FACTORS INFLUENCING THE MODEL OF ONLINE FOOD PURCHASING BEHAVIOR UNDER COVID-19 PANDEMIC SITUATION
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Abstract
The purposes of this research were (1) to analyze and identify factors influencing online food purchasing behavior; and (2) to develop an online food purchasing behavior model. This research was a quantitative research. The respondents were 264 consumers who purchased food online from branded restaurants in Bangkok metropolitan area such as S&P, Yayoi, Fuji, MK Suki, and Pizza Company. Data were analyzed with the use of structural equation modeling (SEM). The results showed that the marketing mix factors, especially the distribution channels and marketing promotion had influences on online food purchasing behavior and attitude. Therefore, if entrepreneurs improve distribution channels to be easier to access, more convenient and fast, and conduct campaigns for attractive marketing promotion, the consumers will increase their online food purchasing, particularly when consumers are satisfied with the products and services. In addition, the reference group, lifestyle, and motivation also had influences on online food purchasing behavior and attitude. Therefore, entrepreneurs need to develop factors such as improving the ordering process, adding new distribution channels, determining the appropriate marketing strategies, and Improving products and services to meet quality standards in order to stimulate sales volume and increase competitiveness during the COVID-19 pandemic situation.
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