Factores que inciden en los hábitos y actitudes del consumidor millennials al usar plataformas digitales food delivery en Guayaquil.

Abstract

This research paper proposes as a main objective the investigation of the factors that affect the habits and attitudes of the millenary consumer when digital food delivery platforms are used in the city of Guayaquil. Several theoretical models are proposed; whose basis is the Theory of Reasoned Action. The research design is correlational and descriptive with quantitative approach and deductive logic. The statistical technique applied in the study is Principal Component Analysis (PCA). The achievement of this leads to the conclusion that the components that most influence the habits and attitudes of the millennial consumer is the user interface itself and the perceived benefits that users contract when they use this service. Finally, the hypothesis raised is verified by supporting the fact that the factors presented are of vital importance to generate a greater reception when using this type of service.