Publication
Experiência do consumidor no comércio eletrónico em Portugal: análise das motivações, critérios de avaliação e intenção de compra em lojas online
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 43013 | 1.62 MB | Adobe PDF |
Advisor(s)
Abstract(s)
Desde os anos 90, a revolução digital tem transformado o comércio eletrónico, impulsionado pelos avanços tecnológicos que modernizaram o setor. A era digital popularizou novas formas de consumo, revolucionando o processo de compra dos consumidores. Durante a pandemia da Covid-19, o comércio eletrónico estabeleceu-se como uma tendência dominante devido à adaptação das empresas ao mercado online. Esta mudança teve um impacto significativo nos hábitos e preferências de consumo dos consumidores, afetando a frequência, o valor e a diversidade das compras online. Neste contexto, cerca de 91% dos consumidores portugueses modificaram seus padrões de consumo devido a pressões económicas, ao fechamento de lojas físicas e à reavaliação de prioridades (EY, 2021). Desta forma, torna-se fundamental entender o impacto do crescimento do comércio eletrónico na experiência de compra do consumidor. Assim, a presente investigação tem como objetivo analisar o impacto do comércio eletrónico na experiência do consumidor residente em Portugal, explorando as motivações para a utilização de lojas online, os critérios de avaliação dessas lojas e os fatores que contribuem para uma experiência positiva e a intenção de compra nesse canal. Para alcançar este objetivo, foram utilizadas bases teóricas adaptadas ao contexto específico das lojas online em Portugal, fundamentadas em estudos anteriores conduzidos por Rose et al. (2012), Chiu et al. (2014) e Jain e Sharma (2020), que abordaram e validaram dimensões semelhantes no âmbito do comércio eletrónico. A metodologia adotada consistiu numa pesquisa de carácter quantitativo, que utiliza um questionário aplicado a uma amostra de 205 consumidores residentes em Portugal. Os resultados revelaram que os consumidores em Portugal têm uma perceção positiva relativamente ao comércio eletrónico. Além disso, as contribuições desta pesquisa incluíram uma compreensão mais aprofundada dos fatores que influenciaram as decisões de compra dos consumidores em lojas online e destacaram a importância de oferecer experiências personalizadas e envolventes para aumentar a probabilidade de conversão e fidelização.
Since the 1990s, the digital revolution has been transforming e-commerce, driven by technological advancements that have modernized the sector. The digital era has popularized new forms of consumption, revolutionizing the purchasing process for consumers. During the Covid-19 pandemic, e-commerce established itself as a dominant trend due to companies adapting to the online market. This shift has had a significant impact on consumer habits and preferences, affecting the frequency, value, and diversity of online purchases. In this context, around 91% of Portuguese consumers have modified their consumption patterns due to economic pressures, store closures, and reevaluation of priorities (EY, 2021). Therefore, it becomes essential to understand the impact of e-commerce growth on the consumer purchasing experience. Thus, this research aims to analyze the impact of e-commerce on the consumer experience in Portugal, exploring the motivations for using online stores, evaluation criteria for these stores, and factors contributing to a positive experience and purchase intention in online channels. To achieve this goal, theoretical background adapted to the specific context of online stores in Portugal were used, based on previous studies conducted by Rose et al. (2012), Chiu et al. (2014) and Jain and Sharma (2020), which addressed and validated similar dimensions within the scope of e-commerce. The adopted methodology consisted of a quantitative survey, using a questionnaire applied to a sample of 205 consumers residing in Portugal. The results revealed that consumers in Portugal have a positive perception of e-commerce. Furthermore, the contributions of this research included a deeper understanding of the factors influencing consumer purchase decisions in online stores and highlighted the importance of offering personalized and engaging experiences to increase the chance of conversion and loyalty.
Since the 1990s, the digital revolution has been transforming e-commerce, driven by technological advancements that have modernized the sector. The digital era has popularized new forms of consumption, revolutionizing the purchasing process for consumers. During the Covid-19 pandemic, e-commerce established itself as a dominant trend due to companies adapting to the online market. This shift has had a significant impact on consumer habits and preferences, affecting the frequency, value, and diversity of online purchases. In this context, around 91% of Portuguese consumers have modified their consumption patterns due to economic pressures, store closures, and reevaluation of priorities (EY, 2021). Therefore, it becomes essential to understand the impact of e-commerce growth on the consumer purchasing experience. Thus, this research aims to analyze the impact of e-commerce on the consumer experience in Portugal, exploring the motivations for using online stores, evaluation criteria for these stores, and factors contributing to a positive experience and purchase intention in online channels. To achieve this goal, theoretical background adapted to the specific context of online stores in Portugal were used, based on previous studies conducted by Rose et al. (2012), Chiu et al. (2014) and Jain and Sharma (2020), which addressed and validated similar dimensions within the scope of e-commerce. The adopted methodology consisted of a quantitative survey, using a questionnaire applied to a sample of 205 consumers residing in Portugal. The results revealed that consumers in Portugal have a positive perception of e-commerce. Furthermore, the contributions of this research included a deeper understanding of the factors influencing consumer purchase decisions in online stores and highlighted the importance of offering personalized and engaging experiences to increase the chance of conversion and loyalty.
Description
Keywords
Comércio eletrónico Lojas online Experiência do consumidor Intenção de compra Valores utilitários e hedónicos Critérios de compra E-commerce Online stores Consumer experience Purchase intention Utilitarian and hedonic values Buying criteria