Indicators of the Success of Using the Food Ordering Applications during the COVID-19 Pandemic

Abstract

            This study aimed to (1) study characteristics of users using food ordering applications  during the COVID-19 pandemic (2) study level of decision making in using the food ordering application during the COVID-19 pandemic and (3) develop a model of success indicators of the use of food ordering applications during the COVID-19 pandemic. The Sample was 400 users who used food ordering application during the of COVID-19 pandemic. The questionnaires were used to collect data. The statistics for data analysis were descriptive statistics and hypothesis testing: the Structural equation modelling (SEM). The findings revealed that (1) most users were female, got a Bachelor’s degree, worked for a private company/enterprise, earned 20,001 - 30,000 Baht, used the application anywhere and anytime, used the application 10 - 15 times per month, often used it on Monday during 11.00 - 13.00, (2) the most  successful indicator was the digital advertising, and (3) the model of success indicators of the use of food ordering applications during the COVID-19 pandemic was appropriate because it is consistent with the empirical data.