Bateu a fome: em qual aplicativo pedir? uma proposta de análise utilizando o método Analytic Hierarchy Process (AHP)
DOI:
https://doi.org/10.5585/iptec.v10i2.22737Palavras-chave:
M-commerce, Aplicativo de entrega de comida, Percepção de valor, Consumidor, Análise multicritério.Resumo
O presente estudo tecnológico visa analisar a escolha de aplicativo de entrega de comida favorito mediante aplicação da análise multicritério de apoio à decisão, considerando os critérios de conveniência, variedade, confiabilidade, usabilidade e customização. A pesquisa tem abordagem mista, com estudo de caso do segmento de entrega de comida no Brasil, seguida de cálculo utilizando análise multicritério dentro do método AHP (Analytic Hierarchy Process). A aplicação do método demonstra sua utilidade como ferramenta para o consumidor escolher o aplicativo de entrega favorito na realização do pedido de compra, evidenciando a preferência pelo aplicativo que tem como prioridade a confiabilidade e, como menos prioritária, a usabilidade. É recomendada a aplicação aos provedores de serviço de entrega de comida por aplicativo e restaurantes que operam em m-commerce, por sua contribuição no entendimento da percepção de valor do usuário em relação ao uso do aplicativo, bem como seu posicionamento mediante a concorrência. A pesquisa estende a teoria em m-commerce, especificamente no que diz respeito ao contexto de aplicativos que ofertam serviços de entrega de comida e percepção de valor do consumidor. O estudo oferece um guia para tomada de decisão que apoia empresas e consumidores, elevando os critérios de percepção de valor e, em específico, a confiabilidade.
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