ASSIGNMENT 1 FRONT SHEET

Qualification BTEC Level 5 HND Diploma in Business

Unit number and title Unit 42 - Statistics for Management

Submission date Date Received 1st submission

Re-submission Date Date Received 2nd submission

Student Name Student ID

Class Assessor name

Student declaration

I certify that the assignment submission is entirely my own work and I fully understand the consequences of plagiarism. I understand that
making a false declaration is a form of malpractice.

Student’s signature

Grading grid

P1 P2 P3 M1 M2 D1
 Summative Feedback:  Resubmission Feedback:

Grade: Assessor Signature: Date:

Internal Verifier’s Comments:

Signature & Date:

I. Introduction

1. Background in Vietnam

Online shopping is a broadly defined activity that includes finding online retailers and products, searching
for product information, selecting payment options, and communicating with other consumers and
retailers as well as purchasing products or services. During the last two decades, the rapid diffusion of
computer and information technologies throughout the business and consumer communities has resulted
in dramatic changes (Delafrooz, et al., 2010). The application of the Internet to purchasing behavior is a
notable change in the way buyers and sellers interact. Notably, Vietnam's e-commerce market is
increasingly expanding and becoming a popular business method with a variety of operating models,
objects, managing processes, and supply of goods and services with Internet infrastructure support.
Moreover, the context of the Covid-19 epidemic has caused consumer behavior and e-commerce activities
to change rapidly. The buying habits of Vietnamese consumers in the domestic market are also gradually
shifting from traditional purchases to online purchases through electronic means. This has promoted the
strong development of e-commerce and the digital economy (Vo , 2021). According to the E-commerce
White Paper 2021 released by the Department of E-commerce and Digital Economy (Ministry of Industry
and Trade), in 2020, about 49.3 million consumers in Vietnam will participate in online shopping and
become a country in the world has the highest percentage of online shoppers in the region. In addition, the
size of Vietnam's retail e-commerce market in 2020 will reach 11.8 billion USD and the growth rate of
retail e-commerce in 2020 will be 18% (Idea, 2021). Simultaneously, e-commerce helps consumers
through the internet to shop in international markets and become "global consumers", and at the same
time, makes it easier for individuals and businesses to introduce and deliver their products to international
customers.

Food delivery service had the ideal opportunity to improve their performance thanks to the recent global
pandemic, which acted as a double-edged sword (Kee, et al., 2021). Food delivery services are becoming
more and more popular since they give customers more flexibility and convenience. Instead of making the
meal or traveling to a restaurant and waiting for the food to be ready, they can plan and create the order
using online food delivery services. Due to the wide range of options, consumers could also be exposed to
a variety of foods. As a result, notably during the COVID-19 pandemic, online food delivery services have
had an impact on customer behavior intentions.

According to statistics in December 2020, the highest usage rate of ShopeeFood (Now) in Vietnam is
34%, just behind Grab Food (37%) and quite far surpassing even Baemin (16%), Go Food (11%), and
Loship (2%) (Le, 2020). Thereby, it can be seen that e-commerce channels and trading floors for food and
drinks in Vietnam are becoming a shopping trend for many customers, especially young people.
According to the Vietnam e-commerce white paper report, up to 77% of internet users have shopped
online at least once in 2019, belonging to the group of young people from 18 to 25 years old (Idea, 2021).
Many young people pay attention to novel experiences and pursue innovation in online shopping, and
practicality is no longer the main factor influencing their consumption decisions. In addition, the
diversification of product categories, convenience as well as cost competitiveness are significant
advantages of e-commerce. Super-fast delivery services with many options also contribute significantly to
changing user habits (Islam & Daud, 2011). Therefore, the market share of e-commerce, online shopping,
and delivery services is expected to increase with many convenient features expected to grow strongly in
both the number of buyers and revenue.

Figure 1: Vietnamese food ordering market in December 2020

Before knowing the ShopeeFood brand name, people knew NowFood instead of ShopeeFood. However,
this is part of a long-term strategy to not only increase brand awareness for all customers but also create an
integrated and powerful ecosystem with Shopee and ShopeePay to bring many benefits for users. Vietnam
is Shopee's most successful food delivery market. According to a report by Momentum Works, Now is the
most popular food delivery app in Vietnam with a market share of 42% (Ha, 2021). ShopeeFood is
growing very strongly and growing positively in terms of users. Besides the feature of ordering and
delivering food, ShopeeFood also makes users enjoy the extremely convenient and useful online shopping
service. In addition, there are packing services, ordering delivery of large and essential packages, in order
to provide users with the most optimal services. Not only preserving the interests of customers and drivers
after renaming, but ShopeeFood also continuously offers extremely attractive incentives such as deal
0VND, freeship extra, discount codes from partners, and Flash Sale delicious dishes (Prices, 2022). There
are also many minigames with great gift value initiated on the ShopeeFood application and Shopee's
official fanpage to help customers save a lot of money, especially students who need to eat drinking or
have a part-time job. Because of that attraction, ShopeeFood attracts more customers and sellers.

Students are selected as the main subjects in this study because the number of young people accounts for
23.8% of the total population of Vietnam today (Nguyen, 2020), which is an attractive market for food
service businesses. Especially, customers belong to Generation Z (those born between 1997 and 2012)
with an active life, little time to take care of meals and a high need for socializing through eating and
drinking activities, has become a major market of the online food business. These are also customers who
are more willing to spend than other audiences (Nguyen, 2020). In addition, the young generation of Gen
Z are those who grasp the trend very quickly and easily adapt to the modern lifestyle. Therefore, the use of
online food ordering applications is an easier platform to use for young people, especially students.

