Assessment of “HiRuN FooD” Mobile Application Development for Promoting Online Sales and Digital Skills of Food Vendors Surrounding Bansomdejchaopraya Rajabhat University

Abstract

This mixed method research aimed to assess a mobile application called “HiRuN FooD” developed to promote online sales and digital skills of food vendors in the area surrounding Bansomdejchaopraya Rajabhat University. The samples were selected by matching the locations and types of shops surrounding Bansomdejchaopraya Rajabhat University. The samples included 60 shops including a treatment group consisting of 30 vendors from the participated shops and a comparison group consisting of 30 vendors from the shops not participating in the project; 100 customers from the participated shops; and 100 customers from the shops not participating in the project. For data analysis, the researcher employed 1. Percentage for analyzing and describing the population variables of the samples including the gender, age, educational level, shop type, product type, proprietary right, experience in using online food sales applications, and behavior of using online sales applications as well as behavioral variables and 2. Mean and standard deviation for analyzing and describing the variables regarding the vendors’ and customers’ attitude towards the development of “HiRuN FooD” application for promoting online sales and digital skills of food vendors surrounding Bansomdejchaopraya Rajabhat University. The data was then compared to the specified criteria: Mean 4.21-5.00 = Highest, 3.41-4.20 = High, 2.61-3.40 = Moderate, 1.81-2.60 = Low, and 1.00-1.80 = Lowest, respectively. It is found that in Phase 1 before using “HiRuN FooD” application, the overall vendors’ attitude was at the moderate level. In comparison, in Phase 2, the overall vendors’ attitude after using the application is at a high level. That is to say, the food vendors’ (a treatment group) positive attitude increases. In terms of digital skills, in Phrase 2 after the treatment group used “HiRuN FooD” application, the overall food vendors’ digital skills are at the moderate level. However, the skills increase when compared to those of the comparison group (the vendors not participating in the project) whose overall digital skills are also in the moderate level, but the mean is lower than the vendors who participated in the project. For the vendors’ satisfaction with online sales through “HiRuN FooD” application, after using the application, it is found that the overall treatment group’s satisfaction is at the high level. In comparison, the satisfaction of the comparison group (not participating in the project) is found to be at the high level; however, the mean is lower than that of the vendors participating in the project. Overall, the attitude of customers participating in the project (the treatment group) is at the moderate level. In comparison, the attitude of customers not participating in the project
(the comparison group) is at the moderate level. That is, the customers participating in the project (the treatment group) has a higher level of positive attitude and the overall satisfaction of customers participating in the project (the treatment group) is at the moderate level. When comparing it to that of the customers not participating in the project (the comparison group), it is found that the overall satisfaction is at the moderate level. That is, the customers participating in the project (the treatment group) has higher satisfaction after using “HiRuN FooD” application.