WHAT REALLY MATTERS? FACTORS INFLUENCING PERCEIVED VALUE ON FOOD DELIVERY APPLICATIONS

Purpose - This article intends to analyze the user's perceived value of food delivery applications (FDAs). The study aims to investigate the dimensions of convenience, usability, trustworthiness, price, and various food choices on user-perceived value in the context of food delivery application...

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Bibliographic Details
Published in:Revista Alcance 2024-05, Vol.31 (2), p.1-15
Main Authors: Zanquet, Monique Aparecida, Tezza, Rafael, Kieling, Ana Paula
Format: Article
Language:English
Subjects:
Consumer behavior
Consumers
COVID-19
Decision making
Deliveries
Designers
Emerging markets
Food
Market strategy
Marketing
Mobile commerce
Pandemics
Perceptions
Smartphones
Software
Structural equation modeling
Technology adoption
Usability
User experience
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Summary:Purpose - This article intends to analyze the user's perceived value of food delivery applications (FDAs). The study aims to investigate the dimensions of convenience, usability, trustworthiness, price, and various food choices on user-perceived value in the context of food delivery applications so that the industry can adopt scientifically-founded strategies to increase its reach. Design/methodology - A survey was conducted with a sample of 348 users of food delivery applications. A Partial Least Squares Structural Equation Modeling (PLSSEM) analysis was implemented to analyze the dimensions influencing the user's perceived value. Findings - The results suggested that convenience, trustworthiness, and price positively correlate with the perceived value of food delivery apps. Moreover, it highlights the price dimension by showing a counterintuitive result compared with previous literature. Research limitations - The characteristics of the sample of participants and the cross-sectional data collection period are limitations of the study. The study focused on the perceived value dimension and did not cover relations with other dimensions of technology's use. Practical implications - Identifying factors that influence the users' perceived value is essential to developing marketing strategies and expanding technology adoption. Companies may consider it to establish prices, digital marketing content, and sales. Also, the results support product designers' and user experience (UX) researchers' decision-making when prototyping FDAs. Originality - The study contributes to conceptualizing the perceived value of FDAs, increasing knowledge of the true nature of consumers' perceived value in an emerging market context. Moreover, this study covers the theories developed about the use of m-commerce, extending it as a part of consumer behavior and service marketing.
ISSN:1983-716X
DOI:10.14210/alcance.v31n2(mai/ago).1-15