The survey was distributed to students attending universities in Danang to simplify survey implementation
and obtain a highly accurate sample. Especially in Da Nang city, which is directly affected by two waves
of an epidemic in 2020, people have formed the habit of eating at home instead of outside. As a result, the
use of online food ordering platforms in Da Nang tends to increase significantly compared to before (by
2020 it will be 6% compared to the whole country) (Toanphatcorp, 2022). In addition, Da Nang has a
significant number of universities in its central area, where many young people, particularly students, are
enrolled in education. Consequently, Da Nang was chosen as the place to conduct the survey.

Figure 2: Market trends 2020 in Vietnam

As the result, this study aims to investigate the important factor of promoting and enhancing the
behavioral intention to use online food delivery services (ShopeeFood) of students at universities in
Danang. The consumer behavioral intention to use is worth studying to provide some recommendations to
ShopeeFood.

2. Objectives of the study

This study concentrates on the behavioral intention to use as well as the relevant factors towards
behavioral intention to use ShopeeFood application of students studying at universities in Da Nang.
Results will be provided after the online survey form that collects information from respondents has been
analyzed and presented. The survey's sample questions are based on research models that are well
received from students studying at universities in Da Nang. After drawing conclusions from the student
responses, this study will help online food delivery services in general and ShopeeFood, in particular, has
a more general view of consumption trends as well as propose recommendations to attract more potential
customers to use.

3. Scope of the study

This study investigates the important factor of promoting and enhancing consumer behavioral intention to
ShopeeFood. There are included 5 main factors which are performance expectancy, social influence,
perceived trust, perceived safety, and behavioral intention of students studying at universities in Da Nang
about ShopeeFood. Thereby proving the relationship between those five characteristics and students'
intended buying behavior for the ShopeeFood application. "A survey on students at universities in Da
Nang's behavioral intention to use the ShopeeFood application" was conducted online using Google
Forms and started on September 13, 2022, and finished on October 29, 2022. The survey uses two main
types of questions; the first is customers' portrait questions (Age, Gender, Occupation, ...) and questions
related to topics. An online survey form was prepared to collect information from 100 respondents.
Respondents who were selected are studying at universities in Da Nang.

4. The meaning of the study

This research can help ShopeeFood better understand the behavioral intention of students, particularly
students from universities in Da Nang. In addition, it also provides insight into how providing service
quality enhances consumers' trust in the retailer. Consequently, the expectation of this study is to provide
relevant results to the e-retail company to engage the students to shop online. E-retailer can be more
attractive to encourage students to shopping on the internet. By testing the relevance of other beliefs in the
context of using the internet for shopping, one can be obtained more understanding of why the majority of
students tend to use the online service instead of the traditional way of shopping. The remainder of this
paper is organized as follows. Section II documents a literature review related to E-retailing. Section III
discusses the data and methodology. Section IV presents the empirical results. The paper ends with a brief
summary of conclusions.

II. Literature review

Through the Advanced Research Project Agency (ARPANET), the American Defense Department
Network discovered the Internet for the first time in 1969 (Wright, 2022). ARPANET's first goal was to
create informed information for the US military. According to Yu and Abdulai (2000), electronic
commerce is the most important outcome of the quick advancements in information and communication
technology. E-commerce is essentially the term used to describe trade that occurs over the Internet in
which a customer sees a seller's website, places an order, pays for the item online, and then receives the
thing physically. Internet shopping appears to be expanding worldwide, particularly in developing nations
like Vietnam (Oinas, 2002). Due to the commercial developments happening in connection with the
technological opportunities afforded by the Internet, which will eventually become the primary method of
shopping.
The development of information technology has given the food service sector a new business model. Due
to its advantages, online food ordering is becoming more and more popular with both customers (Statista,
2022). Recently, online food delivery was defined as the process that food ordered online is prepared and
delivered to the customers by connecting customers with partner foodservice operations via their websites
or mobile applications (Kimes, 2011). The need for online food delivery services has grown significantly
over the last few years, and this trend is anticipated to continue. Customers prefer a contactless and online-
to-delivery system to face-to-face and dine-in service as COVID-19 has altered. The industry for internet
food delivery services keeps luring in new clients. In order to comprehend customers' decision-making
process and assist the food service industry to thrive in this period, it is necessary to grasp the elements
that drive customers to choose online food delivery services. In order to better understand the behavioral
intention of using ShopeeFood from students at universities in Da Nang, five elements related to the
platform will be examined including performance expectancy, social influence, perceived trust, perceived
safety, and behavioral intention.

1. Behavioral intention

Chai and Yat (2019) found that behavioral intention can be defined as a kind of purchase intention used to
predict customer purchase behavior. Thus, this will affect an individual choice to adopt an online food
delivery service or not to adopt it in the future. As online food delivery services (OFDS) gain popularity,
customers are becoming more and more curious about them and want to try them out. This is referred to as
behavioral intention (Islam & Daud, 2011). Behavioral intention itself is used to predict whether in the
future someone will adopt food delivery services to buy food or not because the behavioral intention is
related to a person's intention as a consumer. Yeo et al. (2017) showed that a person's attitude can be an
extremely great predictor of their motivation to accomplish. The study found that a person's behavior is
determined by the standards of behavior that they uphold and that a positive attitude will result in behavior
such as embracing a new product or technology. The better the experience, the more clients will be willing
to use OFDS. Thus, the positive behavioral intention toward OFDS depends on the experience of users.
Online food delivery services come with various benefits to the users, including reduced hustle of queuing
for food in restaurants and the convenience of ordering food at any time. As a consequence, the OFDS
have a positive effect on the behavioral intentions of the users as the apps offer them effortless services at
their convenience.

