Factors Influencing Fast Food Purchases via Mobile Applications Among Urban Consumers in Hanoi

This study examines the factors influencing consumers’ decisions to purchase fast food via mobile applications in Hanoi, Vietnam. Drawing on technology acceptance, planned behavior, perceived value, and perceived risk (PRK) perspectives, the proposed model includes six determinants: perceived price value (PPV), product quality (PQ), performance expectancy (PE), perceived usefulness (PU), perceived reliability (PRL), and PRK. A mixed-methods design was employed, including semi-structured interviews, a pilot survey, and a main online survey. Data from 415 valid respondents were analyzed using SPSS v26 through descriptive statistics, Cronbach’s alpha, exploratory factor analysis (EFA), Pearson correlation, and multiple linear regression. The results show that all six factors significantly influence purchase decisions (PDs). PU has the strongest positive effect, while PRK has the strongest negative effect. These findings contribute to the literature on digital food consumption by clarifying how functional benefits, service reliability, product-related perceptions, price value, and risk perceptions jointly shape fast-food purchasing behavior through mobile applications in an urban Vietnamese context. Since sustainability-related constructs were not directly measured, the study does not claim to explain more sustainable urban food-service practices empirically. Instead, it discusses how platform managers and food-service providers may use the findings to support more responsible, efficient, and potentially more sustainable urban food-service practices.