The Influences that Affecting Consumers Selection for Using GrabFood Mobile Application in Bangkok

摘要

The objectives of this research is to study factors that affect consumer selection for using GrabFood application. Moreover, for analyzing the relation of Service Marketing, Brand Image, Technology Acceptance Model, and Influencer of GrabFood that will be affected the decision of consumer which leads to the delivery service application selection. This research is a quantitative research by collecting primary data. Use questionnaires for collecting data through content validity from experts. Moreover, to check the reliability of the tools by using the experimental group, consisting of 30 samples, with validity values greater than 0.67 for every questions and confidence value between 0.71-0.93 in all components. After that, data were collected from a sample of 400 people then analyzed and summarized based on the research framework to know about the influences that affect consumer selection for using GrabFood mobile application in Bangkok.The results showed that (1) Service Marketing Mix factor affected consumers decision for selecting GrabFood application (2) Different Brand Image affect consumers decision for selecting GrabFood application in different ways (3) Different Demographic factors affect consumers decision for selecting GrabFood application in different ways (4) Different Technology Acceptance Model affect consumers decision for selecting GrabFood application in different ways (5) Different Influencer affect consumers decision for selecting GrabFood application in different ways