ปัจจัยที่ส่งผลต่อความตั้งใจในพฤติกรรมของคนไทยในการใช้แพลตฟอร์มสั่งอาหารออนไลน์

ชิดชนก อินทอง; สิริรักษ์ ภู่ริยะพันธ์; ศรัญญา การุณวรรธนะ

Authors

ชิดชนก อินทอง อาจารย์, สาขาโลจิสติกส์สากลและการจัดการอุตสาหกรรม คณะบริหารธุรกิจ มหาวิทยาลัยเทคโนโลยีมหานคร, 140 ถนนเชื่อมสัมพันธ์ แขวงกระทุ่มราย เขตหนองจอก กรุงเทพมหานคร 10530
สิริรักษ์ ภู่ริยะพันธ์ อาจารย์, สาขาโลจิสติกส์สากลและการจัดการอุตสาหกรรม คณะบริหารธุรกิจ มหาวิทยาลัยเทคโนโลยีมหานคร, 140 ถนนเชื่อมสัมพันธ์ แขวงกระทุ่มราย เขตหนองจอก กรุงเทพมหานคร 10530
ศรัญญา การุณวรรธนะ อาจารย์, สาขาโลจิสติกส์สากลและการจัดการอุตสาหกรรม คณะบริหารธุรกิจ มหาวิทยาลัยเทคโนโลยีมหานคร, 140 ถนนเชื่อมสัมพันธ์ แขวงกระทุ่มราย เขตหนองจอก กรุงเทพมหานคร 10530

Keywords:

Continuous Intention, Food Delivery Platform, Structural Equation Modeling

Abstract

From the current situation of consumers who use food ordering services via the Food Delivery platform after the COVID-19 pandemic, it was found that consumer behavior has changed. This research continuously studies the relationship between indicators related to behavioral intention to order food via the Grab Food platform in Thailand. The research instrument is a questionnaire with 660 respondents. The purpose of the study is to study the indicators affecting the intention to continuously order food via the Food Delivery platform in Thailand using the structural equation model. The analysis of the influence data on the behavioral intention to continuously order food via the Grab Food platform found that performance expectancy, effort expectancy, facilitating condition, habit, and price value for money affect the behavioral intention to continuously order food via the Grab Food platform of users in a statistically significant manner at 0.05. The results of the causal model analysis of the factors influencing the intention to order food online.

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