Consumer Behavior based on APP use for Food and Beverage Consumption

  • Hendry Hendry Universitas Kristen Satya Wacana
  • Rung Ching Chen Chaoyang University of Technology
Keywords: Technology Acceptance Model, Consumer Behavior Actual use of Mobile App

Abstract

McDonalds is one of the brands that release the APP on the Smartphone, the APP is called McDonalds McDelivery APP. It suitable for the way of today’s society way of life, where people are busy and don’t want to line and queue in store to buy foods and beverages for too long. People have a freedom to choose and to order through their Smartphone. The mobile APP offers the advantages, it is easy to operate, easy to use, and doesn’t spend a lot of money. In order to understand the consumers behaviour of using APP, this study conduct the descriptive statistical analysis, variance analysis and regression analysis to detect technology acceptance model for perceived usefulness, ease of use, behaviour intention and actual of use. This study conduct the questionnaire through online google forms and obtained 109 valid questionnaires for analysis. We finds that there was no significant effect on degree of the users, and frequencies of using internet. Perceived usefulness and ease of use of behavioural intentions, behavioural intentions and actual of use had significantly difference.

Downloads

Download data is not yet available.

References

[1] BPS Indonesia, (2016). https://www.bps.go.id/linkTabelStatis/view/id/1844

[2] Bryman, Alan; Cramer, Duncan (2011). Quantitative Data Analysis with IBM SPSS 17, 18 and 19: A Guide for Social Scientists. New York: Routledge. ISBN 978-0-415-57918-6

[3] Engel, James F., Kollat, David T. and Blackwell, Rodger D. (1968) “Consumer Behavior,” 1st ed. New York: Holt, Rinehart and Winston.

[4] Engel, James F., Kollat, David T. and Blackwell, Roger D. (1993) “Consumer Behavior,” South-Western College Pub; 9 edition.

[5] Engel, James F., Kollat, David T. and Blackwell, Roger D. (2006) “Consumer Behavior,” South-Western College Pub; 10 edition.

[6] Fishbein, M. and Ajzen, I.(1980), “Understanding attitudes and predicting social behavior. Englewood Cliffs,” NJ: Prentice Hall.

[7] Kotler, P., Keller, K.L., Koshy, A. and Jha, M. (2009) Marketing Management – A South Asian Perspective, but China and Japan also contribute 13th ed. India: Prentice Hall.

[8] Leon, G. S., Leslie L. Kanuk, (1983). “Consumer Behavior”, Prentice Hall; 2nd edition.

[9] Nicosia, F.M. (1966). “Consumer Decision Processes; Marketing and Advertising Implications,” Prentice Hall, Englewood Cliffs, N.J.

[10] Pratt, Jr., Alan Andreasen, Donald H. Granbois, and James F. Engel (1974), “Understanding Marketing Behavior: An Introduction to the Longitudinal Approach, New York: The Free Press”

[11] Walters, C.G, (1974), “Consumer Behavior: Theory and Practice,” Irwin.

[12] Williams, T.G., (1982) “Consumer Behavior: Concepts and Strategies,” West Group.
Published
2018-02-15
Section
Articles