What are the factors affecting repeat purchase intention of people in Bangkok to order food via online platform?

Abstract

With the rapidly increasing smartphone penetration and wider and wider internet coverage in Thailand, online food ordering becomes a more and more popular lifestyle of people in this era. Online food delivery is regarded as one of the most promising market in Thailand, but it is still in the early stage along with lots of challenges and difficulties. As for online food platforms, the problem is how to get through these difficulties and ahead of other competitors in this stage. Customer repeat purchase is one of the most important origins making profit for a business. It is critical for survival and sustainable development of a company. Based on that, this research focus on the factors affecting repeat purchase intention of people in Bangkok to order food via online platform and established the appropriate framework in order to find the answers. Basically, it was analyzed from two dimensions, which are 5 factors (perceived quality, perceived value, perceived risk, customer loyalty and repeat purchase intention) and demographic factors.