Factors Affecting Generation Y Consumers’ Satisfaction with the Use of the Lineman Application : Applying Technology Acceptance Model
DOI:
https://doi.org/10.14456/ajmt.2024.22Keywords:
Perceived Ease of Use, Perceived Usefulness, Food Delivery, ApplicationAbstract
This research aims to investigate the influence of perceived ease of use on perceived usefulness of the application, the impact of perceived ease of use on consumer satisfaction, and the influence of perceived usefulness on consumer satisfaction by applying the Technology Acceptance Model. The research sample comprised 250 Generation Y consumers in Bangkok who use the Lineman application. Data were collected through a questionnaires and analyzed using statistical software. The statistical analysis included frequency, percentage, mean, standard deviation, and multiple regression analysis. The results revealed that perceived ease of use significantly influenced perceived usefulness of the application. Moreover, both perceived ease of use and perceived usefulness demonstrated significant positive impacts on Generation Y consumers’ satisfaction. Therefore, food delivery platform developers should focus on developing application systems that are easy and convenient to use to enhance consumer satisfaction.
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