I’m hungry: which app to use? an analysis proposal using the Analytic Hierarchy Process (AHP) method
DOI:
https://doi.org/10.5585/iptec.v10i2.22737Keywords:
M-commerce, Food delivery application, Value perception, Consumer, Multicriteria analysis.Abstract
Objective: The present technological study aims to analyze the choice of favorite food delivery apps through multi-criteria decision support analysis, considering the criteria of reliability, variety, trust, usability, and customization. A mixed approach, with a case study in the Brazilian food delivery field, followed by the use of multicriteria analysis within the AHP (Analytic Hierarchy Process) method. The application of the method showed its utility for food delivery purchasing as a consumer tool to choose the favorite application when placing the order, evidencing the preference for App 2, as a priority for reliability and, as a lesser priority, usability. The methodology applied is recommended to food app delivery providers, as it contributes to the understanding of the user's value regarding the use of the app. This study extends theory into m-commerce, specifically concerning the food delivery application services’ context and consumer value, as well as its positioning through competition. The research offers a guide to decision-making that supports companies and consumers based on a method that elevates the value perception theory, specifically regarded as the reliability factor.
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