Factors Influencing the Acceptance and Usage of Food Delivery Applications by Consumers in Bangkok and the Bangkok Metropolitan Region
Keywords:
Food Delivery Applications, Acceptance and Usage of Technology, UTAUT2Abstract
This research aims to investigate the factors influencing the acceptance and
usage of food delivery applications by consumers in Bangkok and the Bangkok Metropolitan Region. It also seeks to compare these factors using the modified Unifed Theory of Acceptance and Use of Technology (UTAUT2), incorporating performance expectancy, effort expectancy, social influence, facilitating conditions, hedonic motivation, price value, and habit as independent variables.
Data were gathered from 425 consumers in Bangkok and the Bangkok
Metropolitan Region through survey questionnaires. Content validity was ensured through expert reviews, and measurement reliability was assessed using Cronbach’s Alpha coefficient. Discriminant validity was evaluated using correlation coefficients and Analyzed data to determine the relationships between variables using multiple regression analysis.
The research findings reveal that habit is the most influential factor
impacting the acceptance and usage of food delivery applications by consumers, with a Beta coefficient of 0.701. This is followed by performance expectancy (Beta coefficient = 0.158), social influence (Beta coefficient = 0.103), and hedonic motivation (Beta coefficient = 0.096). Conversely, factors such as effort expectancy, facilitating conditions, and price value were found to have no significant impact on consumers’ acceptance and usage of food delivery applications.
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