Influences on Consumer Attitudes and Behavioral Intentions in Choosing Food Delivery Application Services

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Jenkanit Sugsamrit
Korbkul Jantarakolica
Supawat Sukhaparamate
Tatre Jantarakolica
Chonlada Sajjanit
Pard Teekasap

Abstract

In this research investigation, the researchers examine the influences on consumer attitudes and behavioral intentions in using food delivery applications. The conceptual framework was applied from the theory of reasoned action (TRA) and the theory of planned behavior (TPB). Data were collected using the technique of stratified random sampling to obtain 402 consumers using food delivery applications in Bangkok Metropolitan Region. The research instrument was a questionnaire. Data were analyzed using the structural equation modeling (SEM).


Findings showed that hedonic motivation; time-saving orientation; prior online purchase experience; and security and trust were important factors affecting service users’ convenience. In addition, the factors of price-saving orientation; time-saving orientation; and security and trust were important factors affecting post-usage usefulness. Therefore, the factors of time-saving orientation and security and trust affected convenience and post-usage usefulness. It was found that convenience, post-usage usefulness, and attitudes toward the use of applications were important factors affecting consumer behavioral intentions in using food delivery application services.

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