Decision of online food ordering through mobile applications of consumer generation Yin Bangkok

Abstract

This research aims to study online food ordering through the Mobile Application of Consumer Generation Y in Bangkok. The sample group consists of consumers between 21 and 38 years of age living in Bangkok (Gen Y). 400 sample queries were used as a tool for collecting data. Statistics such as frequency, percentage, mean, standard deviation and plural regression analysis was used. The results showed that most respondents were female private company employees, aged between 26 and 30, with a bachelor's degree or equivalent. The average monthly income of the respondents is between 15,000 and 25,000 baht. The most important factor affecting the decision to order food online was the acceptance of overall technology at high level with an average of 4.24, marketing mix factors (7Ps) overall is at high level with an average of 4.02, and the quality factor of overall service is at high level with an average of 4.02. The hypothesis test results showed that technological acceptance factors, marketing mix factors, and quality factors of the service affect the decision to use online food ordering services through the Mobile Application of Consumer Generation Y in Bangkok, statistically significantly at 0.05.