Consumer’s Exposure, Engagement and Behavior of Ordering Food Via Application

Abstract

            The objectives of this quantitative research studied consumer’s exposure, engagement and behavior of ordering food via food delivery application. The researcher used online questionnaires to collect the data from 390 respondents who is 18 – 45 years old, living in Bangkok and ordering food via food delivery application last 3 months, LINEMAN application 130 respondents GrabFood application 130 respondents and GET application 130 respondents. There are two sampling methods: 1. Non-probability sampling uses a specific sample selection method. 2. Volunteer sampling provides the sample as a candidate to respond to the questionnaire in person. The statistical techniques were used for analyzing the data were frequency distribute, mean, percentage, standard deviation, Pearson’s correlation coefficient and Multiple Regression Analysis.

            The result showed that 1). Consumers’ exposures from food delivery application are a medium level, especially from the symbol at a shirt or a bag’s officer. 2). Engagement of consumers is a high level. Consumers are regrated by lacking of LINEMAN, GrabFood and GET! for ordering food. 3). Consumer’s decision making is a high level 4). Consumers’ exposure and engagement showed relationship with consumer’s decision making with statistical significance at 0.01. 5). Engagement of consumers affect consumer decision making, ordering food via application.