OFD Platform Factors, Customer Experience, Attitude and Behavioral Intention towards OFD Service in Southern of Thailand
Master of Management Science (Business Administration), 2022
Saved in:
| Main Author: | |
|---|---|
| Other Authors: | |
| Format: | Theses and Dissertations |
| Language: | English |
| Published: |
Prince of Songkla University
2023
|
| Subjects: | |
| Online Access: | http://kb.psu.ac.th/psukb/handle/2016/18014 |
| Tags: |
Add Tag
No Tags, Be the first to tag this record!
|
| Institution: | Prince of Songkhla University |
| Language: | English |
| id |
th-psu.2016-18014 |
|---|---|
| record_format |
dspace |
| spelling |
th-psu.2016-180142023-04-19T09:07:39Z OFD Platform Factors, Customer Experience, Attitude and Behavioral Intention towards OFD Service in Southern of Thailand Hadear Hayeebanung Wanamina Bostan Ali Faculty of Management Sciences (Business Administration) คณะวิทยาการจัดการ ภาควิชาบริหารธุรกิจ Online Food Delivery Service Attitude toward Online Food Delivery Service Behavioral intention Online Food Delivery Service Convenience motivation Master of Management Science (Business Administration), 2022 The purpose of the study aims to investigate the factors of online food delivery service platform, customer experience, attitude and behavioral intention towards OFD service in Southern Thailand. OFD service is a platform that helps customers who are busy, who do not work, who do not want to leave home, or who want to eat quickly and conveniently without leaving home to meet and satisfy their needs. This research introduces an inclusive theoretical model of research was defense conceptual model. This study aims to study aboutOnline Food Delivery Service platform factors, customer experience, attitude and behavioral intention towards OFD service in southern of Thailand. The theory of reasoned action (TRA) was employed to develop the conceptual framework. The researcher added one more independent variable: service quality following previous research adjusted from Reynaldo’s framework. Convenience motivation was a mediator variable between independent variables (hedonic motivation, prior purchase experience, price saving orientation, time saving orientation, service quality) and dependent variables (convenience motivation, attitude and behavioral intention towards OFD services). The study sample included three provinces: aged at least 19 years, having experience using Online food delivery service and living in Yala, Pattani and Narathiwat. The sample size was 305 samples. The questionnaire was distributed online via Google Forms. The data was analyzed using Structural Equation Model (SEM) in SPSS AMOS. Univariate and multivariate analyses were used to clean the data. Data also was utilized to determine reliability, validity, and correlation. Following that, the researcher evaluated data to determine the demographic information of respondents. Next, path analysis was done by the researcher to determine the association between variables. The result showed that hedonic motivation, prior online purchase experience, and time-saving orientation were both isolated, with no significance during convenience motivation. Hedonic motivation is not significantly positive influence on convenience motivation. Prior online purchase experience is not significantly positive influence on convenience motivation. Timesaving orientation is not significantly positive influence on convenience motivation. Price-saving orientation has a significant positive influence on Convenience motivation. Service quality is significantly positive influence on Convenience motivation. Convenience motivation is significantly positive influence behavioral intention while attitude is significantly positive influence behavioral intention towards OFD services. Finally, the findings indicate that the given hypotheses were accepted, except for the relationship between hedonic motivation and convenience motivation, prior online purchase experience and convenience motivation, time-saving and convenience motivation. Implications of the study and limitations are discussed. 2023-04-19T09:07:39Z 2023-04-19T09:07:39Z 2022 Thesis http://kb.psu.ac.th/psukb/handle/2016/18014 en Attribution-NonCommercial-NoDerivs 3.0 Thailand http://creativecommons.org/licenses/by-nc-nd/3.0/th/ application/pdf Prince of Songkla University |
| institution |
Prince of Songkhla University |
| building |
Khunying Long Athakravi Sunthorn Learning Resources Center |
| continent |
Asia |
| country |
Thailand Thailand |
| content_provider |
Khunying Long Athakravi Sunthorn Learning Resources Center |
| collection |
PSU Knowledge Bank |
| language |
English |
| topic |
Online Food Delivery Service Attitude toward Online Food Delivery Service Behavioral intention Online Food Delivery Service Convenience motivation |
| spellingShingle |
Online Food Delivery Service Attitude toward Online Food Delivery Service Behavioral intention Online Food Delivery Service Convenience motivation Hadear Hayeebanung OFD Platform Factors, Customer Experience, Attitude and Behavioral Intention towards OFD Service in Southern of Thailand |
| description |
Master of Management Science (Business Administration), 2022 |
| author2 |
Wanamina Bostan Ali |
| author_facet |
Wanamina Bostan Ali Hadear Hayeebanung |
| format |
Theses and Dissertations |
| author |
Hadear Hayeebanung |
| author_sort |
Hadear Hayeebanung |
| title |
OFD Platform Factors, Customer Experience, Attitude and Behavioral Intention towards OFD Service in Southern of Thailand |
| title_short |
OFD Platform Factors, Customer Experience, Attitude and Behavioral Intention towards OFD Service in Southern of Thailand |
| title_full |
OFD Platform Factors, Customer Experience, Attitude and Behavioral Intention towards OFD Service in Southern of Thailand |
| title_fullStr |
OFD Platform Factors, Customer Experience, Attitude and Behavioral Intention towards OFD Service in Southern of Thailand |
| title_full_unstemmed |
OFD Platform Factors, Customer Experience, Attitude and Behavioral Intention towards OFD Service in Southern of Thailand |
| title_sort |
ofd platform factors, customer experience, attitude and behavioral intention towards ofd service in southern of thailand |
| publisher |
Prince of Songkla University |
| publishDate |
2023 |
| url |
http://kb.psu.ac.th/psukb/handle/2016/18014 |
| _version_ |
1764209944325783552 |