Factores que impulsan la adopción de aplicaciones de compra en los supermercados en la ciudad de Guayaquil. caso de estudio Tipti.

Abstract

This study is aimed at the analysis of the factors that affect the adoption of shopping applications in supermarkets, taking as a case study the Tipti platform in the city of Guayaquil. The main objective is to identify the variables that affect consumer behavior, such as ease of use, perceived usefulness, and trust in the platform. To this end, a mixed methodology was adapted that combines qualitative and quantitative approaches, applying structured surveys based on the Technological Acceptance Model (TAM). Through convenience sampling, 231 users participated in the survey, which made it possible to analyze in particular the perceptions and behaviors associated with the use of the application. Among the main results, it was found that elements such as service personalization, promotions, and flexibility in delivery schedules are important. It was also identified that confidence in the security of transactions and ease of use are essential factors to guarantee a satisfactory user experience. In this way, it is concluded that the adoption of shopping applications depends not only on their own technological characteristics, but also on their ability to respond to local needs and optimize the user experience.