ปัจจัยนวัตกรรมบริการที่ส่งผลต่อการตัดสินใจสั่งอาหารผ่านผู้ให้บริการส่งอาหารออนไลน์ในช่วงการแพร่ระบาดของเชื้อโรค COVID-19

The purpose of this research study was 1. to study the level of consumer opinions on the use of innovative online food delivery service providers during the COVID - 19 pandemic 2. to study consumers' opinions on the decision to order food through online food delivery service providers during the COVID - 19 pandemic, and 3. to study the factors of service innovation that affect food ordering decisions via online food delivery service providers during the COVID - 19 pandemic. This research is a quantitative research by studying a sample group of 400 people who experienced using online food delivery business only in the Bangkok area. It was obtained by randomly selecting a sample group and is an innovative user of online food delivery service providers during the COVID - 19 epidemic which after collecting information. The statistics used to analyze the data were frequency, percentage, and standard deviation and multiple regression analysis. The results showed that overall, respondents gave their opinions at a high level of agree on the product innovation factor and the service innovation factor and there are opinions at the level of agreeing with the decision to order food through online food delivery service providers during the COVID - 19 pandemic. The results of a study on service innovation factors affecting food ordering decisions through online food delivery service innovation during the COVID - 19 pandemic found that product innovation factors and process innovation factors influence ordering decisions through online food delivery service providers during the COVID - 19 pandemic.

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