A Study of Consumer Behavior in Choosing Food Delivery Applications in Bangkok Metropolitan Area

Abstract

This study aimed to 1) examine consumer behavior in using food delivery applications across different residential areas and housing types in Bangkok, and 2) identify the factors influencing the use of food delivery applications for home delivery among Bangkok consumers. This quantitative study collected data via an online questionnaire from a sample of 418 consumers residing in Bangkok who were current or former users of food delivery applications. Data were analyzed using an Ordinary Least Squares (OLS) econometric model. The findings show that although most consumers reported no physical constraints in accessing food ingredients, nearly all had experience using food delivery applications, indicating that current food-ordering behavior is driven more by a demand for convenience than by physical limitations. Three factors were found to be associated with food delivery application usage. First, housing type was significant: residents of condominiums/apartments and townhouses were more likely to rely on food delivery services due to limited cooking space. Second, behaviors consistent with the “Lazy Economy” concept-such as avoiding travel, saving time, and preferring not to cook, particularly on weekends-were associated with increased usage. Third, among demographic factors, average monthly income was positively associated with usage frequency, while marital status showed a negative association, reflecting a tendency among married consumers to cook at home more often.