Factors Effecting to Decision Making on Online Restaurant Service of Customers in Bangkok during COVID-19 Pandemic
Keywords:
Food Delivery, Decision Making, Marketing Mix, Online RestaurantAbstract
The objective of this research is to 1) study consumer behavior on online restaurant purchase during COVID-19 pandemic in Bangkok 2) compare the decision making on online restaurant purchase with consumer’s demographical factors and 3) predict the marketing mix factors with decision making on online restaurant purchase. This quantitative research was collected data by 407 online questionnaires and analyzed by SPSS program for frequency, percentage, mean, standard deviation, T-test, One-way ANOVA, and Multiple Regression. The results found that the majority of the respondents were single male, aged between 20-30 years, having bachelor degree, working as a private company employee, and earning approximately 15,001-30,000 baht per month. The findings of hypothesis testing showed that none of different consumer’s demographic data effected the decision making on online restaurant purchase with statistical significance at the level of 0.05 and the product or service, place or distribution channel, and process were the most three marketing mix factors that influenced the consumer’s decision making on online restaurant purchase with statistical significance at the level of 0.05 respectively. The data of this study would be beneficial to restaurant business and related stakeholders in developing and adapting online products and service, especially in food and beverages and delivery to reach the needs of consumer well and sustainably in the future.
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