FACTOR INFLUENCING INTENTION TO USE FOOD DELIVERY APPLICATIONS IN BANGKOK

Abstract

Currently, the online food business is growing. Especially during this COVID-19 pandemic and people do many things on their phone, consumers tend to choose online-food-delivery. This research aimed to measure the consumers’ intention to purchase through online food-delivery applications which are available in Bangkok. This research emphasizes four independent variables, which are Convenience, Ease-of-use, product presentation, Time-saving, and one dependent variable, which is purchase intention. by using the qualitative interview method. Data in this research was collected through in-depth interview 10 interviewees which are active and inactive users. The results of this research show how each variable affect the purchase intention to buy food in the online applications