The factors influencing consumer choice of online to offline (O2O) platform: A case study of food delivery application

Abstract

This study seeks to identify the factors influencing consumers’ choosing online to offline (O2O) platform by examining one of Thailand’s most popular food delivery applications. In this research, the researcher specifically chose Grab Food to be the case study. This study will focus on the motivation factors (convenience, time-saving efficiency, data privacy, and features) and purchasing factors (system quality, delivery quality, and price) that influence consumers' purchasing decisions on the O2O platform in Bangkok. The study drew a sample of 310 respondents from the people who have ever used Grab Food by an online survey questionnaire. The study shows that time-saving, online-feature, delivery quality and price of motivation, and purchasing factors positively influence consumers’ purchasing decisions on the O2O platform. In contrast, convenience, data privacy, and system quality of motivation and purchasing factors had no influence. This study is a contemporary topic in applied the impact of motivation and purchasing factors on customers' purchasing decisions, business managers in the O2O food delivery industry can use the results of this study to implement which type of factors can connect to the customer needs and persuade them to willingly use the O2O platform.