Abstract

This study aims to 1) investigate the factors influencing the decision to use food delivery services through the food delivery app among local restaurant operators in the Mueang District, Nakhon Si Thammarat Province, and 2) compare the factors affecting the decision to use food delivery services through the food delivery app among local restaurant operators in the Mueang District, Nakhon Si Thammarat Province. The population of this study includes restaurants that use food delivery services through the GrabFood and Foodpanda delivery apps. A questionnaire was used as a tool to collect data from a sample group of 182 individuals. Statistical analysis used in data analysis includes frequency, percentage, mean, standard deviation, one-way ANOVA, and multiple regression analysis.
The study found that the factors influencing the decision to use food delivery services through the food delivery app among local restaurant operators in the Mueang District, Nakhon Si Thammarat Province, were primarily related to social changes, marketing factors, perception, and acceptance of technology. These factors significantly influenced the decision to use food delivery services through the app.