2. Performance expectancy

Performance expectancy refer to the degree to which using online food delivery platforms can assist
customers in carrying out particular activities. An underpinning concept of performance expectancy is that
if one perceives a new service or technology to be useful, one’s attitude toward adopting it would be
improved (Venkatesh, et al., 2003). Studies have shown that performance expectancy is one of the most
important determinants of the intention to utilize online food delivery services. In 80 percent of the
research that examined the relationship between performance expectancy and purchase intention, it was
shown to be significant (Williams, et al., 2015). Therefore, employing the idea of performance expectancy
to assess users' acceptance intentions toward online food delivery services suggests stronger intents.
Online food delivery services (OFDS) have been created to complement or replace traditional systems in
order to make it easier to complete food ordering tasks (e.g. direct phone or web ordering). Consumers can
review the details of numerous food items on a single platform, which optimizes the work, as opposed to
placing phone orders. Consumers can compare deals from several restaurants using OFDS as opposed to
restaurant websites. Additionally, customers can optimize their ordering on OFDS by perusing details
about upcoming purchases before starting work. This procedure improves the phase of their purchasing
where they look for information, which may lead to efficient task completion (Gunden, et al., 2020).
Therefore, when customers feel the benefits and convenience that the service brings, they tend to use the
application more. From there, performance expectations positively affect consumers' intention to use
online food delivery services.

3. Social influence

Social influence means any non-coercive method, tool, process, or manipulation that relies on an
organism's social psychological makeup to produce or modify a target's beliefs or behaviors (Ren, et al.,
2020). Additionally, according to (Venkatesh, et al., 2003), social influence is also defined as the extent to
which a person's adoption of online purchasing is influenced by other people's opinions (such as family,
friends, colleagues, and so on). The support received from others around customers could play a crucial
role in shaping customers’ intentions toward a technology. People around will give advice on whether or
not to use it, will have the effect of promoting or reducing customer intentions. Kelman (1960) found that
there are three different ways that people are influenced by others. The first is internalization, in which a
person adopts a belief both internally and externally; the second is identification, in which a person's belief
is influenced by someone they like or are influenced by; and the third is compliance, in which a person
was influenced by others but maintained internal differences. As a result, social influence results in
modifications to behaviors and attitudes (Sareen & Jain, 2014).

Perreau (2014) asserts that every person has external influences on their purchasing behavior. In other
words, depending on the groups they belong to, clients typically modify their beliefs (Bankole & Bankole,
2017). For example, the family is the group that has the strongest influence on consumer buying behavior.
Consumers tend to ask their family members' opinions and thoughts before making a decision to buy an
important product or use a service. In addition, for students, the group of friends is the group that has quite
an important influence on consumers after the family. Students often share and seek information about
services from friends with whom they feel have similar views or have had a good experience with the
service. Thereby, social influence strongly influences the intention to use online food delivery services
through social groups.

4. Perceived trust

Trust is characterized as a set of specific beliefs about a vendor's reliability, a feeling of security and
comfort surrounding online transactions, or a combination of trust in the vendor and trust in the
transaction (Jun, et al., 2021). In other words, because it considers people's attitudes toward a certain
technology, perceived trust can be used as a gauge for estimating behavioral intentions to adopt new
technology (Jun, et al., 2021). Trust can be a major factor that must be built by business people who are
going to buy and sell online. It is more important to provide customers with the right information about
the product or service during the purchase process. With the development of research, many researchers
refer the extent to the degree to which consumers assume online food delivery applications to be
trustworthy with respect to security and privacy policies. When customers intend to use an online food
ordering application, they will often search the information and privacy terms of services to ensure that
their personal information provided to the application is not stolen or used for other illegal purposes.

Aside from that, online food delivery service does indeed operate in a straightforward manner, offering
customers not only the ease of ordering food online for doorstep delivery but also greater pricing
transparency with no additional fees and a variety of payment options (Teo & Zhou, 2014). The clear
display of the price on each dish and the total cost has been approved before the order is successfully
placed to avoid delivery to the customer with a different price higher than the set price, this helps
customers to put their trust in the order service and intention to use will be higher. Thus, the positive
influence between perceived trust and behavioral intention means that the higher the perceived trust, the
higher the behavioral intention to adopt some new technology.

5. Perceived safety

Perceived safety was the other aspect that affected the customer's decision to using online food delivery
services. Perceived safety is related to the level of concern about the safety of packaged food, food safety
procedures, and food hygiene (Tran, 2021). Especially during this pandemic, people are worried about
contracting the virus, thus their concern for food safety has a big impact on what they decide to buy.
Studies by (Teo & Zhou, 2014) and (Rashid, et al., 2017) emphasize the significance of safety as a factor
to be taken into account while implementing new technologies. In this study, food safety consciousness
relates to how well consumers comprehend the current situation of food safety and how much priority they
attach to it. Previous studies discovered that ensuring food safety has a significant impact on raising
consumers' trust in online food delivery services (Xiao, et al., 2015). Nowadays, customers are more
concerned about food safety, with a focus on food additives, food processing quality, and the production
process. Asian perceptions of safety concerns, especially in Vietnam, were quite different from those of
Western people, in which food safety inspections decreased and food safety violations increased.

