Determinant Factors of Purchasing Intention Customer Attitude toward Healthy Food Delivery Business

Abstract

Online food delivery services are being popular since the technology advancement Prior research has mostly attempted to discover the relationship of consumer behavior and food delivery services however the ideas of health consciousness related to food delivery services have not been addressed Nowadays consumers are more aware about their health and eating habits therefore food delivery service offering customers to access healthy food easier This research aimed to better understand factors influencing willingness to purchase delivery healthy food and develop a research framework by applying the Theory of Planned Behavior related to attitude and purchase intension towards healthy food delivery service SEM approach is being used to examine the research framework and there are 222 respondents participated in this research It is found that convenience motivation food quality and health consciousness are significantly influences customer’s attitude towards healthy food delivery service whereas the more positive attitude of consumer leads to increasing in purchase intention

Date of Award	2020
Original language	English
Supervisor	Miin-Jye Wen (Supervisor)