Objetivo – Este artigo pretende analisar o valor percebido pelo usuário dos aplicativos de delivery de comida (ADCs). O estudo objetiva investigar as dimensões de conveniência, usabilidade, confiabilidade, preço e diversas escolhas alimentares no valor percebido pelo usuário no contexto de aplicativos de entrega de alimentos para que a indústria possa adotar estratégias com base científica para aumentar seu alcance.
Desenho/metodologia – Foi realizada uma survey com uma amostra de 348 usuários de aplicativos de delivery de comida. Uma análise PLS-SEM foi implementada para analisar as dimensões que influenciam o valor percebido do usuário.
Resultados – Os resultados sugeriram que conveniência, confiabilidade e preço se correlacionam positivamente com o valor percebido dos aplicativos de delivery de comida. Além disso, destaca a dimensão do preço, mostrando um resultado contraintuitivo em comparação com a literatura anterior.
Limitações da pesquisa - As características da amostra dos participantes e o período de coleta transversal dos dados são limitações do estudo. O trabalho teve enfoque no estudo da dimensão de percepção de valor, não abrangendo relações com outras dimensões do uso de tecnologia.
Implicações práticas – Identificar os fatores que influenciam o valor percebido pelos usuários é essencial para desenvolver estratégias de marketing e expandir a adoção de tecnologia. As empresas podem considerá-lo para estabelecer preços, conteúdo de marketing digital e vendas. Ainda, os resultados apoiam a tomada de decisão dos designers de produto e pesquisadores de experiência do usuário (UX) ao criar protótipos de ADCs.
Originalidade - O estudo contribui para conceituar o valor percebido dos ADCs, aumentando o conhecimento da verdadeira natureza do valor percebido pelos consumidores num contexto de mercado emergente. Além disso, este estudo abrange as teorias desenvolvidas sobre o uso do m-commerce, ampliando-o como parte do comportamento do consumidor e do marketing de serviços.
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Este trabalho está licenciado sob uma licença Creative Commons Attribution 4.0 International License.
A Revista Alcance é uma revista brasileira de livre acesso, com publicação quadrimestral, vinculada ao Programa de Pós-Graduação em Administração e Programa de Mestrado Profissional em Administração - Gestão, Internacionalização e Logística da Universidade do Vale do Itajaí – Univali. Procuramos publicar artigos de trabalhos teóricos-empíricos e tecnológicos nas áreas da Administração. Diferentes perspectivas teóricas e metodológicas são bem-vindas, desde que sejam consistentes e relevantes para o desenvolvimento da área.
