在越南電子商務顯著發展的背景下，特別是在COVID-19大流行之後，近年來，隨著消費者越來越意識到有機產品對健康和環境的好處，有機食品的消費也有所增加。因此，本研究旨在確定促進客戶在線上購買有機食品意願的主要因素。在越南進行了一項線上調查來收集數據，重點關注不同性別和代際，以及不同教育程度，職業和收入。透過應用量化方法和分析資料來檢驗研究模型。研究結果將有助於更好地了解新興消費市場中影響消費者在線購買有機食品意願的因素。這種理解可以支持企業制定廣告和行銷策略，以提高有機食品的消費。目前的研究調查透過擴展技術接受和使用統一理論 2 (UTAUT2)，納入了績效預期，努力預期、社會影響力，享樂動機，價格價值和信任，同時明確他們在電子商務平台上培養有機食品購買意向的作用。

In the context of e-commerce developing significantly in Vietnam, especially after the COVID-19 pandemic, organic food consumption also has increased in recent years as consumers become more aware of the health and environmental benefits of organic products. Therefore, this study aims to determine the primary factors, that promote customers' intent to buy organic food online. An online survey was conducted in Vietnam to gather data, with a focus on different genders and generations, as well as different levels of education, occupation, and income. The research model is examined by applying the quantitative method and analyzing data. The findings of the research would provide a better understanding of the factors influencing consumers' intentions to purchase organic food online in an emerging consumer market. This understanding could support businesses in constructing advertising and marketing strategies to enhance the consumption of organic foods. The current research investigation advances the existing literature on online consumption of organic food by extending the unified theory of acceptance and use of technology 2 (UTAUT2) by including factors such as performance expectancy, effort expectancy, social influence, hedonic motivation, price value, and trust while clarifying their role for developing purchase intention for organic food products on e-commerce platforms.

ABSTRACT i
摘要 ii
Acknowledgment iii
Contents iv
List of Abbreviations vi
List of Tables vii
List of Figures viii
1. Introduction 1
1.1 Research Background 1
1.1.1 Concept of Organic Food 1
1.1.2 Global Organic Food Industry 3
1.1.3 Vietnam’s Organic Food Market 4
1.1.4 Developing Online Distribution Channels on E-Commerce Platforms 6
1.1.5 Overview of The E-Commerce Industry in Vietnam 6
1.1.6 Overview of Organica Investment Joint Stock Company 7
1.2 Research Motivation 8
1.3 Research Objectives 9
1.4 Research Procedure 9
2. Literature Review 11
2.1 Researches about Organic Food on Online Purchase Intention 11
2.2 Unified Theory of Acceptance and Use of Technology Model 2 (UTAUT2) 13
2.3 Proposed Research Framework 15
2.4 Hypotheses Development 16
2.4.1 Performance Expectancy (PE) 16
2.4.2 Effort Expectancy (EE) 17
2.4.3 Social Influence (SI) 18
2.4.4 Facilitating Conditions (FC) 19
2.4.5 Hedonic Motivation (HM) 19
2.4.6 Price Value (PV) 20
2.4.7 Trust (TR) 21
2.4.8 Purchase Intention (PI) 22
3. Methodology 24
3.1 Research Design 24
3.1.1 Research Population 24
3.1.2 Questionnaire Design and Data Collection 24
3.1.3 Pilot Study 27
3.2 Sampling Design and Planning 30
3.3 Statistical Analysis Procedures 30
3.3.1 Descriptive Statistical Analysis 30
3.3.2 Reliability & Validity Test 30
3.3.3 Exploratory Factor Analysis (EFA) 31
3.3.4 Pearson's Correlation Analysis 31
3.3.5 Regression Analysis 31
3.3.6 Analysis of Variance (ANOVA) 32
4. Analysis and Results 33
4.1 Demographic Analysis 33
4.2 Reliability & Validity Analysis 34
4.2.1 The Reliability of the Price Value (PV) 35
4.2.2 The Reliability of All Elements 36
4.3 Exploratory Factor Analysis (EFA) 37
4.3.1 EFA for Variables PE, EE, SI, FC, HM, PV, and TR 37
4.3.2 EFA for Variable PI 40
4.4 Correlation Analysis 41
4.5 Multilinear Regression Analysis 42
4.6 Hypothesis Testing 44
4.7 Differentiation Analysis 45
4.7.1 Independent Sample T-Test for Gender 45
4.7.2 ANOVA Analysis for Birth Year 46
4.7.3 ANOVA Analysis for Educational Level 46
4.7.4 ANOVA Analysis for Occupation 48
4.7.5 ANOVA Analysis for Monthly Income 48
5. Conclusion 51
5.1 Major Finding 51
5.2 Implications 52
5.3 Limitations and Further Researches 52
REFERENCE 54
APPENDIX A 63
APPENDIX B 67

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