The causal relationship in influencing buying behavior of online food delivery in the Bangkok area
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Abstract
The purpose of this paper is to conduct a study about determinants of demographic, psychological, and behavioral factors which influence the buying behavior of consumers of online food delivery in the Bangkok area. A quantitative and exploratory approach was followed in this research throughout the collection and analysis of data related to personal traits, satisfaction, and behavior. A sample of 448 respondents that was associated with online food delivery service in Bangkok was used. Moreover, Confirmative Factor Analysis (CFA) and Structural Equation Model (SEM) techniques were used to track the relationship among elementary traits, consumer satisfaction, and buying behavior. It was found that elementary trait influences consumers’ satisfaction and buying behavior. Contextual society was also a significant factor while determining individual traits. In particular, consumer lifestyle, consumer behavior, and consumer response understanding are the crucial tools for marketing strategies and marketing implementation in this disruptive changing. Moreover, consumer insights can create consumer satisfaction strategy with a competitive advantage in the online food industry, including in enhancing the buying behavior of the regular consumer. This study comprises valuable data for entrepreneurs and other groups in digital age. Furthermore, this study was operationalized by developing and testing CFA, and SEM for validity and reliability as well.
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