CUSTOMER EXPERIENCE AND CONTINUANCE INTENTION TOWARD ONLINE FOOD DELIVERY IN HO CHI MINH CITY

Dr. Nguyen Tuan Dat

Abstract

Purpose: This study examines how perceived convenience, food quality, delivery reliability, and platform trust
relate to customer experience and how experience and attitude are associated with continuance intention toward
online food delivery. It also investigates whether perceived risk weakens the attitude–intention relationship.
Design and methodology: A cross-sectional survey conducted in Ho Chi Minh City, Vietnam, from May to July
2026 yielded 587 responses. The eight-construct model was analyzed using partial least squares structural
equation modeling, with bootstrap inference for direct, indirect, and interaction effects.
Findings: All four antecedents were positively associated with experience. Platform trust had the largest estimated
coefficient (β = 0.461), followed by delivery reliability (0.391), convenience (0.288), and food quality (0.203).
Experience was associated with attitude (β = 0.749) and continuance intention (β = 0.195), with an additional
indirect association through attitude (β = 0.346). Perceived risk weakened the attitude–intention relationship (β =
−0.089, p = 0.003), although its incremental effect was small (f² = 0.020). The model explained 61.7% of the
variance in experience, 56.1% in attitude, and 56.3% in intention. Reliability and convergent validity were
satisfactory, although discriminant validity was less clear for perceived risk and attitude.
Originality and implications: The study integrates service and platform appraisals with experiential and
attitudinal evaluations in a contemporary Vietnamese sample. The findings suggest that dependable fulfillment
and credible platform practices deserve attention alongside convenience, while perceived risk may constrain the
translation of favorable attitudes into continued engagement. The results describe associations rather than causal
effects.

Keywords

online food delivery; customer experience; continuance intention; perceived risk; PLS-SEM; Vietnam

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