Determinants of customers’ intention to use online food delivery platforms in Thailand (original) (raw)
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Why Bangkokians use online food delivery services after COVID-19 restrictions have been lifted
Rajagiri management journal, 2023
Purpose-The growth of the internet has transformed digital infrastructure in Thailand over the past two decades, with the widespread use of e-commerce, digital money and online services becoming a daily norm for all ages. The COVID-19 restrictions, which limited in-person business operations, boosted demand for takeout and delivery services and fueled the expected steady growth of the online food delivery market in Thailand. The pandemic also resulted in a shift towards online ordering and delivery, reflecting changes in customer behavior. This study focuses on exploring the factors that have driven Bangkokians to use online food delivery services after the COVID-19 restrictions were lifted in June 2022. Design/methodology/approach-Data were collected from 398 participants who had ordered food delivery services after the announcement. Findings-The findings showed that perceived usefulness, time saving benefit and price saving benefit have a significant impact on the intention of customers to use online food delivery services, while food safety risk perception had no effect. Practical implications-Bangkokians favor online food delivery services due to convenience and timesaving, indicating high demand post-pandemic. Businesses should invest in improving their platforms to meet evolving consumer behavior. Originality/value-The result of this study offers valuable insights into the attitudes and behaviors of Bangkokians towards online food delivery services and could be beneficial for businesses in the industry to improve their services, enhance customer satisfaction as well as increase their competitiveness.
Exploring Factors Affecting Consumer Behavioral Intentions toward Online Food Ordering in Thailand
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Due to the COVID-19 epidemic, ordering food online has become very popular. This study used a structural equation model to analyze the indicators that influence the decision to order food through a food-delivery platform. The theory of planned behavior and the technology acceptance model were both used, along with a new factor, the task–technology fit (TTF) model, to study platform suitability. Data were collected using a questionnaire given to a group of 1320 consumers. The results showed that attitudes toward on-line delivery most significantly affected the behavioral intentions of the consumers, followed by subjective norms. Among attitudes, perceived ease of use was the most significant, followed by perceived usefulness and trust. The study’s results revealed that TTF had the most significant impact on perceived ease of use, followed by perceived usefulness. This means that, if a food-ordering platform is deemed appropriate, consumers will continue to use it, and business sustai...
Journal of Marketing Management and Consumer Behavior, 2022
Online services of food delivery are more critical than ever. Customers are getting comfortable using the apps for services to order the meals they want via their smartphone using the apps. This research is therefore carried out to examine the key factors affecting the intention of customers to use online food delivery services among customers in the Klang Valley during Covid-19 in 2020. The research investigated the most significant factors that influence the customer purchase intention on using Online Food Delivery (OFD) services. There are 4 independent variables which we are focusing on; time, price factor, convenience motivation factor and food illustration. From the research, we have found out that convenience motivation factor is the most important exogenous variable that can influence purchase intention directly, sequentially through shopping motivations. The other factors that have a significant impact on a customer's purchase intentions are price and time factors. The least important factor that influences a customer’s purchase intention is the food illustrations. The study is carried out by gathering responses from over 167 participants. The results will show the factors influencing and the significant effect of using online food delivery services apps to run the businesses efficiently and more effectively in order to attract customer’s purchase intention. The novelty of this study is by giving the strategies and opportunities to the online business entrepreneurs to enhance and boost their sales by using social media as a platform of online food delivery services apps to the community.
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Background: During the COVID-19 pandemic, Malaysian consumers were more likely to purchase food online and have it delivered to their doorstep. To stay afloat, many restaurants were pushed to provide online food delivery services (OFDS), and this sector has grown tremendously. However, will the trend persist after the pandemic? This study aims to look into how consumers’ perceptions of OFDS affect their attitude towards them. It investigates the relationship between convenience motivation, perceived ease of use, time-saving orientation and price-saving orientation in terms of future intent to use OFDS. Method: Primary data was collected from 307 respondents in Malaysia using convenience sampling method through an online survey. Respondents’ demographic background was presented statistically in cross tabulation tables to study the ratio comparison implicitly. Consistent Partial Least Square approach and bootstrapping techniques with 5,000 subsamples was employed, with the aid of Smar...
Consumer Purchase Intention toward Online Food Delivery Service: The Implication for Future Research
Malaysian Journal of Social Sciences and Humanities (MJSSH), 2021
In Malaysia, online food delivery service provider has experienced steady growth in term of the increasing numbers of companies offering this service. This study aims to analyze consumer purchase intention towards online food delivery service based on factors of control, convenience, needs for interaction, technology anxiety, and consumer satisfaction. Additionally, this study highlighted which service delivery provider that are more preferred by consumers and help to identify the actual demographic profile and market segments for this service. This research was carried out using a quantitative approach and data was collected using a questionnaire and distributed through an online platform. Purposive sampling was used with screening questions. Sample size was determined using power analysis with total number of 147 respondents were identified as the appropriate minimum sample size for this study. The findings indicate intention of using an online food delivery provider is strongly i...
