OFD Platform Factors, Customer Experience, Attitude and Behavioral Intention towards OFD Service in Southern of Thailand

Abstract

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.