THE INFLUENCE OF PERCEIVED INFORMATION QUALITY, USER INTERFACE ATTRACTIVENESS AND SOCIAL PROOF OF QUICK SERVICE RESTAURANT APPLICATIONS ON DECISION CONFIDENCE AND PURCHASING BEHAVIOR
คำสำคัญ:
Quick Service Restaurant, Information Quality, Social Proof, Consumer Confidence, Purchase Behaviorบทคัดย่อ
The Thai quick service restaurant (QSR) industry experienced rapid expansion along with the increasing use of mobile food ordering applications. This study investigates the effects of application design attributes on consumer behavior by examining how perceived information quality, user interface attractiveness, and social proof affect perceived control and the extent to which perceived control influences decision confidence and purchase behavior. Based on Cognitive Load Theory, Elaboration Likelihood Model, and Theory of Planned Behavior, this study proposes an integrated framework to explain consumers' interaction with quick service restaurant (QSR) mobile applications. Data were collected from 400 Thai consumers who used the QSR application. Using Partial Least Squares Structural Equation Modeling (PLS-SEM), the study confirmed the interdependence between key constructs. The results show that perceived information quality is the strongest predictor of perceived control, followed by user interface attractiveness and social proof. Perceived control has a strong influence on decision confidence, which is a strong predictor of purchase behavior. In addition, decision confidence fully mediates the impact of application design features on ultimate purchase behavior. The results have important implications for application developers and QSR operators.
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