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 (PLS-SEM) 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.
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Revista Alcance is a Brazilian free access journal, published every four months, linked to the Graduate Program in Administration and the Professional Master’s degree in Administration, Internationalization and Logistics Program of the University of Vale do Itajaí – Univali. We seek to publish theoretical-empirical and technological articles in the areas of Business Administration. Different theoretical and methodological perspectives are welcome, as long as they are consistent with and relevant to the development of the area.
