Attributes of Delicatessen that Influence Consumer Purchasing Decisions through E-marketplaces in Bangkok and Surrounding Areas
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Abstract
This study aimed to examine 1) the socioeconomic characteristics and consumer behavior of individuals purchasing ready-to-eat food through e-commerce platforms in Bangkok and its metropolitan area, and 2) analyze the attributes of ready-to-eat food influencing consumer purchasing decisions through e-marketplaces. A quantitative research approach was employed. Data were collected from 400 respondents using convenience sampling with screening criteria, including only those who had purchased ready-to-eat food through e-commerce platforms within the past year. The research instrument was a structured questionnaire, and data were collected through a field survey. The data were analyzed using descriptive statistics, multiple regression analysis, and conjoint analysis.
The results indicate that most consumers are working-age individuals with moderate income who prefer purchasing ready-to-eat food online, with key considerations including taste, price, and platform reliability. However, the conjoint analysis reveals that the most influential attributes are review ratings, shelf life, and ingredient labels. Review ratings, as a form of social proof, have the highest importance, while price has the lowest level of importance.
These findings support the concepts of information asymmetry and perceived value, indicating that information that reduces uncertainty, such as reviews and product labels, plays a crucial role in purchase decisions in e-commerce contexts. Entrepreneurs should focus on managing product reviews, providing transparent product information, and maintaining delivery quality to enhance consumer confidence and stimulate purchase decisions.
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