أثر التفاعل مع تطبيقات الهاتف المحمول على القيمة المدركة لعملاء تطبيقات توصيل الطعام بالمملكة العربية السعودية

الملخص EN

The study aimed to investigate the relationship between interactivity with mobile applications in its six dimensions (active control, personalization, ubiquitous connectivity, connectedness, responsiveness, and synchronicity) and the perceived value of food delivery applications in the kingdom of Saudi Arabia in its three dimensions (functional value, emotional value, and social value).

multiple regression was used to find this relationship, and a survey list was prepared and directed to the customers of food delivery applications in the kingdom of Saudi Arabia.

to analyze the study data, the SPSS statistical program was relied on, and the study data was collected through google drive from 398 customers, and the number of correct answers was 334.

the results of the study showed a significant effect of five dimensions of interactivity with mobile applications (active control, personalization, ubiquitous connectivity, connectedness, responsiveness, and synchronicity) on the perceived value of food delivery application customers in its three dimensions (functional value, emotional value, and social value), and there was an insignificant effect of the connectedness dimension on the total perceived value of food delivery customers.

the study also found a significant difference in customers' perception of study variables (interactivity with mobile applications, perceived value) according to gender, income level, education level, and age.