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This study examines and compares the crucial factors encouraging Thai customers to use food delivery apps before and during the COVID-19 pandemic on the basis of the modified conceptual paradigm of Unified Theory of Acceptance and Use of Technology 2 (UTAUT2), including the following external factors: trust, convenience, application quality, and satisfaction. Data were collected from 220 food delivery app users before the pandemic and 250 food delivery app users during the pandemic. The data were analyzed using structural equation modeling based on AMOS 23.0 to test model validity and the study hypotheses. The results indicated that satisfaction was influenced by social influence, trust, convenience, and application quality in both the before- and during-the-COVID-19-pandemic samples. In addition, price value was a significant predictor of satisfaction before the pandemic but not during the pandemic, whereas habit was found to significantly influence satisfaction before the pandemic...
Journal of Open Innovation: Technology, Market, and Complexity
Evolving internet technology has brought about changes in consumer lifestyle and increased online shopping. Grounded in the theory of technology readiness (TR), this study aims to examine the effect of factors such as optimism, innovativeness, insecurity, and discomfort that may motivate consumers’ adoption intentions towards online food delivery ordering (OFDO) services. Additionally, this study intends to investigate the moderating role of situational influences (COVID-19) in affecting such an online behavior. By using survey methods, a total of 439 usable responses were gathered through an online survey. Data were analyzed by using Partial least square (PLS) and multigroup analysis (MGA) techniques. The results revealed that optimism and innovativeness have positive influences on adoption intentions while insecurity and discomfort have negative influences on adoption intentions in the use of OFDO services. The results also supported the moderating role of situational influences s...
Understanding Consumer Behaviour Towards Utilization of Online Food Delivery Platforms
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The main purposes of this study are to provide a comprehensive relationship between consumer attitudes toward online food ordering. This study adopted quantitative research with primary data collected through a questionnaire with online food delivery platforms and customer based on their knowledge, attitudes, perspectives, and needs of online food delivery services. In this research paper, the reserachers examined the growth of food aggregator industry. Researchers also have examined the business model these companies follow and its effect on the conventional restaurant business in India. This study aims at the behaviour of customers towards online food delivery platforms that are fast changing the food retailing landscape across India. Hence, the study focuses on exploring the drivers of consumer behaviour towards online food delivery apps. The study identifies a research model having seven independent variables and two dependent variables. The independent variables comprise of, Co...
Innovative Marketing
This study aims to investigate the influencing elements of consumers’ behavioral intention to use online food delivery apps in Bangladesh. MS Excel and SPSS were used to calculate the relevant information. The targeted population of this study is the current users of online food delivery apps in Bangladesh. The final sample size is 368, with a response rate of 92%. The information was gathered from the respondents through a web-based survey in Google Forms. Due to the nature of the study object, the purposeful sampling method has been used and is quantitative and exploratory. The results show that five predictors affect consumers’ intention to use food delivery apps. The findings demonstrate that social influence, perceived trust, perceived safety, performance expectancy, and effort expectancy significantly affect the consumers’ usage intention of food delivery apps. The study also found that perceived trust is the strongest predictor of usage intention among five intention predicto...
Antecedents of behavioral intention to use online food delivery services: An empirical investigation
Innovative Marketing, 2021
The online food delivery market in India perseveres to grow at a sustained pace. The business has unique dynamics and challenges with the spike in orders during weekends, meeting delivery schedules during peak demand, offering deep discounts to address wavering customer loyalty, reducing cash burns, and managing food quality inconsistency. In contrast, the fast-paced life and the rise of millennials in the workforce is likely to assure a promising future for the food aggregators. The above backdrop has led the researchers to pursue this study. An empirical study was carried out to explore the consumption occasion and the antecedents of online food ordering in the select cities in Karnataka, India. The data was collected from 385 respondents through telephonic and mail survey using a structured questionnaire. The responses were analyzed using exploratory factor analysis and multiple regression. The result of the study indicated a positive association between the constructs 'buying motives', 'aggregator attractiveness', and customer satisfaction. The variation in customers` satisfaction is largely attributable to the convenience of order placing, food quality, availability of food and restaurant reviews, offers and discounts, faster home delivery, and the wide choice of restaurants listed on the aggregator's website. Additionally, the aggregator attractiveness showed a higher impact on customer satisfaction as compared to buying motives.