Factors affecting customer's decision to use grocery mobile application in Bangkok metropolitan: a case study of tops supermarket.

Abstract

Customers nowadays have ability to perform transaction online, especially shopping transaction that they can shop all the time and everywhere; and in a truly global online marketplace, products can easily be purchased from retailers. Since mobile grocery shopping has been increasingly popular around the world, which many retailers are now developing mobile application as a new approach that was introduced as a tool for creating such affect to customers. Tops supermarket is the largest supermarket chain in Thailand that the company is more customer-focused to meet the wants and needs, and hopefully excess expectations of its customers. This study is aimed to study and evaluate the factors affect customer’s decision to use Tops mobile app in Bangkok Metropolitan. The research was conducted on 12 respondents using qualitative method for collecting the data by in-depth interviews and observations to explore customers’ perception in deeper level that involve in the details of understanding. In addition, the result of this research shown that perceived ease of use and perceived usefulness have an impact on customer’s attitude towards Tops application.