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Exploring Factors Affecting Consumer Behavioral Intentions toward Online Food Ordering in Thailand

Author

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  • Chidchanok Inthong

    (Program in Energy and Logistics Management Engineering, School of Mechanical Engineering, Institute of Engineering, Suranaree University of Technology, Nakhon Ratchasima 30000, Thailand)

  • Thanapong Champahom

    (Department of Management, Faculty of Business Administration, Rajamangala University of Technology Isan, Nakhon Ratchasima 30000, Thailand)

  • Sajjakaj Jomnonkwao

    (School of Transportation Engineering, Institute of Engineering, Suranaree University of Technology, Nakhon Ratchasima 30000, Thailand)

  • Vuttichai Chatpattananan

    (Department of Civil Engineering, Faculty of Engineering, King Mongkut’s Institute of Technology Ladkrabang, Bangkok 10520, Thailand)

  • Vatanavongs Ratanavaraha

    (School of Transportation Engineering, Institute of Engineering, Suranaree University of Technology, Nakhon Ratchasima 30000, Thailand)

Abstract

Due to the COVID-19 epidemic, ordering food online has become very popular. This study used a structural equation model to analyze the indicators that influence the decision to order food through a food-delivery platform. The theory of planned behavior and the technology acceptance model were both used, along with a new factor, the task–technology fit (TTF) model, to study platform suitability. Data were collected using a questionnaire given to a group of 1320 consumers. The results showed that attitudes toward on-line delivery most significantly affected the behavioral intentions of the consumers, followed by subjective norms. Among attitudes, perceived ease of use was the most significant, followed by perceived usefulness and trust. The study’s results revealed that TTF had the most significant impact on perceived ease of use, followed by perceived usefulness. This means that, if a food-ordering platform is deemed appropriate, consumers will continue to use it, and business sustainability will be enhanced.

Suggested Citation

  • Chidchanok Inthong & Thanapong Champahom & Sajjakaj Jomnonkwao & Vuttichai Chatpattananan & Vatanavongs Ratanavaraha, 2022. "Exploring Factors Affecting Consumer Behavioral Intentions toward Online Food Ordering in Thailand," Sustainability, MDPI, vol. 14(14), pages 1-17, July.
    • Handle: RePEc:gam:jsusta:v:14:y:2022:i:14:p:8493-:d:860183
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    References listed on IDEAS

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    Cited by:

    1. Shiu-Li Huang & Huei-Ru Siao, 2023. "Factors Affecting the Implementation of Online Food Delivery and Its Impact on Restaurant Performance during the COVID-19 Pandemic," Sustainability, MDPI, vol. 15(16), pages 1-21, August.
    2. Beatriz Aibar-Guzmán & Cristina Aibar-Guzmán, 2023. "Editorial for the Special Issue “Business Strategies Concerning the Sustainable Development Goals and the SDG Compass”," Sustainability, MDPI, vol. 15(3), pages 1-5, January.

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