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

Abstract

Platform economy is a popular business model at present. 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 used three methods to collect data and the data was divided into qualitative and quantitative data, and then, analyzed separately. In the questionnaire method, 205 questionnaires were collected and in the interview method, 12 participants were interviewed. The data of 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. This research found that perceived usefulness is influenced by six factors namely user reviews, product information, system quality, delivery map, product quality and variety of food types. Perceived ease of use is influenced by four factors: design quality, usability, language and user experience.