The influence of interactivity on attitude and purchase intention: a study based on food delivery apps.

Abstract

The aim of this study was to investigate the influence of interactivity on attitude and purchase intention through food delivery apps. It was based on studies on delivery apps that bring timely gaps for further studies. Based on the gaps, the authors added interactivity related to the attitude and purchase intention of users of food delivery apps. A servey was performed, answered by 116 users of food delivery applications, the data were analyzed using partial least squares structural equation modeling (PLS-SEM). Results demonstrate that interactivity has a positive impact on food delivery apps. It was also found that the interactivity of food delivery apps increases users' attitude and purchase intention. As a contribution, the study showed the positive effect of interactivity on the attitude and purchase intention of users of food delivery applications, since the greater the interactivity, the greater the attitude and purchase intention of users. The study contributed to the development and updates of food delivery applications, enabling managers to emphasize interactive features, making navigation more pleasant and responsive, giving the user more control over their actions.