Consumer Behaviors Affecting Online Food Delivery Businesses Success During Corona Virus 2019 (COVID-19) Pandemic
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Abstract
This research was aimed (1.) to study online food delivery services in terms of consumer behaviors, during Pandemic of COVID-19 and (2.) to study consumer behaviors that have an effect on the success of online food delivery during this Pandemic. Mixed Method was conducted for this research. The researcher would indebt-interview about the success of this businesses during with 10 shops and 30 consumers before questionnaire designing and launching. Population were consumers who used to use food delivery services, for 30 persons and 10 shops providing online ordering. Sample group called for 400 people of consumers only in Bangkok. Questionnaires were investigated to reach confidence as 0.951. The researcher used Frequency, mean, SD. And Stepwise Multiple Regression Analysis as statistic tools for analyzing. The researcher found that 1) Consumer behaviors of online food delivery services on motivations were at 3.93 as the most, on attitudes were at 3.83 and on perceptions were 3.75 as a much, such all factors were meaningful. 75% of people used these services increasingly. On marketing strategies, these services could connect many shops into their application. Also, they could set their own price. On the riders made the faster delivery as their advantages followed by easy-to-use applications. 3) Consumer behaviors of online food delivery services during this Pandemic were found that motivations and attitudes were the most significant factor for all perspectives of success
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