Mobile Technology Acceptance, Electronic Word of Mouth Communication Affecting the Decision to Choose a Food Ordering Application Service in Lampang Province

Abstract

This study was aimed to study mobile technology acceptance and electronic word of mouth communication affecting the decision to choose a food ordering application service in Lampang province. The respondents were 391 consumers who used and previously used food ordering services such as Grab food and food panda in Lampang by using questionaries to collect data. Statistical techniques used included frequency, percentage, average, standard deviation and Multiple Regression. Research findings were as followed. 1) The overall opinion level of consumer mobile technology acceptance in Lampang province is at a high level. When considering each aspect, perceived compatibility had the highest average rating. Respectively, perceived usefulness and perceived ease of use were highly rated. 2) Overall, electronic word of mouth communication affecting the decision to choose a food ordering application service in Lampang province was high.  Social network electronic word of mouth had the highest average rating. Respectively, internet electronic word of mouth and VDO online electronic word of mouth highly rated. 3) Hypothesis testing was as followed. Mobile technology acceptance in perceived ease of use, perceived of trust, E- mail electronic word of mouth, VDO online electronic word of mouth and Social network electronic word of mouth affecting the decision to choose a food ordering application service in Lampang province significantly different at the statistical level of .05.