Determinants of Adoption and Usage Frequency of the 7-Delivery Application among Consumers in the Bangkok Metropolitan Region: A Two-Stage Econometric Modeling Approach

Abstract

This research aims to analyze the factors influencing consumers' decisions to use and not use the 7-Delivery application in Bangkok and its Metropolitan Region, using a Binary Logit Model, and to analyze the factors affecting the number of times consumers in Bangkok and its Metropolitan Region use the 7-Delivery application per month, using a Negative Binomial Regression Model. Primary data were collected using 400 questionnaires. The research analyzed qualitative data using descriptive statistics and analyzed quantitative data in two aspects. The results of the study found that factors positively affecting the decision to use the service included living in a house, the use of other food delivery applications, and travel time to the storefront. Meanwhile, distance from residence to the storefront, being a student, as well as being employed as a private company employee or government official, negatively affected the likelihood of choosing to use the service. Regarding factors affecting the number of times the service was used per month, it was found that factors with a positive influence included the use of other food delivery applications and living in a house. In contrast, years of education, being a student, as well as being a company employee or government official, and traveling to the storefront on foot negatively affected the number of times the service was used per month.