Determinants of customers’ intention to use online food delivery platforms in Thailand

Abstract

This paper aims to examine what factor relevancy influences consumers’ preference to use online food delivery platforms in Thailand. Further, it investigates consumers' behavior during the covid-19 pandemic. A questionnaire was used to examine a sample of 400 Thai consumers who were using online food delivery platforms. Collected data were analyzed using a statistical package program in 3 steps: Confirmatory factor analysis, path analysis, structural equation model analysis (SEM). Thai consumers increasingly used food delivery on online platforms during the covid-19 epidemic. The study also found that the platform's ease of use, the food delivery service fees, offers or privileges, and payment security on online food delivery platforms influenced consumers’ future use of online food delivery platforms. The food delivery service fees are the most influential factor in using online food delivery platforms. Future research can explore the role of using online food delivery platforms and their impact on the online food delivery platforms. Online food delivery platform providers should lower their service fees, always be implementing new promotions, provide various coupon codes, and create games so that consumers can win prizes. The online food delivery platform providers need to develop consumer trust, ensure that payments are secure, and enhance the ease of use of their platforms. This study contributes to the emerging literature related to online food delivery platforms by studying the relevancy factor that influences consumers’ preference to use online food delivery platforms, which are critical for the success of any online food delivery platform provider.