Additionally, a new study on OFDS provides proof that restaurants and delivery services will secure
customers' loyalty by maintaining their customer bases through the use of safety measures. The food
delivery businesses behaved admirably, encouraging contactless deliveries to adhere to the social
distancing guidelines and improving user safety during the Covid-19 pandemic (Dsouza & Sharma, 2020).
Online food delivery services also encouraged cashless transactions and the maintenance of a high
standard of hygiene through routine sanitization. The more customers are likely to purchase food through
food delivery apps, the more they believe the service provided by apps is safe. As a result, the increased
perceived safety has a positive impact on the user’s behavioral intentions for use of the online food
delivery service.
III. Methodology

1. Quantitative and Qualitative methods

There are two distinct types of data collection and study - qualitative and quantitative. While both provide
an analysis of data, they differ in their approach and the type of data they collect.

Quantitative methods place an emphasis on precise measurements and the statistical, mathematical, or
numerical analysis of data gathered through surveys, polls, and other types of research, as well as the
manipulation of statistical data that has already been obtained using computing methods. The statistical
techniques used above to get quantitative data from the research study are mostly employed in the social
sciences when doing quantitative outcome research. Quantitative research collects numerical data and uses
it to understand a specific event or generalize it across groups of individuals (Muijs & Daniel, 2010).

Qualitative research is based on sociological fields including psychology, sociology, and anthropology. As
a result, the qualitative research methods enable detailed and additional probing and questioning of
respondents based on their responses, where the interviewer/researcher also seeks to understand their
motives and feelings. This method is not only about “what” people think but also “why” they think so.
Results from qualitative methods are more descriptive, and inferences may be made from the gathered
data relatively simply (McLeod, 2019).

The main research method used is quantitative. As stated by Proctor and Capaldi (2006), quantitative
research is a scientific investigation that includes both experiments and other systematic methods that
emphasize control and quantified measures of performance. Moreover, because the method mainly uses
numbers and high objectivity, the quantitative method has high fidelity. In addition, to conduct the survey,
the quantitative research process is conducted step by step. First, the research problem must be defined
and made clear. After the research problem has been determined, theories and assessment models relating
to the research are then used. After going over relevant theories, the author will create a research model to
fit a particular study situation and formulate hypotheses regarding how the concepts in the model relate to
one another. The author then constructs scales for the model's components and creates a questionnaire.
The scales for the model's factors were created and inherited from scales used in other research that had
been modified to reflect changes made to the variables' content during the analysis stage. A survey will be
carried out to gather data after the survey questionnaire has been repaired and finished. After that, the
author conducts data analysis supported by SPSS statistical software. From the research data, after being
analyzed, the main results will be presented and the results will be generalized (Stockemer, et al., 2019).

Given that the purpose of the report is to investigate students at universities in Danang's behavioral
intention to use ShopeeFood, it is clear that the most appropriate method of questioning is one that
requires a rating from 1 to 5. The survey will be carried out between September 13, 2022, and October 29,
2022, using a random sample. The sample will be made up of a student from a university, and the actual
collection of that student will be decided at random. Additionally, conducting surveys of huge populations
and data processing will be simple with quantitative research.
2. Sampling method

Sampling is the process of selectin individual members or a representative group from the population to
make statistical inferences from them and estimate the characteristics of the whole population (McLeod,
2022). Sampling methods are categorized into probability (random) or non-probability (non-random)
methods (Omair, 2014). Probability sampling is a sampling technique where a researcher selects a few
criteria and randomly selects members of a population. With the use of this selection parameter, each
member has an equal chance of being included in the sample (Berndt, 2020). On the other hand, in non-
probability sampling, participants are chosen at random by the researcher. The selection procedure used in
this sample approach is not fixed or predetermined. Due to this, it is challenging to ensure that every
component of a population has an equal chance of being represented in a sample (Berndt, 2020).

A random sample design was used to select ShopeeFood users, where the sample criteria for this study
were men and women aged 18 years and over, who studied in Danang and knew ShopeeFood service. The
use of random samples offers many advantages in research such as ease of use and accurate representation
of larger populations. Furthermore, with a simple random sample, each member of the population has an
equal chance of being selected (Shorten & Moorley, 2014). In addition, we can use the results of that
sample to make inferences about the outcome of the study population.

3. Data collection

Data for this study were collected from university learning institutions through questionnaires of Google
Forms. A survey questionnaire was designed to gather information on the student's experiences with
online food delivery services. The statements and questions were closed-ended, whereby the choice is
limited to fixed responses on specific points on Likert-type and nominal scales. The questionnaires were
distributed to the respondents by online methods and a total of 114 respondents along with permission
letters. The link to the form is shared through social media such as Instagram, Facebook, and also through
personal chat apps. Confidentiality was assured by hiding the respondent's identity when submitting the
questionnaire directly. After the respondents have completed the questionnaires, they were collected
personally (Islam & Daud, 2011). The questionnaires were prepared in Vietnamese.

a. Primary Data – Design survey

Data that has been generated by the researcher himself/herself, questionnaires, interviews, and
experiments created specifically for analyzing and resolving the current study issue (Wagh, 2022). In this
research, primary information is collected through that survey. It consists of students of different genders,
different age groups, and different types of courses at the institute. The questionnaire includes five
variables and 15 items/indicators with the goal of analyzing students at universities in Danang's behavioral
intention with ShopeeFood. All indicators are measured using a Likert scale with a range of 1 to 5, with
“strongly disagree” scored as 1 and “strongly agree” scored as 5, which help with subject clarification. A
product or service's future can be predicted using these data, and changes can be made as necessary. All of
these inquiries are supported by reliable research models or journals. The results of the distribution of the
 questionnaire will be calculated using IBM SPSS. This link of survey:
https://forms.gle/4e5JpRE4gwKB4Ne18

