อิทธิพลการรับรู้ลักษณะเด่นของร้านอาหารประเภทก๋วยเตี๋ยวเรือ ต่อความตั้งใจใช้บริการในช่องทางออนไลน์ของผู้บริโภค ในอำเภอเมืองเชียงใหม่

Abstract

The Independent Study objective is to examine the Consumer’s behavior upon service intentions to use Online services to order their Boat Noodle in Mueang Chiang Mai. The overall sample group from the study comprises 400 consumers. Out of the total, 120 consumers have decided to order their Boat noodles through restaurant direct online channels, for example Facebook, Instagram, and Line. Leaving an amount of 280 customers ordering their dishes through the Food Delivery platform, for example Food Panda, Grab and Lineman. The descriptive statistic tool consists of Frequency, Percentage, Mean and Standard Deviation. For the hypothesis tests, the study uses the Factor Analysis, Reliability and Multiple Linear Regression techniques. The result mostly comes from the demographic sample of female consumers; ages within 31-35; works at a private company; has an income range of 15,001-30,000 Baht; and has a bachelor’s level degree. As per their consumer behavior, the study shows that they regularly dine out with their spouse at a Boat Noodle store 1-4 times per month, mostly ordering pork side dishes and barely orders beverages. The spending amount per meal totaling above 90 Baht per meal and in overall the most important factor that influences the consumer’s behavior is the fastness of food preparation. The result from using the Factor Analysis reveals that there are 2 new factors, including Accessibility Sense and Special Sense. Firstly, there are 4 variables that can be used in this factor because the P-Value are less than the signification level of 0.05. The component is easy to order in online channel, easily order process, quickly service, and fastness of preparing order. Secondly, the special sense is including there are kitchen and restaurant pictures, and easily ordering