Customer’s Intention to Continue Using Online Food Delivery After Covid19: The Sustainable Trend in Thailand

The trend of online food delivery was famous during the Covid 19 due to the pandemic that forced everybody to stay only in accommodations. Social distancing was a policy that was used in many parts of the world. However, even though the pandemic was spreading everywhere people still needed food to survive. Therefore, ordering the food online and using online food delivery was the way to receive food once the consumer could stay safely at home. Even nowadays, Covid19 is almost gone but the trend of using online food delivery is still famous among many people. This research aimed to investigate the continuous intentional behavior of Thai customers to continue using online food delivery after the Covid-19 crisis. Structured equation modeling (SEM) was used to evaluate data and there are in total of 548 sample respondents by having females 54.2% and males 45.8%, which is a big enough number for SEM analysis. The sample group is Thai customers who have answered the online and offline questionnaire about their behavior to use online food delivery. Results showed that most Thai people still would like to continuously use the online food delivery service because it is convenient and safe while some customers prefer to use it because it can save their time from travel. However, some customers still prefer to go to the restaurant because they can change the atmosphere of their house.