Relationship between Fresh Food Quality and the Decision-Making Process of Online Shopping through Applications by Following the New Norms

Authors

  • Supaporn Khiewchu Facuty of Home Economics Technology, Rajamangala University of Technology Phra Nakhon
  • Jomkhwun Suwannarak Facuty of Home Economics Technology, Rajamangala University of Technology Phra Nakhon
  • Wichai Charoenthanmanon Facuty of Home Economics Technology, Rajamangala University of Technology Phra Nakhon

Keywords:

Quality of fresh food, Decision making procedure, Online application

Abstract

               This study also aims to examine the significance of fresh food quality which affects the decision to buy products online. Through the application, we follow the new norms and study the correlation between food quality and decision-making procedures that encourage customers to buy food online. This research collected data from 400 Thai participants experienced in using the online application to order fresh food at least once. The results show that food quality affects customer decisions to buy fresh food through the online application under the new norms. Both individually and overall, results were at their highest levels. Analysis of the relationship between fresh food quality and decision-making progress of fresh food purchases through online application under the new norms, showed results at the medium level. In ascending order were Safety of Consumption, Quality of Sensory, and physical quality.

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Published

2021-06-20

How to Cite

Khiewchu, S. ., Suwannarak, J. ., & Charoenthanmanon, W. . (2021). Relationship between Fresh Food Quality and the Decision-Making Process of Online Shopping through Applications by Following the New Norms. Suan Sunandha Asian Social Science, 15(1), 56–65. retrieved from https://so05.tci-thaijo.org/index.php/ssajournal/article/view/251506

Issue

Vol. 15 No. 1 (2021): ๋January-June 2021

Section

Reseach Articles

License

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