FACTORS AFFECTING RE-PURCHASE DECISIONS THROUGH FOOD DELIVERY APPLICATIONS

Abstract

Abstract— The purpose of this research was to study demographic factors and marketing mix factors affecting consumers' re-purchase decisions through food delivery applications. The samples used in the study were 400 consumers using mobile food delivery applications and living in Bangkok and its vicinity. The instrument used was a questionnaire and data were analyzed by descriptive statistics, Chi-square statistics and Multiple regression analysis. The results showed that different personal factors of gender and marital status did not differ in the effect of repeat use of mobile food delivery applications service. In addition, personal factors of age, education level, occupation, and monthly income have repeated using of different mobile food delivery applications service at the statistical significance level of 0.05. Moreover, it was also found that the service marketing mix factors in the aspect of product, price, place or distribution channels, marketing promotion, and process factors affecting consumers' repeat using mobile food delivery applications service at a statistical significance level of 0.05. While service marketing mix factors in the aspect of person and physical evidences did not affect consumer re-purchase decisions through food delivery applications.