An Empirical Study on the Factors Influencing the Use Intention of Takeout App — A Case Study of Grab, Thailand

Last modified: October 3, 2023
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Title: An Empirical Study on the Factors Influencing the Use Intention of Takeout App — A Case Study of Grab, Thailand
Author: Guo Jiawei
Advisor: Dr. Zhang Li
Degree: Master of Business Administration
Major: International Business Management
Faculty: บัณฑิตวิทยาลัย (Graduate School)
Academic year: 2566 (2023)
Published:
Url:
The 7th STIU International Conference “Leadership & Social Sustainability in the Tech-Driven Era” on 19-21 August 2023
STIU 

Abstract

The purpose of this article is to analyze the influencing factors of Thai Grab takeout app users, which is of great significance in improving user experience and encouraging merchants to provide better services.There were four research objectives:1)To clarify that the basic service quality of Grab takeout app has a positive impact on customer satisfaction.2)To verify that the value-added service quality of Grab takeout app has a positive impact on customer satisfaction. 3)To confirm that transparency mechanisms have a positive impact on customer satisfaction. 4)To identify that customers’ trust in Grab takeout app service providers may affect customer satisfaction. This article uses quantitative analysis, with value management theory, customer satisfaction theory, and service quality theory as the main theories. The subject of this study is “Grab, Thailand”. By predicting users’ usage intentions, it focuses on analyzing the actual problems that consumers have in the consumption process of Grab takeout APP. Then, 361 questionnaires were sampled and tested, and the validity of the data was verified through reliability and validity analysis, correlation analysis, and regression analysis. From the perspective of user intention and development of Grab Delivery APP (independent variable), analyze the impact of three variables: basic service quality, value-added service quality, transparency mechanism, and customer trust in Grab Delivery APP service providers To verify if there is an impact on customer satisfaction (dependent variable).The results are as follows:The regression coefficient value of perceived risk was 0.367(t=5.299, P =0.0000.05), which meant that the promoting factors did not influence the willingness to use.The regression coefficient value of effort expectation is 0.057(t=0.767, P =0.444>0.05), which means that effort expectation does not influence willingness to use, and the lower the value is, the stronger the willingness to use.The regression coefficient value of performance expectation is 0.143(t=2.128, P =0.035meaning that performance expectation significantly influences use intention. Summary analysis shows that perceived risk, social impact and performance expectation significantly influence use intention.The objective was to help the platform can improve the service quality of businesses, raise customers’ shopping experience, and enhance users’ willingness to consume.

Keywords: product factors, Thailand Grab takeout APP, social impact, performance expectations, promotion conditions


An Empirical Study on the Factors Influencing the Use Intention of Takeout App — A Case Study of Grab, Thailand

Master of Business Administration (International Program), Siam University, Bangkok, Thailand

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