Factors influencing food delivery service adoption in Bangkok.

Abstract

This study investigates, identifies and evaluates factors influencing adoption behavior of food delivery service among Bangkokians. In Bangkok, the business has been growing for years and the trend seems to grow continuously (Euromonitor International 2018). Broadly, convenience is the main reason in making consumers decide to choose ordering food over cooking or dining out. Regarding the two most successful food delivery services, Line Man and Grab Food, offering various choices of restaurants and promotions are the key facilitators affecting the adoption. Accordingly, by fulfilling both consumers’ wants and needs, these are the factors causing the two brands becomes successful in the competitive market and driving the growth of the whole industry.