhận thức rủi ro tác động đến ý định

Zeithaml, V., & Bitner, M. J. (2000),

√
√
√
√
Hoàng Thị Phương Thảo & Nguyễn

√
√
√
√
Appendices – Literature Matrix:

Services Marketing: Intergrating Minh Thông (2012), “Niềm tin của

Toan Phat trading technology

√
√
√
Trần Hà Minh Quân & Trần Huy

√
CO,..LTD. Tổng quan về thị trưởng √ Anh Đức (2014), “Các yếu tố ảnh

Manuela Ingaldi và Robert Ulewicz

√
√
√
E. Garbarino và M. Strahilevitz,

√
√
√

(2019). “How to Make E-Commerce Gender differences in the perceived

risk of buying online and the effects

√
√
√
√
√
Jha, S., Deitz, G. D., Babakus, E., &
√
√

Robinson, S. (1996). Trust

Yavas, U. (2013). The role of

Kotler, P & Armstrong, G.

√
√
√
√
√
Lee, M. K. O., & Turban, E. (2001),

√
√
√

(2004). Principles of Marketing,

“A Trust Model for Consumer

Kotler, P. (2000), Marketing

√
√
√
√
Mcknight et al, P.A. (2000),
√
√
√

Management, 10th Edition, New Consumer acceptance of electronic

√
√
Siau, K., & Shen, Z. (2003).
√
√
√

Building customer trust in mobile

Isar, K., Fariba, L., Fatemeh A. Metric (02/2022-01/2023) Shopee

√
√
(2020). “E-service factors affecting

√
√
√
√

Food – Báo cáo xu hướng thị trường

e-customer satisfaction and the sàn TMĐT

Varki, S. and Colgate, M., (2001).

√
√
√
Adhita Maharani Dewi (02/2021).
The Role of Price Perceptions in an
√
√
√
√

Optimization of Shopee Food E-

commerce application as marketing
Parasuraman, A., Zeithaml, V. A., &

√
√
Berry, L. L. (1993), “More on Huỳnh Hải Châu (2022) Các nhân tố
√
√
√
√
√

ảnh hưởng đến ý định đặt thức ăn

Total

5
3
2
2
2
2
2
4
2
3
2
2
2
4
Vijayasarathy, L. R., & Jones, J. M.
√
√
√

(2000), “Print and Internet Catalog

Studiocu. Hoàng Thị Tuyết Nhi,

√
√
√
√

Trần Nguyễn Phương Thanh, Đoàn

Thị Bích Thảo, Lê Thị Thanh Thúy,

iPos.vn (July 21, 2021) 5 “rào cản”

√
√
√
√

tâm lý của khách hàng khi đặt đồ ăn

APPENDIX 008

Lưu Đặng Gia Hân, Phạm Hùng

√
√
√

Cường, Trần Anh Tài (27/03/2022)

Công thương industrial and trade

Total
7
3
4
3
4
5
4
9
2
8
5
7
4
7
APPENDIX 008