The factors that influence consumers in Bangkok on purchasing behavior towards online food delivery restaurant

Abstract

Nowadays, people are living in the rush surrounding. Facing a big problem in Bangkok like traffic jam, raining season, oil price rising, many people tend to choose delivery to purchase a lot of thing to satisfy them. According to Kasikornthai Econ Analysis Year 22 issue 2797, the Thai economy is regress by fluctuations of politic in 2016, the food delivery are growing around 11-15 percentage every year. This research aims to understand the factors that influence the intention to buy of customer in Bangkok toward online food delivery restaurant. For the restaurant that want to create new product or bring their exist product into online should consider on these factors. The quantitative research methodology was applied in the research. The questionnaire was sent to 103 people from age 23 years old to more than 50 years old that live in Bangkok and outskirts via online channel. The results revealed that there are consist of 4 factors, advertisement and public relation, taste, package and service, which influence the customer intention to buy.