The analysis of users’ behavior and factors affecting their usage of online delivery application in Bangkok
Keywords:
Delivery application, Marketing Factor, Multinomial Logit ModelAbstract
The purpose of this research was to study the demographic and behavioral factors determining the users’ choice of delivery application in Bangkok. The data were collected from an online questionnaire.
The results showed that, from 401 people who answered the questionnaires, most of them are female, aged 21-30 years old, single, bachelor's degree, occupation as employees of a private company and earning 20,001-30,000 baht per month. Regarding the behavior of online delivery application users in Bangkok, it was found that most of the respondents used the delivery application between 11.00 AM-14.00 PM, using the application 3-4 times a week, most of them used GRAB application for delivering food/supplements/drugs that cost less than 300 baht per time and relying on internet resources to decide which application to use.
As for the result from the multinomial logit model, it was found that factors affecting the selection of delivery application divided into the main positive factors that contributed to the increase in usage of each application which were age and user income while the main negative factors that resulted in a decrease in the use of each application which were male gender, company employees and parcel delivery service of online application.
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บทความ เนื้อหา และข้อมูล ฯลฯ ในวารสารเศรษฐศาสตร์มหาวิทยาลัยเชียงใหม่ ถือเป็นลิขสิทธิ์เฉพาะของคณะเศรษฐศาสตร์มหาวิทยาลัยเชียงใหม่ หากบุคคลหรือหน่วยงานใดต้องการนำทั้งหมดหรือส่วนหนึ่งส่วนใดไปเผยแพร่ต่อหรือเพื่อกระทำการใดๆ จะต้องได้รับอนุญาตเป็นลายลักษณ์อักษร จากวารสารเศรษฐศาสตร์ มหาวิทยาลัยเชียงใหม่