Table 1: Questionnaire of collected data

Section 1: Demography

Items Supporting References

1. Ever use of ShopeeFood Service
2. Domicile Region
3. Gender
4. Major
5. Recent Educational Background
6. Monthly income

Section 2: Performance Expectancy

Items Supporting References

1. Using Online Food Delivery service allows me to order food/ beverages more
(Ren, et al., 2020)
efficiently
2. I believe the food that I order will come quickly to me
3. Using Online Food Delivery service is very useful for ordering foods/ beverages (Izzati, 2020)
from restaurants or coffee shop from wherever I am.

Section 3: Social Influence

Items Supporting References

1. People whom I know recommend that I should use Online Food Delivery services
2. People who influence my behavior recommend that I should use Online Food
(Ren, et al., 2020)
Delivery services
3. People who always eat with me prefer that I use Online Food Delivery services

Section 4: Perceived Trust

Items Supporting References

1. The online food delivery platform is trustworthy (Jun, et al., 2021)
2. The online food delivery platform keeps promises and commitments
3. I trust in the online food delivery platform

Section 5: Perceived Safety

Items Supporting References

1. Food quality on ShopeeFood meets food safety standards
(Wang & Tsai, 2019)
2. The food on ShopeeFood is neatly and cleanly packed
3. The food delivered to you is guaranteed in terms of quality and quantity (Al Amin, et al., 2021)

Section 6: Behavioral Intention

Items Supporting References

1. I will intend to use the Online Food Delivery services
2. I will recommend to others to use Online Food Delivery services (Ren, et al., 2020)
3. Online Food Delivery service would be among of my favorite technologies

b. Secondary data

Secondary data analysis refers to the analysis of existing data collected by others. The secondary analysis
provides for the investigation of research questions from dependable publications, studies, and research
models that are relevant to the topic. By using secondary data to gain a broader view of the topic being
studied, researchers can reference or adapt successful research models from different sources in the same
field to this study. Along with the findings of extensive surveys, secondary data also offers a sizable
amount of information, concepts, and specialized definitions. The immense potential for secondary
analysis is a tool for researchers in the social sciences (Donnellan & Lucas, 2013).

4. Data analysis methods

The number of respondents in this study was 114 people, however, the valid respondent data that could be
used for analysis were 107 after initial filtering and data cleaning. The collected data were analyzed using
the help of SPSS software. SPSS also known as IBM SPSS Statistics, is a software package used for the
analysis of statistical data. SPSS offers data analysis for descriptive and bivariate statistics, numerical
result predictions, and predictions for group identification. Surveys, data mining, market research, and
other comparable activities all make use of the SPSS data (Techtarget, 2022).

Validation is done through content and constructs validation, where content validity is done by asking for
help from 100 target respondents, namely ShopeeFood users in Danang, to try to fill out the questionnaire
that has been developed as well as to check the existing indicators of the research variables. The
researcher will enter each of these data after collection into SPSS. After that, perform the data analysis.
Once the data descriptions have been executed, results will be produced. From those results, conclusions
for this study were made.

5. Formulas used in data analyzing procedure

a. Mean

The mean is the same as the average value of a data set (Anderson, et al., 2020) and is calculated by:

x=
∑ xi ∑ x i : Sum of the values of the N observations
N
N : Number of observations in the sample

x : Mean
b. Median

The median is the central number of a data set. Find the center number by arranging the data points from
smallest to largest. (Furey & Edward, 2022). It is determined by:

M e =X (n+1)
 If "n" is an odd number: 2

Xn+X n
( +1)
 If "n" is an even number: M e=
2 2
2

In which: M e : Median

X : The value in the middle of data set

c. Mode

The mode is the value that occurs with greatest frequency. Count the number of times each number
appears in the data collection (Furey & Edward, 2022). It is calculated as follows:

M 0=x M ⇔ f Mo=Ma x ( fi )
0

In which: M 0 : Mode

x M : Value at M 0
0

f Mo : Frequency of M o
d. Variance

The variance is a measure of variability using all the data. The variance is calculated as the difference
between each observation's (xi) value and the mean (Anderson, et al., 2020). It is computed as follows:

The variance of a sample:

s
2
¿
∑ (x i−x )2 x : Mean of a sample
n−1 n : Observations of a sample

The variance of a population:

σ
2
=
∑ ( x i−µ)
2
σ : Mean of a population
N µ : Observations of a population

e. Standard deviation

The standard deviation is defined to be the positive square root of the variance (Anderson, et al., 2020).
The standard deviation is derived from the variance in the following way.

S= √ s2 S : Sample standard deviation

2
s : The variance of a sample

σ =√ σ 2 σ : Population standard deviation

2
σ : The variance of a population

In which: Measures of Central Tendency: mean, mode, and median.

Measures of Variability: range, variance and standard deviation.

V. Data analysis

After data was gathered online, 114 samples were collected and the calculation was then begun. However,
7 of the 114 pieces with information that is not subject to research in this study. In particular, out of these
7 samples, 6 respondents have never used ShopeeFood, while the other is not a student at a Da Nang
institution. Therefore, these samples will not be included in the data computation process and the valid of
responders used in this research is 107 samples.

2. Demography of respondents

Table 3 provides a brief overview of the 107 students' profiles.

