อิทธิพลของการรับรู้คุณภาพการบริการอิเล็กทรอนิกส์ต่อความตั้งใจใช้บริการแอปพลิเคชันสั่งอาหารซ้ำของผู้บริโภคในอำเภอเมืองเชียงใหม่

Abstract

The purpose of this research was to study the influence of the perceived E-service quality on intention torepeating services of food delivery applications among consumers in Mueang Chiang Mai District. By using a questionnaire to collect data from a sample of 300 consumers who study, work or live in Mueang District of Chiang Mai Province and have used a food delivery application at least 1 time within 3 periods month. The statistics used to analyze the data were frequency, percentage, mean, standard deviation. and multiple regression analysis.

The results showed that most of the respondents were female. Have an education level in the bachelor's level, single status, occupation as a student. Average monthly income is 20,001 -30,000 baht. Live at home. There are 2 food delivery applications on mobile phones or smartphones. The main application used is Grab Food. The time for ordering food is from 11:01 a.m. - 1:00 p.m., frequency of usage is 1-2 times a week. The average value per time to order food or beverages is 101 – 150 baht. Days chosen for service are Monday - Friday, with the main purpose of bringing their own food, which the type of product to order is Main meals such as noodles/rice/fast food. And the perceived E-service quality affects to the intention to repeating services of food delivery application of consumers in Mueang Chiang Mai District at a significance level of 0.05 by Efficiency. It had the greatest effect on the consumers' intention to repeating servicesof food deliveryapplication in Mueang Chiang Mai District as anoverall, followed by Fulfillment and Privacy. As for the System Availability, it does not affect the intention torepeating services of consumers in Mueang Chiang Mai District as an overall