The growth of this service market leads to the development of online food delivery platforms, increasing both restaurant service options and consumer choice. From this current phenomenon, the current research examines how online food delivery service impacts consumer perceptions and behaviors in the restaurant industry across online food delivery types and how this relationship is affected by different consumer styles. Besides that, this current study attempts to find evidence about the interplay impact between hedonic/utilitarian, and the sense of obligation to take pro-environmental actions in online food delivery context and how the physical distance or social interaction influence on consumer received value. The research collected data from Vietnam market where online food delivery become popular recently and reached to rapid growth speed during the pandemic. The proposed model is tested using Partial Least Squares (PLS) and Hayes macro process. The finding reveals that although online food delivery service brings both convenience and risk to consumers, the perceived convenience value is higher when customers use online food delivery from third-party services. Based on the results of the study, the negative moderating effect of technology anxiety on the relationship between perceived risk and consumer perceived value is confirmed. Social interaction anxiety is also positive significantly on the relationship between perceived convenience and consumer perceived value. However, it fails to prove the significant interplay between hedonic/utilitarian, and the sense of obligation to take pro-environmental actions in the online food delivery context. The research advances theoretical understanding of the role of online food delivery in the restaurant industry and marketing. The findings highlight the importance of third-party services in increasing customer value and intention. It also guides restaurants to choose an effective method of providing their service via online food delivery service.

Abstract I
Table of Contents II
List of Tables V
List of Figures VI
Chapter 1 Introduction 1
1.1 Research Background 1
1.2 Research Gap 2
1.3 Research Purpose and Research Question 5
1.4 The Significance of The Study 6
Chapter 2 Literature Review 8
2.1 Restaurant Industry and Online Food Delivery Service 8
2.2 Consumer Attitudes and Consumer Intention 9
2.3 Consumer Perceived Value 10
2.4 Perceived Convenience 10
2.5 Perceived Risk 13
2.6 Technology Anxiety 16
2.7 Social Interaction Anxiety 16
2.8 Online Food Delivery Service Types 17
2.9 Consumption Style: Hedonic and Utilitarian 18
2.10 Sense of Obligation to Take Pro-environmental Actions 19
Chapter 3 Hypotheses Development and Research Framework 20
3.1 Research Framework 21
3.2 Hypotheses Development 22
3.2.1. The Relationship Between Perceived Convenience and Perceived Value 22
3.2.2 The Relationship Between Perceived Risk and Perceived Value 22
3.2.3 The Relationship Between Perceived Value, Attitudes Towards Online Food Delivery and Consumer Intention Toward Online Food Delivery 22
3.2.4 Technology Anxiety as a Moderator 24
3.2.5 Social Interaction Anxiety as a Moderator 25
3.2.6 Online Food Delivery Service Types as a Moderator 26
3.2.7 Consumption Style: Hedonic vs Utilitarian as a Moderator 27
3.2.8 Sense of Obligation to Take Pro-environmental Actions as a Moderator 28
Chapter 4 Methodology and Data Analysis 31
4.1 Research Methodology 31
4.2 Data Collection 32
Chapter 5 Data Analysis and Result 33
5.1 Accuracy Analysis 33
5.2 Hypotheses Analysis 37
5.2.1 Hypotheses Analysis: Direct Effect 37
5.2.2 Hypotheses Analysis: Moderating Effect 39
5.2.3 Multi Group Analysis 42
5.2.4 Structural Model 43
5.3 Hypotheses Test Result 45
Chapter 6 Discussion 46
6.1 General Discussion 46
6.2 Theoretical Implications 49
6.3 Managerial Implications 50
6.4 Limitation and Future Research 52

References 54
Appendix A Research Items of Scale 73
Appendix B Questionnaire in English Version 76
Appendix C Questionnaire in Vietnamese Version 86

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