Factors Influencing Consumers' Choice of Online Food Ordering Applications in Millennials Consumers in Bangkok

Abstract

This Article aimed to study the demographic factors, marketing mix factors in consumers’ perspective, and technology acceptance factors influencing the consumers’ choice of online food delivery services via applications among the millennial generation in Bangkok, Thailand. The research adopts a quantitative approach and utilizes a quota sampling method. Data collection is conducted through online questionnaires. The study involves a total of 400 individuals, categorized into two groups: those interested in continuing to use the application (320 individuals) and those not interested in continuing to use it (80 individuals). Also, the data were analyzed by inferential statistics methods including T-test, F-test, r one way analysis of variance, and binary logistic regression analysis. According to the binary logistic regression analysis, the factors that significantly influenced consumers’ choice of online food ordering applications in millennials consumers in Bangkok included demographic factors which consisted of gender and occupation, marketing mix factors in consumers’ perspective which consisted of customer value, cost to customer, comfort, caring, and completion, and technology acceptance factors which consisted of perceived usefulness, attitude toward using, and actual use.