พฤติกรรมของผู้บริโภคเจเนอเรชันแซดในอำเภอเมืองเชียงใหม่ต่อการใช้บริการสั่งอาหารแบบจัดส่งผ่านโมไบล์แอปพลิเคชัน

Abstract

This independent study aimed to study the behaviors of generation Z consumers in Mueang Chiang Mai District toward food delivery through mobile applications. The samples used in this research were a total of 3 8 5 generation Z populations residing in Mueang Chiang Mai District. An online questionnaire was a data collection instrument. Statistical data analysis was done through frequency, percentage, mean, two-way frequency table and Independent-Sample T test.The study found that, with regard to the consumer behaviors (1), the majority of respondents held the secondary school level or below and they were students. Most of them ordered Thai food for their main dishes with the average expenses of 101 -200 Baht/time per person. They preferred this service because it was convenient and less time-consuming for eating. They made a decision for such service by themselves and ordered the food for only one person. In general, consumers used the service from 12.01 to 6.00 p.m. from their apartments/condominiums through food delivery mobile applications with user-friendly features. With respect to the online marketing mix (2): (2.1) for Product, the respondents viewed that mobile applications with a variety of restaurants influenced their highest level of decision making; (2.2) for Price, they revealed that mobile applications with a suitable service rate influenced the highest level of their decision making; (2.3) for Place, they agreed that mobile applications with a suitable, user-friendly payment occupied the highest level of influence over their decision making; (2.4) for Promotion, they viewed that mobile