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