Research on the Factors Influencing the Use Intention of Takeout APP Based on Structural Equation Model
A Case Study of Grab, Thailand
DOI:
https://doi.org/10.54097/fbem.v8i3.7826Keywords:
Product factors, Thailand Grab takeout APP, Performance expectancy, Service quality.Abstract
In the context of the Internet economy, takeout APP has attracted the attention of many consumers because of its convenience, quickness, discounts and other characteristics. At present, more and more people are used to ordering, placing orders, paying and other operations through takeout apps. This new consumption mode has penetrated into all aspects of our daily life. Like Ramseook-Munhurrun and Nundlall (2013) added physical environmental quality as an important component of service quality based on Gronroos research in 1984.However, for the platform, information sharing between consumers and businesses can be achieved through takeout APP. Under this sharing mode, the platform can not only improve the service quality of businesses, reduce distribution costs and customers' shopping experience, but also enhance users' willingness to consume. Therefore, it is not only a marketing strategy for merchants to recommend takeout APP to consumers, but also a good platform for the development of the takeout industry. This study takes the Grab takeout APP in Thailand as an example, and uses the literature research method and questionnaire method to study the causes of its use intention. In the research process, the questionnaire survey method was used to collect data and analyze them, and then the structural equation model was used to verify the results of prediction; In the end, the results are displayed through data visualization analysis, hoping to bring some reference.
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