Service Competitiveness, User Friendliness, and Promotions Affecting Consumers' Decisions to Use Online Food Delivery Services in Guangxi, China

Chunyuan Li; Lalita Puangmaha

doi:10.63944/jf.JFEMR.02

Service Competitiveness, User Friendliness, and Promotions Affecting Consumers' Decisions to Use Online Food Delivery Services in Guangxi, China

Chunyuan Li (作者)

M.B.A.Student, Dhonburi Rajabhat University, Thailand

Lalita Puangmaha (通讯作者)

Faculty of Management Science, Dhonburi Rajabhat University, Thailand

DOI：https://doi.org/10.63944/jf.JFEMR.02

关键词：

online food delivery, service competitiveness, user-friendliness, decision to use

已出版

2026-06-30

摘要: This study investigates the determinants of consumers' decisions to use online food delivery services in Guangxi, China. The research is guided by two primary objectives: (1) To study service competitiveness, user friendliness and promotions in relation to consumers' decisions to use online food delivery services in Guangxi, China. And (2) To analyze the effects of service competitiveness, user friendliness and promotions on consumers' decisions to use online food delivery services in Guangxi, China. A quantitative survey was conducted utilizing a structured questionnaire. Data were collected from 400 residents in Guangxi who had ordered food online within the past three months. The data were analyzed using descriptive statistics and multiple linear regression analysis to test the hypotheses.The findings yield the following key conclusions: First, all three factors that Service competitiveness, User friendliness, and promotions are significantly related to consumer decisions. Second, these factors have a substantial explanatory power of 59.7% ( R² = 0.597) on consumer behavior. Third, promotions have the strongest positive effect (β = 0.480), indicating that price sensitivity is the dominant driver in this market. Service competitiveness (β= 0.195) and User friendliness (β = 0.195) follow, demonstrating that operational efficiency and interface design are also critical for platform success in Guangxi.

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Service Competitiveness, User Friendliness, and Promotions Affecting Consumers' Decisions to Use Online Food Delivery Services in Guangxi, China

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