The impact of the price partition of food and delivery fee on consumer perception and decision to purchase food via online food application

The proposal of this study is to investigate the effect of price partitioning on consumer’s choice of purchase decision and fairness perception of price in food deliveryindustry. Several researches have been indicating the direct impact of price partitioning on increasing consumer’s product demand and intention to purchase by lowering the recalling of product’s total price (Morwitz et al., 1998; Xia & Monroe, 2004). Furthermore, in price partitioning, the consumer also has a different acceptance of price sensitivity, price toleration and the judgment of fairness which mainly based on the perceived of benefitcomponent as well as their experience and expectation (Kahneman et al, 1986; Herrmann et al, 2007). In this study, the focus was on effect of price partition. The data collection was done by using online questionnaire survey with Thai consumers as the target respondents in which were randomly given one of the two set of price partitioning scenario and requested to respond attitude and perception of choice and fairness perception. Hence, quantitative approach was applied through online questionnaire survey. Furthermore, the data collection was analyzed by using SPSS program of one-way Anova, Chi-square, andCrosstabulation in finding the influence and the significant of price partitioning. The finding of this research showed that price partitioning, especially on the delivery surcharge component, has a significant effect on the consumer’s choice of purchase decision and fairness perception of price.