UTCC Scholar :: Browsing ISM: Independent Studies by Author "Aung Chan Mya"

ISM: Independent Studies

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https://hdl.handle.net/20.500.14437/8765

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Cultural impacts on intention to use of Food Panda of international students in Bangkok
(University of the Thai Chamber of Commerce (UTCC), 2024)
Aung Chan Mya
;
Li, Li
;
International Business
;
University of the Thai Chamber of Commerce. International Business
;
University of the Thai Chamber of Commerce. International School of Management
This research investigates the cultural factors influencing the intention to use the Food panda application among international students in Bangkok. A survey of international students reveals diverse age and gender distributions, with a significant portion reporting lower income levels. Reliability tests indicate high internal consistency for the cultural dimensions of Uncertainty Avoidance (UA), Individualism (ID), and Long-term Orientation (LO). Exploratory Factor Analysis (EFA) confirms the validity of these constructs, and correlation analysis shows strong positive relationships between these cultural dimensions and the intention to use Food panda. The study concludes that cultural factors significantly impact user intention, providing insights into how Food panda can tailor its services to better meet the needs of international students. Recommendations are offered for targeted marketing strategies, gender-specific initiatives, income-based pricing, and personalized features to enhance user engagement and satisfaction, thereby strengthening Foodpanda's market presence in Bangkok.
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