Determinantes da intenção de compra online dos consumidores
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Resumo
A elaboração deste estudo identifica as principais variáveis que influenciam a intenção de compra online por parte dos consumidores. Mais detalhadamente foram analisadas, em termos de relevância para a intenção de compra, a confiança, o design, a proposta de valor, a entrega, a proteção e garantia e por último os métodos de pagamento. A recolha de dados foi efetuada através de um questionário anónimo disponibilizado online e ao qual responderam 182 indivíduos. Os resultados obtidos evidenciaram a relevância da confiança, da proposta de valor e do pagamento para a intenção de compra. Os resultados do estudo também demonstraram o diferente impacto das variáveis nos consumidores com idade igual ou inferior a 25 anos em relação aos restantes das faixas etárias superiores. Nestes casos, ficou evidenciado que a proposta de valor tem impacto na intenção de compra dos consumidores mais novos e as diferentes formas de pagamento impactam a intenção das faixas etárias superiores.
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