More than functionality: how technological perception drives price fairness and brand equity in food delivery

Chinelato F.B.; Cruz D.B.d.F. · British Food Journal (2025) · DOI: 10.1108/bfj-06-2025-0750

Resumen

Purpose – The technology used in the food delivery app (FDA) sector is extensively studied regarding its functionality and practicality. However, less attention is given to understanding how this technology affects consumer perceptions. This study aims to analyse, from the consumer’s perspective and utilising the expectation-confirmation theory (ECT), how technology shapes their perceptions of price fairness, experiences and the influence of these factors on brand equity. Design/methodology/approach – A survey with 315 respondents was applied in this study. The proposed theoretical model was evaluated using the SEMinR package in the R programming language, which is indicated for partial least squares structural equation modelling (PLS-SEM) methods. Findings – The results confirm that technological perception alone explains 32.9% of the perception of FDA price fairness. This perception, combined with price fairness, explains 61.8% of the customer experience. As a result, the model explains 68.7% of brand equity. Originality/value – This is the first study to analyse in an integral model the impacts of customers' technological perceptions on the FDA brand, demonstrating that it is not just about offering low-price policies, but about practicing price fairness and valuing the customer experience, as this will have a direct impact on brand equity.

Instituciones: Pontificia Universidad Católica del Perú