Technology acceptance and service convenience on repeat purchase decision of food delivery business in Thailand

Abstract

The purpose of this research is to explore the impact of technology acceptance and service convenience on the repeat purchase decisions of the food delivery business, Data were collected from consumers 400 using food ordering services through mobile application in Thailand. Questionnaires was used as data collecting tool. Descriptive Statistic, Multiple Correlation Analysis and multiple regression analysis were applied to analyst data. The results show that consumers who use food delivery service via mobile application express strong perception on technology acceptance includes benefits of use, ease of use and intention to use. Moreover, there are strong perception on service convenience includes access continence, transaction convenience, and post-purchase convenience. Technology acceptance in the aspect of perceived benefits of use, ease of use, and the intention of use have positive impact and are related to repeat purchase decisions. Service convenience variables, include access convenience, transaction convenience, and after the purchase convenience also hold positive and strong relation toward repeat purchase decision. It is therefore essential for food deliverty business to develop their applications that maximize the ease of use, transaction convenience, and access convenience which will optimize customer satisfaction and enhance repeat purchase decision.