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Comparative Analysis of Key Factors Encouraging Food Delivery App Adoption Before and During the COVID-19 Pandemic in Thailand

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  • Jankit Chotigo

    (Graduate School of Technology Management, Ritsumeikan University, Osaka 567-8570, Japan)

  • Yasuo Kadono

    (Graduate School of Technology Management, Ritsumeikan University, Osaka 567-8570, Japan)

Abstract

This study examines and compares the crucial factors encouraging Thai customers to use food delivery apps before and during the COVID-19 pandemic on the basis of the modified conceptual paradigm of Unified Theory of Acceptance and Use of Technology 2 (UTAUT2), including the following external factors: trust, convenience, application quality, and satisfaction. Data were collected from 220 food delivery app users before the pandemic and 250 food delivery app users during the pandemic. The data were analyzed using structural equation modeling based on AMOS 23.0 to test model validity and the study hypotheses. The results indicated that satisfaction was influenced by social influence, trust, convenience, and application quality in both the before- and during-the-COVID-19-pandemic samples. In addition, price value was a significant predictor of satisfaction before the pandemic but not during the pandemic, whereas habit was found to significantly influence satisfaction before the pandemic but was found to negatively influence satisfaction during the pandemic. Additionally, the results of both samples showed that customers with a high level of satisfaction using a food delivery app were more likely to keep using it. The findings may assist marketers in developing appropriate strategies for food delivery app activities.

Suggested Citation

  • Jankit Chotigo & Yasuo Kadono, 2021. "Comparative Analysis of Key Factors Encouraging Food Delivery App Adoption Before and During the COVID-19 Pandemic in Thailand," Sustainability, MDPI, vol. 13(8), pages 1-25, April.
    • Handle: RePEc:gam:jsusta:v:13:y:2021:i:8:p:4088-:d:531273
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    2. Burlea-Schiopoiu, Adriana & Puiu, Silvia & Dinu, Adina, 2022. "The impact of food delivery applications on Romanian consumers’ behaviour during the COVID-19 pandemic," Socio-Economic Planning Sciences, Elsevier, vol. 82(PA).
    3. Yao, Pinyi & Li, Yezheng, 2024. "Why employees continue to use O2O food delivery services? Moderating role of sedentary behavior," Journal of Retailing and Consumer Services, Elsevier, vol. 76(C).
    4. Allicia Deana Santosa & Nuryanti Taufik & Faizal Haris Eko Prabowo & Mira Rahmawati, 2021. "Continuance intention of baby boomer and X generation as new users of digital payment during COVID-19 pandemic using UTAUT2," Journal of Financial Services Marketing, Palgrave Macmillan, vol. 26(4), pages 259-273, December.
    5. Nan Hua & Randall Shannon & Murtaza Haider & George P. Moschis, 2023. "Factors Influencing Purchase Intention of Food Surplus through a Food-Sharing Platform," Sustainability, MDPI, vol. 15(17), pages 1-20, August.
    6. Maria Jose Andrade-Cuvi & Cesar Montalvo & Carlota Moreno-Guerrero, 2023. "Vegetable and fruit consumption during the COVID-19 lockdown: eating habits in Ecuador," Agricultural and Food Economics, Springer;Italian Society of Agricultural Economics (SIDEA), vol. 11(1), pages 1-20, December.
    7. Jina Jang & Eunjung Lee & Hyosun Jung, 2022. "A Study of Consumers’ Perceptions of Take-Out Food before and after the COVID-19 Outbreak: Applying Big Data Analysis," Sustainability, MDPI, vol. 14(19), pages 1-23, September.

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