EXPLORATORY FACTOR ANALYSIS OF FACTORS AFFECTING THE DECISION-MAKING PROCESS ON FOOD DELIVERY VIA CONSUMER APPLICATIONS IN UBON RATCHATHANI PROVINCE

Abstract

The objectives of this research were to 1) analyze the exploratory factors affecting the decision-making process of consumers using food delivery application services in Ubon Ratchathani Province, 2) study the influence of endogenous and exogenous factors affecting the consumer decision-making process through consumer applications for food delivery services in Ubon Ratchathani Province. This quantitative research selected the sample population from 400 people who have experience using food delivery application services in Ubon Ratchathani Province. The research tools comprised a set of questionnaires with a reliability test of 0.94. Descriptive statistics used for data analysis included percentage, mean, and standard deviation, along with inferential statistics, including factor analysis and multiple regression analysis. The results showed that: 1) five psychological factors indicated consumers’ endogenous factors, meaning every question in all five aspects contained only one influential factor, and all appeared in the same group. The variance of the variables could be explained as follows: 54.45% motivation, 47.95% personality, 61.66% perception, 55.22% learning, and 58.52% attitude, 2) the results of the analysis of exogenous factors for consumers consisted of social factors with 3 variables: reference group, family, and social class. At the same time, there were two technological factors, namely the signal system and internet speed, and customer data security. A total of 5 factors found that every question among all 5 variables had only 1 dominant factor. All questions included in that factors were categorized into the same group. The variance of the variables can be explained as follows: 69.98% reference group, 75.31% family, 60.57% social class, 72.64% signal system and internet speed, and 60.94% customer data security. The result of multiple regression analysis found that endogenous and exogenous factors had a statistically significant and positive correlation with the decision-making process for food delivery services through the application. The consumer’s endogenous factor (=0.65, p-value < 0.05) was more influential than the exogenous factor (=0.27, p-value < 0.05).