The Factors Affecting the Decision to Use Food Delivery Applications in Bangkok
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This study combines exploratory research and quantitative research which aimed to determine the factors affecting the decision to use food delivery applications in Bangkok, consisting of personal factors, customer behavior regarding the use of food delivery applications, marketing mix factors, food delivery application service perceptions and acceptance. The researcher collected data using online questionnaires from 400 samples that have used food delivery applications in Bangkok, which were obtained by accidental sampling and analyzed by the multinomial logit model with four dependent variables: GrabFood (Reference Application), LINE MAN, foodpanda, and Gojek. The results, which were divided into three cases (LINE MAN, foodpanda, and Gojek), revealed that the factors affecting the decision to use food delivery applications in Bangkok at the statistical significance level of 0.10 were: 1) generation, status, income, discounts in the application, type of restaurant, and marketing mix in terms of the process for LINE MAN; 2) gender, status, income, frequency of using service, saving time in traveling, type of food, type of restaurant, and marketing mix in terms of physical evidence for foodpanda; and 3) status, payment method, time running the application, and marketing mix in terms of price for Gojek. According to this research, the entrepreneurs were able to apply the research findings to develop the applications and formulate strategies for consumer satisfaction.
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