Causal Relationship of Consumer Behavioral Intention to Use Food-Ordering Applications in the COVID-19 Pandemic Situation in Thai Social

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Pongpun Anuntavoranich
Thadathibesra Phuthong


The purpose of this research was to study the causal relationship of consumer behavioral intentions to use food-ordering applications in the COVID-19 pandemic situation. The participants were 200 people who were accustomed to the food ordering application. Conduct with a qualitative technique. The research instrument was a questionnaire by purposive sampling. And using the Structural Equation Model with Partial Least Squares technique for testing hypotheses. The findings revealed that attitude to use was the most influential factor that affected behavioral intention to use mobile food-ordering applications, followed by the desire to use, motivated consumer innovativeness socially, cognitively, hedonically, and functionally, respectively. The motivated consumer innovativeness functionally, hedonically, cognitively, and socially as an antecedent to having a positive direct effect on the desire to use, through attitude to use, to behavioral intention to use food-ordering applications. The findings of this research highlight the significance of comprehending the effects and causal model of motivated consumer innovativeness on behavioral intention to use food-ordering applications.


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Research Article
Author Biography

Thadathibesra Phuthong, Faculty of Management Science, Silpakorn University

คณะวิทยาการจัดการ มหาวิทยาลัยศิลปากร 1 หมู่ 3 ต. สามพระยา อ. ชะอำ จ. เพชรบุรี 76120


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