Objetivo: este artículo tiene como objetivo analizar el valor percibido por el usuario de las aplicaciones de entrega de alimentos (AEAs). El estudio tiene como objetivo investigar las dimensiones de conveniencia, usabilidad, confiabilidad, precio y diversas opciones de alimentos en el valor percibido por el usuario en el contexto de las aplicaciones de entrega de alimentos para que la industria pueda adoptar estrategias científicamente fundadas para aumentar su alcance.
Diseño/metodología – Se realizó una encuesta con una muestra de 348 usuarios de aplicaciones de entrega de alimentos. Se implementó un análisis PLS-SEM para analizar las dimensiones que influyen en el valor percibido por el usuario.
Resultados: Los resultados sugirieron que la conveniencia, la confiabilidad y el precio se correlacionan positivamente con el valor percibido de las aplicaciones de entrega de alimentos. Además, resalta la dimensión del precio al mostrar un resultado contrario a la intuición en comparación con la literatura anterior.
Limitaciones de la investigación: Las características de la muestra de participantes y el período transversal de recogida de datos son limitaciones del estudio. El estudio se centró en la dimensión del valor percibido y no abarcó las relaciones con otras dimensiones del uso de la tecnología.
Implicaciones prácticas: identificar los factores que influyen en el valor percibido por los usuarios es esencial para desarrollar estrategias de marketing y ampliar la adopción de tecnología. Las empresas pueden considerarlo para establecer precios, contenidos de marketing digital y ventas. Además, los resultados respaldan la toma de decisiones de los diseñadores de productos y de los investigadores de experiencia del usuario (UX) al crear prototipos de FDA.
Originalidad: el estudio contribuye a conceptualizar el valor percibido de los FDA, aumentando el conocimiento de la verdadera naturaleza del valor percibido por los consumidores en un contexto de mercado emergente. Además, este estudio cubre las teorías desarrolladas sobre el uso del comercio móvil, extendiéndolo como parte del comportamiento del consumidor y del marketing de servicios.
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Esta obra está bajo una licencia internacional Creative Commons Atribución 4.0.
La Revista Alcance es una revista brasileña de libre acceso, con publicación cua-trimestral, vinculada al Programa de Posgrado en Administración y Programa de Maestría Profesional en Administración - Gestión, Internacionalización y Logística de la Universidade do Vale do Itajaí – Univali. Buscamos publicar artículos de traba-jos teóricos-empíricos y tecnológicos en las áreas de Administración. Diferentes perspectivas teóricas y metodológicas son bienvenidas, desde que sean consisten-tes y relevantes para el desarrollo del área.
