Consumers' attitudes towards online food ordering : an empirical study for restaurant chain in Thailand | |
| Author | Nattima Kitvaroros |
| Call Number | AIT RSPR no.SM-07-92 |
| Subject(s) | Consumers--Thailand--Attitudes Food supply--Thailand Chain restaurants--Thailand |
| Note | Submitted in partial fulfillment of the requirements for the degree of Master of Business Administration in Management of Technology |
| Publisher | Asian Institute of Technology |
| Series Statement | |
| Abstract | As business strategies for online and offline business are different in many aspect, companies deciding to enter the online commerce have to prepare themselves. All parts of the organization and processes needs to be manage and respond to the market in time. Although E-commerce is not a new concept for doing business in Thailand, not so many businesses really pay attention to it. Restaurant chain business is one of them. Even though its standard format makes it possible to sell food through Internet techno logy, restaurant chain still reluctant to step into the E-commerce world. This research is intended to study consumers' attitudes toward online food ordering of restaurant chains and the influential factors in choosing online food ordering system. Based on global consumers' perception on online food ordering of restaurant chain, the area of research was developed under eight influential factors (payment method, perceived transaction security, experienced on online ordering, accessibility, waiting time to order, convenience, mistaken order and visual aid). Lastly, recommendations are developed for guiding restaurant chain In respond to consumers' perception |
| Year | 2007 |
| Corresponding Series Added Entry | |
| Type | Research Study Project Report (RSPR) |
| School | School of Management (SOM) |
| Department | Other Field of Studies (No Department) |
| Academic Program/FoS | Master of Business Administration (MBA) (Publication code=SM) |
| Chairperson(s) | Donyaprueth Krairit |
| Examination Committee(s) | Sununta Siengthai;Badir, Yuosre |
| Scholarship Donor(s) | Asian Institute of Technology Fellowship |
| Degree | Research Studies Project Report (M.B.A.) - Asian Institute of Technology, 2007 |