Understanding the adoption of delivery apps: Applicability study for a segmented marketing strategy for gig workers

Abstract

More than ever, buying and receiving products through delivery apps has gained global traction. This new reality has impacted several sectors, such as transportation and logistics, which need to structure their operations to serve increasingly demanding customers for an agile and personalized delivery experience. In this scenario, delivery app companies compete in an increasingly saturated market that demands workers available in strategic locations in large urban centers, within the concept of the gig economy. This study examines the specific adoption of delivery platforms by gig workers considering different cultural and demographic scenarios. To this end, it explores theoretical and scientific arguments that analyze the adoption and acceptance of new delivery apps based on the unified theory of acceptance and use of technology (UTAUT2) model, which considers variables related to economic values, culture, and social influences. Cultural and social influences were observed considering a sample of 253 subjects surveyed in 7 different Brazilian regions considered logistics hubs and large urban centers, ensuring richness of details and accurate information, given that there was a single interviewer and data collector in contact with all interviewees. The data were analyzed using the partial least squares method to test the proposed theoretical model. This is an exclusive study that aims to be a pioneer in communication and marketing regarding attraction, retention and loyalty strategies in the gig economy scenario. The results demonstrated a significant positive relationship between the UTAUT2 constructs and the loyalty of self-employed workers in the context of delivery apps. In addition, the moderating effect of convenience was observed, with a more substantial impact seen between intention and usage behavior. In parallel, segmentation and personalization also proved to be relevant to usage behavior. These findings suggest that segmented marketing tactics have a positive impact on a strategy aimed at acquiring and retaining gig workers in order to guide companies, researchers and professionals in developing assertive actions to build loyalty among this audience.