Comparative Analysis of Key Factors Encouraging Food Delivery App Adoption Before and During the COVID-19 Pandemic in Thailand

This study examines and compares the crucial factors encouraging Thai customers to use food delivery apps before during COVID-19 pandemic on basis of modified conceptual paradigm Unified Theory Acceptance Use Technology 2 (UTAUT2), including following external factors: trust, convenience, application quality, satisfaction. Data were collected from 220 app users 250 pandemic. The data analyzed using structural equation modeling based AMOS 23.0 test model validity hypotheses. results indicated that satisfaction was influenced by social influence, quality in both before- during-the-COVID-19-pandemic samples. In addition, price value a significant predictor but not pandemic, whereas habit found significantly influence negatively Additionally, samples showed with high level more likely keep it. findings may assist marketers developing appropriate strategies for activities.