Personal Factors and Restaurant E-Commerce Usage Opinions of Consumers in Muang Nonthaburi District

Abstract

The purposes of this research were 1) To study behavior of customers using restaurant E-commerce in Muang Nonthaburi District; 2) To study the opinions of those customers about restaurant E-commerce usage; and 3) To compare the customers’ personal factors with their restaurant E-commerce usage and opinions. This was a survey research based on an online questionnaire. Data were collected from a sample of 400 customers using restaurant E-commerce in Muang Nonthaburi District, using the sampling method of certain populations. The online questionnaire consisted of both closed-ended questions and open-ended questions. Data were statistically analyzed using percentage, mean, standard deviation and hypothesis testing was done by t-test and F-test, setting statistical significance at 0.05. The results of this research showed that the majority of customers using restaurant E-commerce in Muang Nonthaburi District were male (77.3%), age 21-30 years old (38.8%) had bachelor’s degrees (63.5%), were single (48.5%) and were employed as government officials/state enterprise employees (25.5%). 1) As for their behavior in using restaurant E-commerce, it was found that most samples had knowledge/experience using E-commerce, used E-commerce for restaurant data searching, had moderate level trust in using restaurant E-commerce, and favored using social media on all channels, i.e. website, application and social media. 2) For restaurant E-commerce usage opinions in Muang Nonthaburi District, it was found that most samples had a high level opinion about infrastructure and knowledge about E-Commerce (mean=4.07, SD = 0.507). 3) Results of hypothesis testing confirmed that personal factors were not correlated to behavior in using restaurant E-commerce in the case study of Muang Nonthaburi District and personal factors were not correlated to opinions about using restaurant E-commerce in the case study of Muang Nonthaburi District. Customer opinions about restaurant E-commerce in the case study of Muang Nonthaburi District were at high level for all 8 aspects that were studied (mean=3.92, SD = .795).