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The Effect of Food Delivery Applications Attributes on Consumer Perceived Value and Attitude in Yangon(Nay Win Yee Myo, 2022)

https://meral.edu.mm/records/8222
e0d58bd7-30a8-4aa0-baaf-4f8a47452e4f
f6643f5c-a6a4-4db5-9831-ecdbd40751eb
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Nay Nay Win Yee Myo,EMBA-53, 17th. Bt..pdf (1006 KB)
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Thesis
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Title
Title The Effect of Food Delivery Applications Attributes on Consumer Perceived Value and Attitude in Yangon(Nay Win Yee Myo, 2022)
Language en
Publication date 2022-03-01
Authors
Nay Win Yee Myo
Description
The purposes of this study are to explore the influence of food delivery
applications attributes on consumer perceived value, to examine the effect of consumer
perceived value on consumer attitude, and to investigate the effect of consumer attitude
on consumer re-use intention on food delivery services in Yangon. To achieve these
objectives, both primary and secondary data are used. Descriptive and analytical methods
are applied in this study. There are eight food delivery service providers in Yangon. This
study chooses four food delivery services which have largest number of riders among
eight food delivery services operated in Yangon. Systemic random sampling method is
applied to select every 5th customers who are ordering food through the food delivery
services. Seven day survey is conducted to collect the primary data. Total 296
respondents are participated in this study. This study found that the food delivery
applications attributes such as convenience, ease of use, trustworthiness, price, time
saving orientation and various food choices have positively influenced on consumer
perceived value. Furthermore, there has positive effect of consumer perceived value on
consumer attitude, and the consumer attitude has positively influenced on re-use intention
towards food delivery services. Based on the results, the study recommends that food
delivery service providers should focus and enhance these attributes to increase consumer
perceived value and benefit to consumer attitude that will enhance to re-use intention.
Thesis/dissertations
Yangon University of Economics
Dr. Yan Yan Myo Naing
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