Study On The Influencing Factors Of Thai Consumers’ Willingness To Order Food Continuously Using Takeout Platforms

In 2020,the epidemic situation will rage around the world.As one of the most affected countries in Asia,Thailand’s online delivery platform has developed very rapidly during the epidemic.Although taking out is convenient,compared with cooking at home,there are many disadvantages in the takeout industry.The biggest problem is food safety.Jeans(2021),a professor at the Business School of Thailand Chamber of Commerce University,said in an interview with the Siam Daily that the epidemic has helped the rapid development of takeout,but takeout may not be widely accepted by consumers due to its delivery time,food safety and other issues.Because of my experience as an overseas student in China,I believe that although the epidemic has contributed to the development of the online ordering and takeout industry to a certain extent,online platform takeout will gradually become the mainstream dining mode because of its convenience.Therefore,the author takes“Research on the influencing factors of Thai consumers’ willingness to continue using the takeout platform”as the topic.The article uses the integrated technology acceptance and use model to build the empirical model of the article.The article takes performance expectation,effort expectation,social impact,promotion conditions,product factors and perceived risk as independent variables,the continuous use of takeout platform ordering by consumers as dependent variables,and the consumer’s gender,age,and network use experience as control variables,and conducts empirical analysis through SPSS23.0.The results show that product factors,performance expectations,promotion conditions,perceived risk,network experience and gender significantly affect Thai consumers’ willingness to continue to use LINE MAN takeout platform to order meals;Effort expectation,social impact and age have no significant impact on Thai consumers’ willingness to continue using the LINE MAN takeout platform to order meals.Finally,the article puts forward such countermeasures as“paying attention to the quality of takeout products”,“improving consumer satisfaction through discounts,etc.”,“ensuring consumer information security”,“optimizing the platform system and improving service quality”to promote the development of Thailand’s 020 takeout industry.