A personalização na decisão de compra no e-commerce: um estudo de caso em Sarandi-RS
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| Publikationsdatum: | 2025 |
| Format: | Master thesis |
| Sprache: | por |
| Quelle: | Repositório Institucional da UPF |
| Download full: | https://repositorio.upf.br/handle/123456789/9987 |
Zusammenfassung: | Personalization in e-commerce can be defined as adapting the shopping experience to individual consumer preferences, adding symbolic value, convenience, and exclusivity. E-commerce, on the other hand, refers to the digital marketing environment, characterized by broad access, practicality, and the integration of interactive resources. In this context, personalization is a relevant strategy for attracting and retaining consumers in a competitive market. This study aimed to investigate how personalization influences purchasing behavior in a luxury e-commerce company located in Sarandi, Rio Grande do Sul, considering the first five stages of the purchase decision model proposed by Blackwell, Miniard, and Engel (2009): need recognition, information search, evaluation of alternatives, purchase decision, and post-purchase behavior. The research used a qualitative approach, with in-depth interviews and content analysis proposed by Bardin (2011). The results showed that personalization acts as a strategic element in all stages analyzed, awakening feelings of belonging, identity, and emotional connection with the brand. Factors such as exclusivity, freedom of choice, practicality, and alignment with individual preferences were perceived as competitive differentiators that influence satisfaction, loyalty, and recommendation. The analysis also revealed emerging categories, such as symbolic and affective value, relevance of personalized recommendations, ease of navigation, and a sense of control. These factors do not act in isolation, but rather in an integrated manner: exclusivity is reinforced by a fluid navigation experience, while the trust conveyed by the website enhances the symbolic value attributed to the product. The conclusion is that personalization should be treated as an integrated strategy. Investments in clear interfaces, assertive recommendations, and flexible customization options favor purchasing decisions and strengthen bonds with different consumer profiles. |