Table 2: Demographic statistics

 Item Description Sample Percentage
Gender Male 42 39%
  Female 65 60.70%
Major Hotel Tourist 15 14%
Graphic Design 13 12.10%
Business Administration 15 14%
Marketing 22 20.60%
Financial Accounting 21 19.60%
  Others 21 19.70%
Grade Freshman 19 17.80%
Sophomore 57 53.30%
Junior 16 15%
Senior 15 14%
Monthly income Under 1,000,000 VND 39 36.40%
1,000,000 - 2,000,000 VND 15 14%
2,000,000 - 3,000,000 VND 22 20.60%
3,000,000 - 4,000,000 VND 14 13.10%
4,000,000 - 5,000,000 VND 12 11.20%
  Over 5,000,000 VND 5 4.70%
Total 107 100%

Note: N = 107; missing data not shown and calculated in the table

Gender Major

Grade Monthly income

 Figure 3: Demography Statistic Charts
Several demographic variables were involved in this study including gender, educational background,
monthly income, and major, and these results are summarized in Table 4. Each of the 107 respondents has
been using ShopeeFood to place a meal order. Seen from gender, the number of respondents is dominated
by females with a percentage of 60.7% (65 people) while 52% were male (42 people). According to the
data, male and female proportions are relatively high. This demonstrates that using online food delivery
services is appropriate for people of both genders. Considering the education of the respondents,
accounted for the highest number with the sophomore as many as 57 people or a percentage of 53.3%. The
majority of respondents were youths who depicted a good experience with using food delivery apps as
well as were more exposed to electronic devices and taking advantage of technological conveniences like
online meal ordering.

The percentages of students in each major are spread out quite evenly. In which the marketing major made
up the largest percentage (20.6%) and the graphic design major made up the smallest percentage (12.1%).
In terms of respondents’ monthly income, the majority of respondents earn 1,000,000 VND or less each
month. In addition, during the investigation, only 6 samples did not use ShopeeFood and the rest knew the
application. This shows that full-time students who have limited cooking ability and want to focus on their
studies often order meals from ShopeeFood.

3. Descriptive statistics analysis

a. Variable 1: Performance expectancy (PE)

 Table 3: Performance Expectancy Variable Statistics (N=107)

PE1 PE2 PE3 Average

N Valid 107 107 107
Missing 0 0 0
Mean 3.93 4.03 4.04 4.00
Median 4.00 4.00 4.00
Mode 4 5 4
Std. Deviation 0.954 0.874 0.889
Variance 0.911 0.763 0.791
Range 4 4 4
For the variable of performance expectancy, the table above clearly shows the survey results of 3 observed
variables based on the experiences of students who have known or used ShopeeFood about the usefulness
of its service. With a mean index of 4.04, the factor PE3 which is “Using Online Food Delivery service is
very useful for ordering foods/ beverages from restaurants or coffee shops from wherever I am” is the
highest agreed upon by most of the responders. It can be concluded that responders agree with this
statement and at the same time concluded that ordering food becomes convenient because it can be
ordered at any time just through the application on the phone and it is not necessary to go to restaurants or
coffee shops to purchase. Additionally, an observed variable "I believe the food that I order will come
quickly to me" is also agreed by many people, and just behind by P3 (4.03). The factor PE1, which is
“Using Online Food Delivery service allows me to order food/ beverages more efficiently”, has the lowest
average level (3.93). This proves that in some situations, the internet line of ShopeeFood is not stable or
the restaurant/ coffee shop did not access orders of customers, and other limits of technology do not meet
the need of responders. According to the Likert scale, the observed variable with an average index greater
than 3 is also thought to be agreed by the majority of survey respondents. The mode value for the three
variables in this table varies between 4 and 5. Aside from that, all of the variables have low standard
deviation values (under 1.00). This reveals that the dispersion of the answers from the respondents is not
high.
 Figure 4: The observed variables of Performance Expectancy
Due to the highest mean level (4.04), the aforementioned graph clearly demonstrates the frequency of
respondents' opinions based on the observation variable "Using Online Food Delivery service is very
useful for ordering foods/beverages from restaurants or coffee shops from wherever I am." It is clear that
the majority of the students selected agree with this statement. Specifically, 40 people chose level 4
(agree) and 38 people chose level 5 (strongly agree). However, there are still many customers who do not
really care about this factor, specifically, 4 out of 152 people disagree. Although this is a small number,
ShopeeFood should also focus on improving the utility of the application as well as the service and
speeding up the order receipt and delivery process. All to provide the highest experience and attract
customers who have been intending to use ShopeeFood.

b. Variable 2: Social Influence (SI)

Table 4: Social Influence Variable Statistics (N=107)

 SI1 SI2 SI3 Average
N Valid 107 107 107
Missing 0 0 0
Mean 3.89 3.83 3.92 3.88
Median 4.00 4.00 4.00
Mode 4 4 Ͷ௔
Std. Deviation 0.925 0.947 0.933
Variance 0.855 0.896 0.870
Range 4 4 3
Note 4 a : there are more than one mode and will choose the lowest mode

