Fatores influenciadores do uso de aplicativos de delivery de refeições: um modelo considerando a regionalidade

Abstract

The appearance of delivery apps has changed the manner of consumption and the perception of customers about restaurants, since food order places amidst the most hired products by Brazilians via applications. Considering this context of consumption, this project main aim was to analyze the aspects which influence the purchase intent of meals via delivery apps and to evaluate whether any regional aspect interferes in this relation. Based on Yeo et al. (2017) and Ventaketsh et al. (2012) – UTATUT 2 – models and applying individual behavior constructs for impulse buying and life satisfaction, the proposed model was obtained. The data was collected by promoting a survey which resulted in 487 valid answers. The statistical technique used was PLS-PM (Partial Least Squares-Path Model). From 21 proposed hypotheses, 14 were proven correct. Based on the determination coefficient obtained, it is possible to determine that the model explains 65,5% of the utility variance post use, 44,0% of the convinience motivation, 57,2% of the attitude and 49,3% of the purchase intent. Highlighted as the main results, the app usage intente is mostly influenced by attitude, post use utility, social influence and impulse buy. On the other hand, attitude suffers influence from post use utility, social behavior and life satisfaction. Furthermore, the convenience motivation is influenced only by previous online shopping experience of the buyer and by the propensity for time saving due to the fact that the other hypotheses of this research were rejected. Finally, the post use utility is influenced only by hedonic motivation, previous online shopping experience by the costumer, propensity for time and money saving and habit. In regards to regionality, it is perceptible that the apps intention of use is more recurrent to people living in the Triângulo Mineiro than in other regions, indicating that regionality can affect the model. Therefore, this paper contributed to the studies regarding food delivery applications through the formulation of a model that encompasses the intention of use and attitude, whereas the first one considers the impulsive purchase and life satisfaction, and also the aspects of regionality in the contexto of this research.