Product Presentation, Promotions and its Impact on the Use of the App and on Purchase Intention of Food Through a Mobile Device

Autores

  • Cláudia Leite Machado <p> </p><p><span>Universidade Anhembi-Morumbi - UAM</span></p><p><span>Mestrado Profissional em Gestão de Alimentos e Bebidas</span></p>
  • Denise Coelho Mendes <p>Universidade Anhembi-Morumbi - UAM</p><p>Mestrado Profissional em Gestão de Alimentos e Bebidas</p>
  • Leonardo Aureliano da Silva <p>Universidade Anhembi-Morumbi - UAM</p><p>Mestrado Profissional em Gestão de Alimentos e Bebidas</p><p>Escola Superior de Propaganda e Marketing - ESPM</p>
  • Eduardo Eugênio Spers <span>University of São Paulo (USP)</span><br /><span>Campus Esalq</span><br /><span>Departamento de Economia, Administração e Sociologia (LES)</span><br /><span>Marketing and Consumer Behavior</span>

Resumo

Trilha: Transformação Digital no Varejo

The Food Sector within the Hospitality industry has adapted to new technologies services. Specifically, restaurants have migrated their menu to Apps Companies and met a new competition dynamic marked by a variety of product offerings and promotions. Thus, the main purpose of this research was to investigate the impact of the product presentation and promotions on the use of the App and the customer´s purchase intention. A survey was conducted with 217 individuals, smartphone owners that use Apps to make purchasing. The data were analyzed using the PLS technique on Smart-Pls 3.0. The results showed a positive relationship between product presentation and promotions on the use of the App, as well, positive effects among product presentation, promotions, use of the App on customer´s purchase intention.


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Publicado

2020-10-19

Conferência

CLAV 2020 - 13o. Congresso Latino Americano de Varejo e Consumo

Modalidade

Artigos - Científicos