Social influence is the second factor in a survey examining behavioral intention to use ShopeeFood. The
results in the table above also reveal that social effects have a beneficial impact on users' intention to use
the ShopeeFood apps. Influences from relationships such as family, friends, coworkers, or beloved
celebrities will often have an influence on that individual's behavior. To further analyze the user's service
experience, the three observed factors are also shown in the table above. With a mean index of 3.92, the
observation variable "People who always eat with me prefer that I use Online Food Delivery services"
received the most approval. This proves that the information communicated to people who have been and
are intending to use ShopeeFood mostly comes from people around them or participating in the service
with them. With corresponding mean values of 3.89 and 3.83, SI1 and SI2 likewise gave good responses.
Next, all observed variables have a mode value of 4 points. This means that all three statements are agreed
by the majority of respondents. Similar to the values of the observed variables in the above tables, the
standard deviation value of the three factors in this table is low (under 1.00). Most of the variables have a
median value with an index of 4. It can be concluded that 50% of people choose above 4 points and 50%
less than 4 points.
 Figure 5: The observed variables of Social Influence

The observed variable SI3 will be represented to display the replies' histogram because it has the greatest
mean of 3.92. Most of the columns 3 to 5 have approximately the same height, and especially at 4 and 5,
they are equal. Through this, it can be seen that most customers' intention to use or know ShopeeFood is
influenced by the person together using the service. With a high frequency of choosing strongly agree with
this statement (35 people), this proves that maybe the people who eat with the responders have known or
experienced the ShopeeFood application and feel satisfied with this service. From there, they convince
people around or close to them to use the ShopeeFood app, which makes it more likely that consumers to
accept the services. However, there are still a few people who think that they do not really agree with this
factor. It shows that there are still about 7 people who rate 2 points for this variable. Therefore, there is a
need to increase the popularity of the brand and have preferential policies for members who have used it
to stimulate customers who are intending or interested in ShopeeFood.

c. Variable 3: Perceived Trust (PT)

Table 5: Perceived Trust Variable Statistics (N=107)

 PT1 PT2 PT3 Average
N Valid 107 107 107
Missing 0 0 0
Mean 3.84 3.93 3.97 3.91
Median 4.00 4.00 4.00
Mode ͵௔ ͵௔ 5
Std. Deviation 0.913 0.850 0.874
Variance 0.833 0.722 0.763
Range 4 3 3
Note 3a : there are more than one mode and will choose the lowest mode

Based on the diverse range of students of perceived trust when knowing or using ShopeeFood, the survey
results are displayed in the table above. All elements with an average level of over 3 are regarded as
meeting the demands of students. With a mean index of 3.97, a factor " I trust in the online food delivery
platform" is the highest agreed upon the students. This proves that a firm privacy policy can increase trust
in an online service and online food delivery service providers should commit to protecting customer
privacy. Meanwhile, the factor PT1, which is “The online food delivery platform is trustworthy”, has the
lowest average level (3.84). It proves that some respondents may still be unsatisfied with the privacy
policy of customer information or the price may not be clear on the app. With the average value of the
mode for the observed variables is 3 points, most students agree with those statements. In addition, the
standard deviation value of these factors is the low with an index lowest of PT2 is 3.85. This explain that
there is not much difference in the degree of dispersion between the answers.
 Figure 6: The observed variables of Perceived Trust

The graph for the statement "I trust in the online food delivery platform" demonstrates that Da Nang
students can agree with this observed variable. After the survey, the mean for the results was 3.97
indicating that the majority of respondent tend to use ShopeeFood for ordering food. The most common
response in this question was 5 points (36 people), hence the mode and median are both 5.00 and 4.00,
respectively. Thereby, it can be seen that ShopeeFood has been able to build user service trust. The
security system should always be improved, as doing so will make customers feel more secure and
confident using the ShopeeFood application.
d. Variable 4: Perceived Safety (PE)

Table 6: Perceived Safety Variable Statistics (N=107)

 PS1 PS2 PS3 Average
N Valid 107 107 107
Missing 0 0 0
Mean 3.91 3.84 3.92 3.89
Median 4.00 4.00 4.00
Mode 3 4 3
Std. Deviation 0.875 0.848 0.891
Variance 0.765 0.720 0.795
Range 3 3 3

Perceived safety is the important variable, and it plays a crucial role in a student's food decision. The
majority of respondents to this survey agree with PS3 "The food delivered to you is guaranteed in terms of
quality and quantity". With the mean response index of 3.92 – the most agreement of the people, it shows
that ShopeeFood is doing a good job of ensuring that the quantity of food delivered is adequate and that
the quality of the food remains intact when it reaches the customer. The next factor is "Food quality on
ShopeeFood satisfies food safety criteria," which has a value of 3.91. The variable “The food on
ShopeeFood is neatly and cleanly packed” has the lowest average level (3.84). It means ShopeeFood
should check the packaging of food right at restaurants as well as coffee shops before delivering. In
general, all the variables have the mode value with a range of levels 3 to 4. Additionally, the standard
deviation average index of three factors under the perceived safety variable is the lowest compared to the
above tables (0.87).
 Figure 7: The observed variables of Perceived Safety

Because it has the highest mean level (3.92), the graph above fully displays the frequency of student
opinion based on observation variable PS3. Responders largely voted to support PS3 at level 3 with 38
votes. It is clear that the majority of students chose to strongly agree with this statement. Although 3 out of
107 people voted to disagree with this factor, in summary, the number of people who agree is still high.
Next, columns of levels 5 and 4 have a relative height. Specifically, 31 students chose level 4 (agree) and
35 students chose level 5(strongly agree). Based on this result, this is a signal for ShopeeFood to improve
customer service by guaranteeing standards for food and beverage hygiene and tightening controls during
the food's packing and shipping processes.

e. Variable 5: Behavioral Intention (BI)

Table 7: Behavioral Intention Variable Statistics (N=107)

