Browsing by Author "Thikumporn Nitchhote"
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    The new normal service quality and behavior food purchase intention during COVID-19
    (Bangkok : Assumption University Press, 2022) Thikumporn Nitchhote ; Chompu Nuangjamnong
    This research aimed to determine the new normal service quality and behavior of food purchase intention during COVID-19. The objectives of this research were to explain that information quality has a significant impact on perceived risk. To determine service quality has a substantial effect on perceived risk, attitude, and satisfaction. To determine convenience has a significant effect on satisfaction. To explain the perceived value, perceived risk and attitude have a significant impact on purchase intention. The online questionnaire was used as a research tool for data collection at 400 sets in Bangkok, Thailand, thru convenience and snowball techniques in non-probability sampling. The data analysis was performed by descriptive statistics with frequency, mean, standard deviation. Then, inferencing statistics were used for hypothesis testing via simple linear regression and multiple linear regression at the significant level of 0.05. The results found that information quality and service quality have a substantial impact on perceived risk. Service quality has a significant effect on attitude. Also, service quality and convenience have a considerable effect on satisfaction. Lastly, the results revealed that perceived value, perceived risk, and attitude significantly impact purchase intention in the behavior of food purchase intention during COVID-19 on the new normal situation.