FACTORS AFFECTING THE DECISION TO USE FOOD DELIVERY SERVICES VIA ONLINE PLATFORMS IN BANGKOK
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Abstract
This study aimed to study the impact of price and promotion factors on the decision to use food delivery services via online platforms; to study the impact of technology factors and platform usage on the decision to use food delivery services via online platforms; to study the impact of service quality factors on the decision to use food delivery services via online platforms; to study the impact of safety and reliability factors on the decision to use food delivery services via online platforms; to study the impact of consumer behavioral and lifestyle factors on the decision to use food delivery services via online platforms. Inferential statistical analysis was used in regression analysis to find the relationship between independent variables and dependent variables.
The results of the hypothesis testing from the study of factors affecting the decision to use food delivery services via online platforms in Bangkok found that most of the sample groups had opinions on the factors that influenced the decision to use the service at a high level. Objective 1 concluded that price and promotion factors did not influence consumers' decision to use the service in the context of the research. Objective 2 concluded that technology factors and application access had a statistically significant effect on consumers' decision to use the service and could explain the variance of decision-making behavior at a moderate level. Objective 3 concluded that service experience factors were the factors with the highest influence on the decision to use the service. Objective 4 From the analysis of the multiple regression results between safety and reliability factors and the decision to use the service, the results can be summarized as follows: safety and reliability factors have a moderate relationship with the decision to use the service. Objective 5 concluded that the influence of behavioral and lifestyle factors on the decision to use the service will be at a low level. However, the analysis results show that they have a statistically significant impact, which can be used as a guideline for developing marketing strategies or designing services that respond to consumer behavior and lifestyles in accordance with the hypothesis set at a confidence level of 0.05
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