 BI1 BI2 BI3 Average
N Valid 107 107 107
Missing 0 0 0
Mean 4.07 3.97 3.98 4.01
Median 4.00 4.00 4.00
Mode 5 5 5
Std. Deviation 0.882 0.926 0.911
Variance 0.779 0.858 0.830
Range 3 3 4
The degree of the behavioral intention of using online food delivery services is presented in the table
above. Based on the result, with the highest mean average index of 4.07, many students agree with the
variable "Online Food Delivery service would be among of my favorite technologies". It can conclude that
respondents agree with this statement relying on the Likert scale. On the other hand, the statement "I will
recommend to others to use Online Food Delivery services" has the lowest mean value with an index of
3.97. However, this index is approximately 4.00 and above average level. This can be seen that students
also tend to agree with this statement and the number of new customers using ShopeeFood in the future
will increase. In general, the mode value has a rating of 5 points for all variables by the majority of
respondents. In addition, the value of the standard deviation of the variable BI1 is relatively low is 0.882.
This explains that the degree of variation between the responses is not high, it is possible that the
respondents answered at successive levels 1, 2, 3, or 4 and 5.
 Figure 8: The observed variables of Behavioral Intention
Since the variable BI1 has the largest mean value (4.07), it will be used to reflect the frequency of
customers' intention in the responses. It can be seen that most of the students agree with this statement.
With a frequency of 41 students choosing level 5, this proves that ShopeeFood will be an online food
delivery service application that attracts many new customers and be widely known to use in the future.
However, there are still a lot of users who are not really interested in this service; precisely, 4 out of 107
respondents (or 3.7%) disagree with this statement. Although this percentage is only a small part of the
total, ShopeeFood needs to understand the concerns of customers when using food services at the present
time and even future trends.

VI. Conclusion and Recommendation

The rise and the use of food delivery applications and platforms have revolutionized how food suppliers
and consumers interact. Food delivery applications refer to an online-to-offline mobile service that
provides a means for convenient and efficient online ordering and offline delivery of goods and services.
In Vietnam, especially in major cities such as Danang, the use and the revenues generated from online
food delivery services have been experiencing an increasing trend over the years, especially during the
covid-19 pandemic. This study sought to find out the factors determining the behavioral intention of using
online food delivery services. The study data were collected from the respondents at universities in
Danang who have been experiencing ShopeeFood. From a total of 114 distributed questionnaires, the
study considered 107 responses to be valid for analysis. The structural equation modeling technique was
employed using IBM SPSS Statistics. The findings of the study showed that the performance expectancy,
social influence, perceived trust, and perceived safety of the app affect the user's attitude to the online food
delivery application and the intention to use the application. To be able to shape the positive attitude and
perception of a ShopeeFood user in order to increase the intention to use in the future, it is necessary to
strengthen the user’s perception through the benefits of using the application. It is because, in this study,
the behavioral intention enhancement toward online food delivery service is influenced by the
performance expectancy, social influence, perceived trust, and perceived safety toward an online food
delivery service. Therefore, the study is able to outline concerns and areas for managers and owners of
food delivery businesses online to improve on and things to consider when transitioning from in-person
business to online business. At the same time, it is important for ShopeeFood to improve social influence,
accurate product information, convenience, and online food service quality to attract more potential
customers to use it.

First, the study’s findings suggest that having excellent performance expectancy is essential to promote
customers’ intention to use online food delivery services. The performance expectancy of online food
delivery services could be improved by providing high-quality information. It is suggested that online
food delivery service providers offer up-to-date information by periodically updating product information
according to consumption trends (restaurant list, price, or menu information). The service providers also
need to ensure that they provide accurate and reliable information, such as business hours, delivery areas,
and time, which increase customers’ food ordering effectiveness. In addition, shorten the delivery and
order process to help customers feel faster and increase the ease of use to suit all ages in society, not just
gen Z.

Second, the online food delivery platform should ensure top food safety factors, which elicit assurance of
the online service. Especially in the context of epidemic concerns, food safety is a priority when choosing
a restaurant for diners. Restaurants and coffee shops need to pay attention to the redesign and strict control
of the food service process according to the epidemic prevention standards of Mask - Disinfection -
Distance. Impressing customers about safety and hygiene will make customers feel secure to use the
restaurant's services. Besides, service providers can offer information about the reviews of the restaurant
and food, healthy menu options with calorie information, organic and locally sourced ingredients, and
detailed descriptions and pictures of food, which are the most chosen trends of young customers.
Furthermore, using environmentally friendly product packaging is also a trend that most customers care
about before intending to use a certain service.

Third, developing customer trust is one of the best strategies for boosting client intention for online food
delivery. In order to positively affect attitudes and behaviors regarding online food delivery services, trust
is essential. Given that a clear privacy policy can boost customer confidence in an online service, internet
food delivery services should make a commitment to safeguarding client privacy (personal and credit card
information). To foster confidence and lower risk, service providers should publish a transparent privacy
policy online.
Finally, online food delivery service managers should understand what they want and need to meet
customers’ expectations in the present. For example, in the present pandemic, it is critical to emphasize
the benefits of online food delivery services (food safety, hygiene, and contactless delivery) in reducing
the annoyance caused by COVID-19 in people’s daily lives. Because of the ban on social gatherings and
dine-in service, it is believed that individuals will be ready to eat at home and protect themselves during
the pandemic. Therefore, food service managers must figure out how to positively reach out to their
customers while persuading them to encourage using online food delivery services during the pandemic.
This will assist customers in perceiving highly personalized treatment from online food delivery service
providers, resulting in improved business performance and increased customer intention.