Factors that affect generation y customer's decision to use food delivery service in Bangkok

Abstract

At the moment, there is a progressive growth of technology in terms of information technology and Internet communication through mobile phone and other social media platforms, which has changed the lifestyles of people who are required to alter their way of life today, for instance, when considering the lifestyle of Bangkokians, who want convenience, quickness, and time in order to survive in a congested city. When they go out to get food, they must lose time navigating through traffic jams. And if the restaurant is really popular, expect to wait in line to dine. As a result, meal delivery has been ordered to accommodate the demands and convenience of a greater number of individuals. As a consequence, customers' consuming patterns vary. The objectives of this research were to examine the factors affecting consumers' decision to use food delivery applications in the digital economy era; to investigate consumers' behavior when deciding to use the application service; to analyze the competitive potential of food delivery businesses; and to examine the behavior of consumers who use food delivery applications during the Covid-19 pandemic, to determine whether their usage behavior has changed from the original. Five apps were studied in this study: Line Man, Grab, Food Panda, Gojek, and Robinhood. Three criteria were considered in the study: 1) demographics, 2) application limitations, and 3) marketing. The data gathering process includes online surveys sent to 416 customers in Bangkok who were members of the generation Y group (24-41 years old). The binary logit model was used to analyze data in order to determine the factors that influence decision making in food delivery apps. The findings indicated that gender, educational level, Covid-19 status, number of riders and merchants linked with the program, shipping prices, discount promotions, and online advertising all had a statistically significant effect on food shopping choices made via the application.