Marketing Adaptation and Technology Acceptance of Sidewalk Food Vendors during the COVID-19 Pandemic: A Case Study of Don Mueang District and Lessons for the Post-Pandemic Era

Abstract

This research aims to (1) study the marketing adaptation strategies of sidewalk food vendors during the COVID-19 pandemic, (2) explore their pathways to marketing through food delivery applications, and (3) examine the technology acceptance among entrepreneurs in Don Mueang District, Bangkok. A qualitative research methodology was employed, using in-depth interviews with 30 vendors conducted in 2021. The findings reveal five strategic adaptations made by the vendors: menu adjustments, pricing strategies, shifts in distribution channels, emphasis on hygiene, and intra-family labor management. The process of joining food delivery platforms reflects a combination of self-directed learning and external motivations, such as customer demand and support from close networks. Although these platforms offer opportunities to expand market reach, vendors face challenges such as high commission fees and unfair competition, especially for small-scale operators. Analysis through the Technology Acceptance Model (TAM) indicates that entrepreneurs who perceive the usefulness of food delivery apps and receive family support are likelier to adopt and continue using the technology. Conversely, those lacking digital skills or having negative user experiences tend to discontinue usage. Despite being based on data collected during the COVID-19 pandemic, the study's findings provide enduring strategic insights that align with current consumer behavior and economic systems. These insights can inform policies and initiatives to promote grassroots economic development and support small entrepreneurs in the post-pandemic era.