PERCEIVED VALUE AND MARKETING MIX FACTORS THAT AFFECT THE INTENTION TO USE FOOD ORDERING APPLICATIONS OF GEN Y CONSUMERS IN THE MUEANG DISTRICT AREA OF PHETCHABUN PROVINCE

Abstract

This research aimed to 1) explore the level of value perception and marketing mix factors, and the intention to use food ordering applications of Gen Y consumers in Mueang District, Phetchabun Province; and 2) study the value perception and marketing mix factors that affected the intention to use food ordering applications of Gen Y consumers in Mueang District, Phetchabun Province. The study used quantitative research methodology. A questionnaire was used to collect data from 400 samples. The statistics used for data analysis were percentage, frequency, mean, standard deviation, and multiple regression analysis. The results of the research found that the level of value perception and marketing mix factors, and the intention to use food ordering applications of Gen Y consumers in Mueang District, Phetchabun Province were at a high level. The perception of emotional value, social value, quality or efficiency value, monetary value, product factors, price factors, distribution channel factors, promotion factors, personal factors, and process factors significantly affected the intention to use food ordering applications of Gen Y consumers in Mueang District, Phetchabun Province at a statistical level of .05. However, physical characteristics did not affect the intention to use food ordering applications of Gen Y consumers in Mueang District, Phetchabun Province with Sig. value of 0.52, higher than the statistical significance level of .05.