BEHAVIOR IN SELECTING ON BUYING DELIVERY FOOD VIA MOBILE APPLICATION TO CUSTOMERS IN BANGKOK AND METROPOLITAN REGION

Abstract

The purposes of this research were to compare levels of technology acceptance using applications buying and delivery food for customer classified age group and income level. Conceptual identify factors Technology Acceptance Model (TAM) and using applications buying and delivery food. Stratified random sampling technique was applied to select 420 application answer self-reported questionnaire. Data were analyzed by bivariate analysis and Logit regression model analysis. Research findings revealed that (1) On the comparison of technology acceptance, ordering and delivery applications, were found that Age group and income level Have a level of acceptance for using applications the difference was statistically significant. (2) Factors Affecting the technology acceptance of customers who order food through applications, it was found that factors affecting technology acceptance. The difference was statistically significant consisted of perceived Number of peers, perceived number of cross-platform, perceived complementarity, perceived ease of use, perceived usefulness, perceived security, attitude toward application, descriptive norm, injunctive norm, subjective norm, behavior intention and usage behavior. (3) The factors that influence the decision to make electronic payment are the view of convenience and security of E-Wallet payment and Mobile Banking which is statistically significant.