Resumo

The evolution of consumer behavior, driven by the surge in delivery applications, has significantly transformed product and service consumption paradigms. This study aims to address a notable gap in understanding consumer behavior related to the use of delivery applications. Additionally, it contributes to the ongoing discourse on the utility of Planned Behavior Theory as a valuable framework for comprehending human behavior.

This research aims to understand the influence of PBT constructs on consumer behavior within delivery applications. Specifically, it seeks to determine how attitude, subjective norm, and perceived behavioral control affect user adoption, usage frequency, and satisfaction.

The study is anchored in the Theory of Planned Behavior (PBT), which posits that attitude, subjective norm, and perceived behavioral control predict behavioral intentions and actions (Ajzen & Madden, 1986). This framework provides a comprehensive exploration of the determinants influencing consumer decisions in delivery services, offering a robust basis for analyzing the interaction between these constructs and their impact on user behavior (Azjen, 2006; 2011).

A quantitative approach was employed, using Structural Equation Modeling (SEM) for analysis. Data were collected through a questionnaire adapted from prior PBT studies, targeting users of delivery applications. The survey included items measuring attitude, subjective norm, perceived behavioral control, intention, and past behavior, rated on a Likert scale. The data were analyzed to examine the relationships among the PBT constructs and their influence on consumer behavior.

The analysis revealed significant relationships between subjective norm and perceived control on intention. Perceived control notably influenced usage intention. However, the data indicated that the translation of intention into actual behavior was not statistically significant. These findings highlight the critical role of perceived control and social norms in shaping consumer intentions within delivery applications.

The study underscores the importance of the Theory of Planned Behavior in understanding consumer dynamics in the context of delivery apps. It reveals that while perceived control and subjective norms significantly impact user intentions, these intentions do not always translate into actual usage behavior. This insight is crucial for designing effective marketing strategies and enhancing customer engagement in the delivery service industry.

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