TECHNOLOGY ACCEPTANCE AND MOTIVATION AFFECTING ON THE INTENTION TO REUSE OF FOOD DELIVERY SERVICE VIA MOBILE APPLICATION OF CONSUMERS IN BANGKOK DURING COVID 19 PANDEMIC SITUATION

Abstract

The objectives of this research are to study technology acceptance and motivation affecting on the intention to reused of food delivery service via mobile application of consumers in Bangkok during Covid 19 pandemic situation. The survey research was employed and data were collected from 400 consumers in Bangkok who used to use food delivery service via mobile application during Covid 19 pandemic situation. The statistical techniques used to analyze the data included percentage, mean, standard deviation, and multiple regression analysis. Research results showed technology acceptance had an effect on the intention to reused of food delivery service via mobile application of consumers in Bangkok during Covid 19 pandemic situation. Perceived Ease of Use was the element of technology acceptance that had the most effect, followed by Perceived Risk, Perceived Usefulness and Trust, respectively. These 4 technology acceptance elements could explain 35 % of the intention to reused of food delivery service via mobile application of consumers in Bangkok during Covid 19 pandemic situation (R²=0.350). This study also found that motivation had an effect on the intention to reused of food delivery service via mobile application of consumers in Bangkok during Covid 19 pandemic situation. Product Buying Motives was the element of motivation that had the most effect, followed by Rational Buying Motives, Emotional Buying Motives, and Patronage Buying Motive, respectively. These 4 motivation elements could explain 43.70% of the intention to reused of food delivery service via mobile application of consumers in Bangkok during Covid 19 pandemic situation (R²=0.437).