Why Bangkokians use online food delivery services after COVID-19 restrictions have been lifted

Abstract

Purpose – The growth of the internet has transformed digital infrastructure in Thailand over the past two decades, with the widespread use of e-commerce, digital money and online services becoming a daily norm for all ages. The COVID-19 restrictions, which limited in-person business operations, boosted demand for takeout and delivery services and fueled the expected steady growth of the online food delivery market in Thailand. The pandemic also resulted in a shift towards online ordering and delivery, reflecting changes in customer behavior. This study focuses on exploring the factors that have driven Bangkokians to use online food delivery services after the COVID-19 restrictions were lifted in June 2022. Design/methodology/approach – Data were collected from 398 participants who had ordered food delivery services after the announcement. Findings – The findings showed that perceived usefulness, time saving benefit and price saving benefit have a significant impact on the intention of customers to use online food delivery services, while food safety risk perception had no effect. Practical implications – Bangkokians favor online food delivery services due to convenience and time-saving, indicating high demand post-pandemic. Businesses should invest in improving their platforms to meet evolving consumer behavior. Originality/value – The result of this study offers valuable insights into the attitudes and behaviors of Bangkokians towards online food delivery services and could be beneficial for businesses in the industry to improve their services, enhance customer satisfaction as well as increase their competitiveness.

Keywords

• Online food delivery
• Perceived usefulness
• Time saving benefits
• Price saving benefits
• Food safety risk perception
• Customer intention to use