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Publicação
Experiência online e influência nas intenções de compra dos consumidores
Orientador(es)
Resumo(s)
A elevada competição no e-commerce tem levado a que as organizações explorem diferentes formas de criar vantagens competitivas para os seus consumidores. Consequentemente, o foco dado na experiência online dos consumidores tem vindo a ganhar destaque. Ainda assim, é necessário desenvolver os conhecimentos sobre a experiência online e os seus possíveis resultados de forma que possam ser criadas relações duradouras com os consumidores. Desta forma, o grande objetivo do presente estudo consiste em desenvolver um modelo que ajude a explicar a influência que a experiência online tem nas intenções de compra dos consumidores.
O presente trabalho é de natureza exploratória. Este trata-se de um estudo quantitativo que utiliza uma amostra não probabilística por conveniência. Relativamente ao processo de recolha de dados, foram recolhidos dados primários com recurso a um questionário. Neste, 199 inquiridos providenciaram questionários completos. Estes foram de seguida analisados com recurso ao software IBM SPSS Statistics 26.
Os resultados obtidos, após análise dos mesmos, permitiram demonstrar que a experiência online influencia a satisfação e confiança nas compras online e que estas demonstraram ser antecedentes das intenções de compra dos consumidores.
A nível teórico, a presente dissertação contribui para o aprofundamento do conhecimento sobre as experiências online completando lacunas na literatura existente. Ao nível prático esta, visa auxiliar os decisores das organizações no desenvolvimento dos seus websites de forma a promoveram experiências online positivas aos seus consumidores com o objetivo de aumentar as intenções de compra dos mesmos.
The high level of competition in e-commerce has led organizations to explore different ways to create competitive advantages for their customers. As a result, the focus on consumers' online experience is gaining prominence. Still, it is necessary to develop knowledge about the online experience and its possible outcomes so that lasting relationships can be created with customers. Thus, the purpose of this study is to develop a model that helps explain the influence that online experience has on consumers' purchase intentions. The present study is exploratory by nature. It is a quantitative study that utilizes a non-probability convenience sampling technique. Regarding the data collection, it was collected primary data which was acquired via form of questionnaire. In it, 199 respondents provided complete questionnaires. These were then analyzed with the software IBM SPSS Statistics 26. The results, after their analysis, showed that online experience influences online shopping satisfaction and confidence. Additionally, the results of online experience have been shown to be antecedents of consumers' purchase intentions. This thesis aids in the understanding of online experiences by completing gaps within the existing literature. On a practical level, it aims to assist decision makers in developing their websites in order to promote positive online experiences to their consumers and, consequently, increase their purchase intentions.
The high level of competition in e-commerce has led organizations to explore different ways to create competitive advantages for their customers. As a result, the focus on consumers' online experience is gaining prominence. Still, it is necessary to develop knowledge about the online experience and its possible outcomes so that lasting relationships can be created with customers. Thus, the purpose of this study is to develop a model that helps explain the influence that online experience has on consumers' purchase intentions. The present study is exploratory by nature. It is a quantitative study that utilizes a non-probability convenience sampling technique. Regarding the data collection, it was collected primary data which was acquired via form of questionnaire. In it, 199 respondents provided complete questionnaires. These were then analyzed with the software IBM SPSS Statistics 26. The results, after their analysis, showed that online experience influences online shopping satisfaction and confidence. Additionally, the results of online experience have been shown to be antecedents of consumers' purchase intentions. This thesis aids in the understanding of online experiences by completing gaps within the existing literature. On a practical level, it aims to assist decision makers in developing their websites in order to promote positive online experiences to their consumers and, consequently, increase their purchase intentions.
Descrição
Mestrado Bolonha em Marketing
Palavras-chave
E-commerce Experiência Online Satisfação Confiança Intenções de Compra Online Experience Satisfaction Trust Purchase Intention
Contexto Educativo
Citação
Oliveira, Gonçalo Maria Martins Catarino Galamba de (2021). "Experiência online e influência nas intenções de compra dos consumidores". Dissertação de Mestrado, Universidade de Lisboa. Instituto Superior de Economia e Gestão.
Editora
Instituto Superior de Economia e Gestão