Factors Affecting Consumers in Using Line Man Application for Food Delivery

Research Proposal 1
Designing and Managing Research Projects

Research Proposal 2
Working Title: Factors Affecting Consumers in Making Decision in Using Line Man
Application for Food Delivery in Bangkok
Research Objective
1) To examine factors affecting consumers in making decisions in using the Line Man
Application for food delivery
2) To study consumers’ perspectives on using the Line Man Application for food delivery.
Research Question
1) What are the factors affecting the customer in decision making in using the Line Man
Application for food delivery?
Introduction
Most of the people use internet in today’s world and easy access to the internet has influenced a
lot of facets of people lives. Food is one of the fundamental necessities of living. It has been
found that online food delivery developed a new factor in the process of eating like most other
factors of modern life. The Line Man application is the food delivery app that permits the
customer to place their order by using the mobile app, helping customers to skip the lines. This
method of ordering the food attract a large number of customers especially youth as they can get
food from anywhere without going outside. The major differences between ordering by a mobile
application or website and both websites are accessed on handheld devices like smart phones and
tablets. The use of browser is being used by the user for searching app (Regattieri, Gamberi and
Manzini, 2007). In the case of applications, it is an actual part that is downloaded and established

Research Proposal 3
on a mobile device by application store or android market, rather than being caused to be within
a browser. The role of the mobile application is huge in comparison of websites as they working
in a well-efficient manner without getting stuck anywhere. Furthermore, among food ordering
application characteristics, customer can track the order for delivery in real time in the
application or push notifications. GSP system enables the application to track the exact location
of the person which helpful to them the location of their ordered food. Customers prefer to utilize
the food ordering app over ordering food online (Gadema and Oglethorpe, 2011). It enables them
to choose whatever they want to have without having to define it to another human being and
have the food provided at his doorstep.
The line is one of the main messaging platforms in a number of Asian Markets with 218m
monthly active users globally. There are major fiver services being used by the Line Application
such as food delivery, goods delivery, taxi-hailing, postal delivery, and messenger. The Line
Man application is user-friendly because the user can understand them in an effective manner
which can be logged by them in the easiest manner. The service's status provided by the
application can be traced by them in real time, so the user knows about their order product status
in real time. A most important factor is that the customer pays for their orders on the mode of
cash on delivery, which makes it convenient and safe for users. Line Man application for food
delivery is a development district, delivering from over 40,000 restaurants and street food
vendors in Greater Bangkok.
Along with that, it has been found that the application is connected with a leading restaurant of
Thailand directory by Wongani, Thailand’s top restaurant review app. It permits the user to
browse menus and ratings from a local restaurant, and have food gathered from outlets that do
not provide delivery. It has been found that the food delivers services has over 500,000 users in a

Research Proposal 4
month in Bangkok and its nonessential areas focusing over 30,000 restaurants not only from
street foods but also from food dining. For user to utilising the application, the customer requires
to developing and registers their profiles such as address, names and payments information on
the app (Maity and Dass, 2014). The apps are device to find out the local restaurants and the
cuisine types. Line App provide entire menu of each registered restaurant so that users can opt
whatever they want after analysing the quantity and price of the food. For all the releasing, Line
Corp has marked up Lalamove, a Hong Kong-based start up that’s a kind of Uber for bike
couriers and wagon drivers.
Literature review
According to Frewer, Risvik and Schifferstein, (2013), there is a number of reasons that attract
people to get order of food from online. Internet is one of them because large range of people
uses mobile application due to easy access over the internet. This section is divided into three
parts in order to define the role of online food ordering in an effective manner.
The conventional food deliverance industry and the online food delivery industry
The market of the food is developing at a middle age rate of 2 to 4% from 2016-17. Moreover,
the food delivery market is rising at a CAGR of 11-15% from 2016-17. The reasons for this
development are because of the amendments in customer behaviour, where time and
convenience are valued at upper level. It is approximate that the conventional food deliverance
market will cover the maturity stage within the next five years. It has been approximate by the
market to get growth the rate of 3.4% in the next five years. The advancements in the technology
can enhance the chance for the conventional food deliverance and have reformed the food
delivery industry. Furthermore, technological advances have amended the behaviour of