Factor Analysis of Factors Affecting Consumers’ Food Purchasing Decision through Mobile Application in Bangkok

Main Article Content

Nichaya Srisuchart
Waronglong Srisirirung
Waraporn Lueangvilai

Abstract

This research aimed to factor analyze marketing mix and technology acceptance of consumers for food delivery business through mobile application in Bangkok area. The methodology used was quantitative and the questionnaires were collected from 400 samples of consumers, who ever used mobile application to order food or beverage by cluster sampling method, with 0.97 coefficient of reliability value. Then, the data was exploratory factor analyzed by principle component factoring method. The orthogonal rotation of axes was conducted by Varimax method. The result revealed that the components of marketing mix and technology acceptance of consumers for food delivery business through mobile application in Bangkok area comprised of 1) Good experience reliability 2) Product and service design to fit consumers need 3) Received value and delivery suitability, and 4) Health benefit, which accounted for 24.601 %, 19.862 %, 18.307 %, and 8.662 % of total variance of original variables, consecutively.

Downloads

Download data is not yet available.

Article Details

Section
Research Articles

References

Aliexpress.(2018).Aliexpress. Retrieved December 1, 2018, from
https://th.aliexpress.com/.[in Thai]
Cochran, W.G. (1953). Sampling Techiques. New York : John Wiley & Sons. Inc.
Department of Industrial Promotion.(2016).Trend and market size of food
industry. Retrieved December 1, 2018, from https://bsc.dip.go.th/th/category/quality-control/qs-trendsfoodbusiness. [in Thai]
Electronic Transactions Development Agency (Public Organization).(2012).Digital Economy.
Retrieved December 3, 2018, from https://www.etda.or.th/digital-economy.html.[in Thai]
Grønholdt L., Martensen A., Jørgensen S., Jensen P. (2015) "Customer experience
management and business performance", International Journal of Quality and Service Sciences, 7(1),(90-106).
Hyun H.L., Fiore A.M., Kim J.,.(2006) . The role of the technology acceptance
model in explaining effects of image interactivity technology on consumer
responses", International Journal of Retail & Distribution Management, 34(8),621-644.
Kareh, A. (2018). Evolution of the Four Ps: Revisiting The Marketing Mix. Retrieved
December 3, 2018, from https://www.forbes.com/sites/forbesagencycouncil/2018/01/03/evolution-of-the-four-ps-revisiting-the-marketing-mix/#48dc8d1d1120.
Kotler.P, Armstrong G.(2018). Principle of Marketing. United Kingdom: Pearson.
Matichon.(2017). Thai health indicated non health-conscious Thais. Retrieved December
1, 2018, from https://www.matichon.co.th/lifestyle/news_578034. [in Thai]
Nike Inc.(2018) .Nike. Retrieved December 1, 2018, from https://www.nike.com/th/th_th/.
Pavie X., Luo Y.(2016) .The seven reasons for Alibaba’s success ; Alibaba’s development
and framework. Retrieved December 1, 2018, from https://www.retailnews.asia/seven-
reasons-alibabas-success-alibabas-development-framework/.
Payakkapong, A.(2017).Technology acceptance model(TAM) for marketing competitive.
Journal of Thonburi University.11(25),(128-136).
Prachachat. (2017).Penetrating restaurant consumers behavior. Retrieved January 5, 2018,
from https://www.prachachat.net/finance/news-16631. [in Thai]
Sujima, N. (2016). The Role of Big Data Technologies in Modern Business and
Related Open Source Software. FEU Academic Review. 10(2),17-31.
Unilever.(2018). Unileverfoodsolutions. Retrieved December 1, 2018, from
https://www.unilever.com/brands/food-and-drink/unilever-food-solutions.html.
Unileverfoodsolutions.(2017) .Products and services from chef to chef. Retrieved
December 1, 2018, from https://www.unileverfoodsolutions.co.th/th.html.[in Thai]
Vaghela, Y. (2018). How Mobile Apps Have Transformed the Restaurant and
Food Delivery Industry. Retrieved December 3, 2018, from https://www.upwork.com/hiring/mobile/how-mobile-apps-have-transformed- restaurant-and-food-delivery-industry/
Vanichbuncha, K. (2018). Advanced statistics analysis by SPSS for Windows. Bangkok: Threelada Ltd.,Part.[in Thai]
Venkatesh V., Davis F.D., (2000) A Theoretical Extension of the Technology Acceptance
Model: Four Longitudinal Field Studies. Management Science 46(2),186-204.
Weerasinghe S., Chandanie M., Hindagolla B. (2018) "Technology acceptance model and
social network sites (SNS): a selected review of literature", Global Knowledge, Memory and Communication, 67 (3),142-153.