Thesis ESTUDIO SOBRE LOS FACTORES QUE AFECTAN EL COMPORTAMIENTO RESPECTO A LA INTENCIÓN DE USO DE APLICACIONES MÓVILES TIPO DELIVERY
Date
2019-05
Authors
HERNÁNDEZ EYNAUDI, IGNACIO ALFONSO
Journal Title
Journal ISSN
Volume Title
Publisher
Abstract
La presente investigación busca entregar los principales factores que influyen en el comportamiento de los individuos respecto a la intención de uso de aplicaciones móviles de delivery, siendo esta información clave para las empresas del rubro en la generación de estrategias de marketing tanto para aumentar el conocimiento de marca como para aumentar el uso de estas aplicaciones. Con esto se mejoran los márgenes de las empresas y la experiencia del usuario de este tipo de aplicaciones.
Se inicio iterando entre varios modelos de cuestionarios para poder recopilar la información necesaria a través de una encuesta online, siendo el modelo seleccionado UTAUT 2, el cual fue elegido debido a que se centra en un contexto de consumo, por lo que es el que más se adecua al objetivo de la investigación y al entorno en el que “giran” estas aplicaciones.
Para poder analizar los datos recopilados a través de las encuestas, se necesitó usar de 2 programas de análisis estadístico, el primero SPSS statistics para generar un perfil demográfico de los encuestados y poder limpiar la base de datos y validar datos y supuestos con los que se debe trabajar en un modelo de ecuaciones estructurales. El segundo fue SPSS AMOS el cual es el software con el que se generó el modelo de ecuaciones estructurales, permitiendo analizar las variables latente o factores de interés.
En función de los resultados arrojados, se pudo determinar cuáles son los factores más importantes del modelo y el peso relativo de cada uno de ellos, se prosiguió a analizar cada uno de los factores de forma particular a modo de poder generar recomendaciones.
This research seeks to deliver the main factors that influence the behavior of individuals with respect to the intention to use mobile delivery applications, this information being key for companies in the area in the generation of marketing strategies to increase brand awareness as to increase the use of these applications. This improves the margins of the companies and the user experience of this type of applications. We started iterating among several models of questionnaires in order to collect the necessary information through an online survey, with the selected model being UTAUT 2, which was chosen because it focuses on a consumption context, so it is the most it is adapted to the objective of the research and the environment in which these applications "rotate". In order to analyze the data collected through the surveys, we need to use 2 statistical analysis programs, the first SPSS statistics to generate a demographic profile of the respondents and be able to clean the database and validate data and assumptions with which must work in a model of structural equations. The second one was SPSS AMOS which is the software with which the structural equations model was generated, allowing to analyze the latent variables or factors of interest. Based on the results obtained, it was possible to determine which are the most important factors of the model and the relative weight of each of them, we continued to analyze each of the factors in a particular way so as to be able to generate recommendations.
This research seeks to deliver the main factors that influence the behavior of individuals with respect to the intention to use mobile delivery applications, this information being key for companies in the area in the generation of marketing strategies to increase brand awareness as to increase the use of these applications. This improves the margins of the companies and the user experience of this type of applications. We started iterating among several models of questionnaires in order to collect the necessary information through an online survey, with the selected model being UTAUT 2, which was chosen because it focuses on a consumption context, so it is the most it is adapted to the objective of the research and the environment in which these applications "rotate". In order to analyze the data collected through the surveys, we need to use 2 statistical analysis programs, the first SPSS statistics to generate a demographic profile of the respondents and be able to clean the database and validate data and assumptions with which must work in a model of structural equations. The second one was SPSS AMOS which is the software with which the structural equations model was generated, allowing to analyze the latent variables or factors of interest. Based on the results obtained, it was possible to determine which are the most important factors of the model and the relative weight of each of them, we continued to analyze each of the factors in a particular way so as to be able to generate recommendations.
Description
Keywords
MARKETING , INNOVACIONES TECNOLOGICAS , APLICACIONES MOVILES