Factors Influencing the Online Food Delivery Business after the Outbreak of Coronavirus Disease 2019
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Abstract
Due to the widespread outbreak of coronavirus disease 2019 (COVID-19), governments and businesses had to adapt how food was delivered to align with new lifestyles. The purposes of this research were to study information about online food delivery service businesses and to examine the factors influencing them. The study also examined a model for forecasting decision-making processes related to online food delivery businesses based on the marketing mix and the new marketing mix after the outbreak of COVID-19. Data were collected using a questionnaire administered to 405 people including entrepreneurs who provide online food ordering or delivery services, riders who deliver food online, and users who order food online in Bangkok. The overall study found that different genders, ages, and educational levels had no significant differences in decision-making regarding all aspects of online food delivery businesses. Multiple regression analysis found that both the marketing mix and new marketing mix factors that influenced decisions regarding all aspects of online food delivery service businesses were statistically significant at the 0.05 level. A limitation was the time-consuming process of gathering data from the three sample groups proportionally across each zone. Management recommendations suggest that both governments and businesses should formulate action plans for online food ordering in new formats. The value derived from this research lies in the exploration of how marketing mix and new marketing mix factors influence decision-making in the online food delivery service business among three sample groups: entrepreneurs, riders, and users. These findings can serve as a model for studying other areas.
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