The Development of Usefulness and Ease of Use of Food Delivery Platform : A Case of Chinese Food Platform in Thailand.

Abstract

Food delivery platforms are one of the platforms with potential for growth. Because of the epidemic food delivery platforms have been further developed in various countries. However, previous studies have shown that food delivery platforms still have some problems that need to be solved. To solve these problems, the research objective of this research is to identify the functionalities of food delivery platforms and the pain points of customers. Finally, a developmental functional model is proposed for reducing customer pain points. This research focuses on the customer side of the food delivery platform. This research uses a mixed research approach and the type of research is design science. Then, this research uses three methods to collect data, which are observation method, questionnaires method and interview method. The data is divided into qualitative data and quantitative data to be analyzed separately. Qualitative data are using the classification and coding of concepts method, while quantitative data are analyzed using statistical tools. Finally, a functional development model is created through digital tools. The data from this research passed the reliability and validity tests. Factors affecting perceived ease of use and factors affecting perceived usefulness in the area of food delivery platforms were identified in this research. In addition, this research found that the delivery map function affects perceived usefulness and use experience affects perceived ease of use.