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http://cmuir.cmu.ac.th/jspui/handle/6653943832/77876| Title: | ปัจจัยที่มีผลต่อการตัดสินใจของผู้บริโภคในจังหวัดเชียงใหม่ต่อการใช้แอปพลิเคชันบริการจัดส่งอาหาร |
| Other Titles: | Factors affecting decision of consumers in Chiang Mai province towards using food delivery service applications |
| Authors: | ฑิคัมพร บาลลา |
| Authors: | อรชร มณีสงฆ์ ฑิคัมพร บาลลา |
| Keywords: | การตัดสินใจ;ผู้บริโภค;ใช้แอปพลิเคชันบริการจัดส่งอาหาร |
| Issue Date: | 15-Sep-2022 |
| Publisher: | เชียงใหม่ : บัณฑิตวิทยาลัย มหาวิทยาลัยเชียงใหม่ |
| Abstract: | This study intended to examine factors affecting decision of consumers in Chiang Mai province towards using food delivery service applications. Data were gathered from 400 samples as selected by the convenient sampling method. Online questionnaires were used as the tool to collect data. Data obtained were analyzed by frequency, percentage, mean, and standard deviation. The multiple regression was also applied in the hypothesis testing process. In summary, the findings revealed that factors affecting decision of consumers in Chiang Mai province towards using food delivery service applications included X1: Performance Expectancy (PE) Beta .294; X2: Effort Expectancy (EE) Beta .381; X3: Social Influence (SI) Beta . 191; X4: Trust (TR) Beta .085; and X5: Perceived Risk Beta .135. These factors could affect Y: Service Intention (SVI) at 41.40% (R2 = .414) of the variance value of dependent variables |
| URI: | http://cmuir.cmu.ac.th/jspui/handle/6653943832/77876 |
| Appears in Collections: | BA: Independent Study (IS) |
Files in This Item:
| File | Description | Size | Format | |
|---|---|---|---|---|
| 631532133 ฑิคัมพร บาลลา.pdf | 2.33 MB | Adobe PDF | View/Open Request a copy |
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