影響曼谷地區在家工作消費者選擇餐點外送服務之因素

CCUR > College of International Studies and Foreign Languages > English Program of Global Business > Thesis > Item 987654321/51439

Please use this identifier to cite or link to this item: https://irlib.pccu.edu.tw/handle/987654321/51439

Title:	影響曼谷地區在家工作消費者選擇餐點外送服務之因素 Factors Impact on Purchasing Intention of Working from Home Customers in Food Delivery Application Service at Bangkok
Authors:	沙芮提(UDOMDETCHAIRAT SORAT)
Contributors:	全球商務碩士學位學程碩士班
Keywords:	行銷組合（4Ps）外送App 購買意圖送餐衛生社交孤立 Marketing mix (4Ps) food delivery application purchasing intention food delivery hygiene social isolation
Date:	2022
Issue Date:	2023-03-09 10:16:53 (UTC+8)
Abstract:	隨著泰國外賣申請服務的增加，本研究重點調查影響曼谷外賣申請服務中在家工作的客戶購買意願的因素。該研究研究了在家工作的客戶在外賣應用服務中的購買意願與客戶特徵、營銷組合（4Ps）、外賣衛生、社會隔離和主題規範等各種因素之間的關係。目標受訪者是居住在曼谷的泰國人，他們在 COVID-19 期間有過 WFH 和使用 FDAS 的經驗。該研究工具是一種在線問卷（谷歌表格），旨在收集來自 400 名目標受訪者的數據。所得數據採用統計軟件SPSS統計程序採用定量研究方法進行分析。結果表明，產品、地點和促銷方面的營銷組合（4Ps）對食品配送應用服務的購買意願產生積極影響。此外，送餐衛生和社會隔離也有積極影響。另一方面，客戶特徵（性別、年齡、教育程度、職業、收入）、價格和學科規範沒有影響。這一發現可能有助於食品應用提供商制定產品、地點、促銷、食品配送衛生和社會隔離的營銷策略，以滿足客戶的需求。 As the increasing of food delivery application service in Thailand, this research places focus to investigate the factors that impact on purchasing intention of working from home customers in food delivery application service at Bangkok. The research studies the relationship between working from home customer’s purchasing intention in food delivery application service and various factors including customers characteristics, marketing mix (4Ps), food delivery hygiene, social isolation and subject norm. The targeted respondent is Thai people who live in Bangkok who have experienced in WFH and using FDAS during COVID-19 period. The research instrument is an online questionnaire (Google Form) which developed in order to collect the data from 400 of targeted respondents. The obtained data analyzed by quantitative research method with statistic software SPSS statistic program. The result reveals that marketing mix (4Ps) in term of product, place and promotion positively impact on purchasing intention in food delivery application service. Moreover, foo delivery hygiene and social isolation also have positive influence. On the other hand, customers characteristics (gender, age, educational level, occupation, income), price and subject norm have no influence. This finding may help food application providers in develop marketing strategies for product, place, promotion, hygienic in food delivery and social isolation in order to serve the customer’s demand.
Appears in Collections:	[English Program of Global Business] Thesis

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