A Comparative Study of Personal Factors Influencing Technology Acceptance Among Mobile Food Ordering Application Users in Bangkok
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This study aims to compare the level of technology acceptance factors among Mobile Food Ordering Application (MFOAs) users based on personal factors including age and incomes. These factors involve performance expectancy, effort expectancy, social influence, facilitating conditions, hedonic motivation, price value, habit, promotion packages, privacy and security, partnerships, and physiological needs. A quantitative research approach was employed, using a survey of 231 food ordering app users in Bangkok. Data were analyzed using both descriptive and inferential statistical methods. The findings revealed that the users, who had different age and income, significantly rated different levels of technology acceptance factors including social influence, facilitating conditions, hedonic motivation, price value, habit, promotion packages, privacy and security, partnerships, and physiological needs. However, there were no significant differences on the level of performance expectancy and effort expectancy. Specifically, the users, aged between 20 and 35 years, placed greater importance on all factors, compared to other age groups. Moreover, users with a monthly income of 15,000-30,000 THB rated all factors of technology acceptance more highly than those in other income brackets.
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