Nguyen Tan Hiep, Nguyen Thai Dung, Duong The Duy
This study adopts the Theory of Planned Behavior (TPB) as a theoretical lens and develops a TPB-informed model to explain online food delivery application (OFDAs) usage among office workers in Ho Chi Minh City. The proposed framework incorporates consumption motives (utilitarian, hedonic, and self-evaluative) as distal antecedents and differentiates two behavioral routes: a deliberative route through Continuance Intention (CI) and an impulsive route through impulsive shopping tendency. Data were collected via a structured survey of 514 OFDAs users and analyzed using PLS-SEM with bootstrapping procedures. The results show that utilitarian and hedonic motives significantly and positively influence online shopping behavior. While self-evaluative motives exhibit a negative but non-significant direct effect on impulsive shopping tendency, mediation analysis confirms significant indirect effects through the impulsive route. Additionally, continuance intention emerges as the primary driver of online shopping behavior and is strongly influenced by utilitarian motives. The findings provide practical implications for OFDAs platforms in emerging urban markets by highlighting the need to balance impulse-triggering features with strategies that strengthen continuance intention and support customer retention.