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This research investigates the factors affecting the intention to adopt food delivery apps in Ho Chi Minh City based on the Value-based adoption Model (VAM). The study was conducted using a structural equation model (SEM) to examine data collected from 344 responders. The research results show that benefit values including convenience and perceived enjoyment have a positive impact on perceived value. Sacrifice values include perceived complexity and perceived cost. Perceived value is negatively impacted by both perceived cost and perceived complexity. Perceived value has a strong and positive impact on the intention to adopt food delivery apps. Furthermore, the study results also indicate that perceived privacy risk negatively affects intention. This is one of the first studies applying VAM to investigate factors affecting consumer behavior in the context of Ho Chi Minh City.
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by VNU Journal of Economics and Business
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