A influência do e-commerce no comportamento do consumidor: perceção de compra do consumidor online

• Main Author: Fernandes, António João Monteiro
• Publication Date: 2021
• Format: Master thesis
• Language: por
• Source: Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)
• Download full: http://hdl.handle.net/10400.22/21283
• topic: E-commerce; Consumidor; Comportamento do consumidor; COVID-19; Internet; Compra online; Consumer; Consumer behavior; Online shopping

The e-commerce market has become, over the years, a reality, conquering a regular presence, being part of a routine present in many consumers around the world. With the emphasis on this market and the technological advances, the consumer-market interaction has gained even more strength, becoming even closer. Thus, understanding the consumer (his profile and behavior) is a task of great importance and indispensable for any company that wants to succeed and gain competitive advantage. As such, this study will focus on analyzing the impact of e-commerce on consumer behavior, as well as understanding what motivates online shopping, determining the variables that influence the use of digital by consumers. To achieve this goal, a research model was developed based on a literature review, giving rise to a study base through a quantitative methodology. We used questionnaires, shared through social networks, and sent via e-mail. All 121 responses gave rise to a database that was later used for processing using IBM SPSS Statistics. The results show that not all the hypotheses studied were confirmed, despite being supported by the literature, as is the case of the variables Price and Promotions which were not confirmed as having a positive influence on the intention to buy online. However, the confirmed hypotheses are also supported by the literature, concluding that Quality, Convenience and Safety and Trust positively influence online purchase intention. The study contributed in a very positive way to the perception of what are the determinants that have more weight when it comes to the intention to purchase online, within a convenience sample, which, although it includes respondents with more varied characteristics, does not represent the entire Portuguese population.