|Project Title:||An Analysis of the Research Factors of College Students Continuing Use of Takeaway App
|Advisor:||Ass. Professor.Ching-Fang Chi|
|Degree:||Master of Business Administration|
|Major:||International Master of Business Administration|
Yang, Xu. (2017). An analysis of the research factors of college students continuing use of takeaway app. (Master’s independent study). Bangkok: Master in Business Administration, Siam University.
With Prime Minister Li Keqiang put forward the concept of” Internet +”, internet has produced a variety of Internet products. The purpose of this study is to explore the factors that college student continue to use the takeaway app. This study, combined with previous studies,combining with the characteristics of this study.This paper put perceived performance into the model.Perceived performance includes four aspects of perceived usefulness, perceived convenience, perceived quality and perceived price advantage,to study the direct impact factors of perceived performance on the college students’ willingness to use. In terms of data collection, through the line off and the line in two ways to collect the questionnaire. In the research method, this paper describes the data and factor analysis.
In this study, through empirical research, the perceived quality of the user has no significant effect on the continue to use,college student perceived price advantage has no significant effect on the continue to use.Perceived usefulness, perceived convenience have a significant positive impact on the college student continue to use.College student satisfaction has a significant impact on the college student continue to use.Perceived usefulness, perceived convenience, perceived price advantage, and perceived quality have a significant positive effect on expectation confirmation. From the overall impact of factors,expectation confirmation has the greatest impact, followed by customer satisfaction, perceived convenience and perceived usefulness. This study is based on the results of the study and combined with the actual situation of catering 020 industry,this paper put forward marketing advice and summarizes the research deficiencies and future prospects.
Keywords: takeaway app, perceived performance, continued to use, college students.
An Analysis of the Research Factors of College Students Continuing Use of Takeaway App
International Master in Business Administration (IMBA), Siam University, Bangkok, Thailand