THE INFLUENCE OF E-MARKETING ELEMENTS AND PURCHASING INTENTION TOWARDS ONLINE FOOD DELIVERY IN BANGKOK

Abstract

According to the COVID-19 pandemic since 2019 in Thailand, the online food ordering business has grown significantly. E-marketing elements was used to be marketing strategy via several digital marketing channels for driving business growth on that time. For this reason, the research wants ;1) To study the purchasing intention towards online food delivery, and; 2) To study the relationship between E-Marketing element and purchasing intention towards online food delivery. This research uses quantitative methods in order to approach the respondents who are living in Bangkok, aged 18 years old or above, and experiencing ordering online food delivery at least 1 time from 2020 forward. Data obtained from online questionnaires were usable for this study. The finding is operated by SPSS for analyzing raw data. The paper found the highest influence of purchasing intention towards online food delivery are Ease of use, Trust, Promotion, Product/Service quality, and Perceived risk respectively. Moreover, the relationship between E-marketing elements and purchasing intention is that all elements are significant to purchasing intention by factors have strong relationship to purchasing intention towards online food delivery are Site, Community, Sale promotion, Price, Customer Service, Security, Personalization, Product, Place, Promotion, and Privacy respectively.