In-app factors influencing customers' intention to use online food delivery application through smartphone in Bangkok

Abstract

Purpose – The purpose of this research is to determine the significant influence of prior online purchase experience, information quality, ease of use, price, and perceived convenience towards customers’ intention to use online food delivery applications.

Design/Methodology/Approach – This research uses primary and secondary data collection methods to analyze the in-app factors influencing customers’ intention to use online food delivery applications. The data was collected from 385 respondents who live in Bangkok, have a smartphone that can access the internet, and have used online food delivery application prior in the past. This research referenced three theoretical frameworks from previous studies to construct a conceptual framework.

Findings – This research is intended to discover the in-app factors influencing customers’ intention to use online food delivery applications. The findings of this research shows that information quality, ease of use, and price have significant influence towards customers’ intention to use online food delivery applications.

Research Limitations/Implications – The limitations of this research was limited to Bangkok and focused on smartphone users with prior experience, potentially limiting its generalizability. The results suggest that competitive prices, clear menus, and an easy-to-use interface are key factors in attracting users.

Originality/Value – This research focuses on significant in-app factors influencing customers’ intention to use online food delivery applications.

Keywords – Prior Online Purchase Experience, Information Quality, Ease of Use, Price, Perceived Convenience, Intention to Use Online Food Delivery Application

JEL classification code – M30, M31, D12