The role of visual design in food apps: exploring its impact on perceived quality, trust, value and purchase intention

Purpose This study aims to identify the influence of the visual design done by restaurants featured in food delivery apps on their perceived quality and perceived trust, and their influence on perceived value and purchase intention. Design/methodology/approach We developed a theoretical structural model and carried out a study with 267 Brazilian users of food delivery apps. We analyzed data using structural equation modeling with partial least squares (PLS-SEM). Findings Our results suggested that the visual design of the restaurant in the mobile app influences the perceived quality and perceived trust. In turn, it significantly influences the consumer’s perceived value of products and services. Perceived value, mediated by trust, can significantly influence consumer purchase intention for products from restaurants in food delivery apps. We also found that the perceived quality of restaurants from food apps did not directly influence the consumer’s purchase intention. Research limitations/implications This study contributes to the literature by providing evidence about how the visual design in food apps can generate greater perceived quality and trust for consumers. In addition, our findings show that it will generate a perceived value of the product, which, together with trust, can increase the consumer’s purchase intention. Originality/value This study contributes to a new approach that highlights the importance of visual design for the food sector, especially its effects on consumer purchases in food apps.