Fome de tecnologia: retenção de usuários do m-commerce no mercado de delivery de alimentos
DOI:
https://doi.org/10.5585/remark.v22i4.23354Palavras-chave:
Mobile marketing, M-commerce, Tecnologia no varejo, Transformação digitalResumo
Objetivo: Desenvolver um modelo de retenção de usuários de m-commerce para a indústria de aplicativos de entrega de alimentos, combinando aceitação de tecnologia e elementos fundamentais de m-commerce para explicar a retenção no m-commerce.
Método: Um modelo de seis fatores (conveniência percebida, contexto dependente da situação, facilidade de uso, dimensão hedônica, dimensão utilitária e preocupações com a privacidade) foi testado em uma amostra de 282 usuários de um aplicativo de entrega de comida no Brasil. As hipóteses foram testadas utilizando Modelagem de Equações Estruturais.
Resultados: A conveniência percebida é o principal antecedente da retenção no m-commerce, abrangendo características de personalização e ubiquidade, gerando um construto ampliado. Os aspectos utilitários estão ligados à conveniência trazida pelo m-commerce, uma vez que os consumidores tendem a valorizar a dimensão utilitária em comparação com a dimensão hedônica do app. A segurança da privacidade percebida pelos consumidores é outro antecedente da retenção no m-commerce.
Contribuições teóricas/metodológicas: Apresentamos o modelo de retenção de m-commerce para aplicativos de entrega de comida, combinando a aceitação da tecnologia e os elementos fundamentais do m-commerce. Conveniência percebida, aspectos utilitários e segurança da privacidade compõem nosso modelo final, conformando os principais drivers tecnológicos de retenção do m-commerce. Mostramos também a relevância da dimensão utilitária em detrimento da dimensão hedônica.
Originalidade/Relevância: O estudo apresenta contribuições para o campo de estudo que envolvem o comportamento do consumidor e o ambiente de varejo m-commerce, em especial a retenção de usuários de m-commerce em aplicativos de entrega de alimentos.
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