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Exploring Factors Affecting Consumer Behavioral Intentions toward Online Food Ordering in Thailand
Author(s)
Inthong, Chidchanok
Champahom, Thanapong
Jomnonkwao, Sajjakaj
Ratanavaraha, Vatanavongs
Date Issued
July 1, 2022
Type
Article
Abstract
Due to the COVID-19 epidemic, ordering food online has become very popular. This study used a structural equation model to analyze the indicators that influence the decision to order food through a food-delivery platform. The theory of planned behavior and the technology acceptance model were both used, along with a new factor, the task–technology fit (TTF) model, to study platform suitability. Data were collected using a questionnaire given to a group of 1320 consumers. The results showed that attitudes toward on-line delivery most significantly affected the behavioral intentions of the consumers, followed by subjective norms. Among attitudes, perceived ease of use was the most significant, followed by perceived usefulness and trust. The study’s results revealed that TTF had the most significant impact on perceived ease of use, followed by perceived usefulness. This means that, if a food-ordering platform is deemed appropriate, consumers will continue to use it, and business sustainability will be enhanced.
Citation
Sustainability Switzerland, 14(14), 2022