The purpose of this research is to understanding consumer purchasing-decision-making concerning online food delivery service application among Thai generation Y in Bangkok,
Thailand including consumer behaviour, consumer perception, consumer preference and motivation factors that drive the consumer to make a decision in using online food delivery
service application. The primary data of the research was collected from 270 participants through an online questionnaire published by using the University Qualtrics programs. There
are 4 parts in the research questionnaire 1. Screening question part, to capture the right targeted of the research 2. Demographic information, to identify the group of Thai gen Y in
Bangkok 3. Consumer behavioural including Consumer Usages, Awareness, Perception and Preference 4. Decision-making factors, Motivation and level of satisfaction of the consumer,
including open-ended opinions from the experienced users towards online food delivery service application. The secondary data and existing researches are also used in the
discussion part to draw a research conclusion.
The outcomes from the data analysis part revealed that Thai generation Y is considered the high active users in this category. They perceived the online food delivery application as for
convenience. The main factor for a decision making is the user experience, in words, the user-friendly of the application. Time-saving is the key motivation that triggers the consumer
to turn to use the online food delivery application.
Last but not least, the researcher hoped that the dissertation results could be useful data and information that well-reflect the consumer behaviour of Thai generation Y in Bangkok
towards online food delivery service application. Furthermore, it is anticipated that this dissertation would have strong implications for the businesses to develop and improve the
online food delivery application market in the future.
Keywords: Consumer behaviour, Online food delivery application, Consumer decision making, Thai generation Y in Bangkok
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