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Authors
Advisor(s)
Abstract(s)
A presente dissertação de mestrado tem como principal objetivo compreender o
impacto que diferentes dimensões da experiência de compra online de produtos
alimentares de marca própria podem ter na satisfação dos consumidores, tendo como
referencial geográfico Portugal. A satisfação, enquanto resultado da experiência de
compra online, foi analisada por duas perspetivas, nomeadamente a satisfação com os
produtos comprados e com as etapas da jornada de compra online (pré, durante e póscompra).
Estruturado o modelo conceptual, assente na revisão de literatura e que guiou o estudo
empírico, procedeu-se a recolha de dados através de um questionário de caráter
quantitativo realizado na plataforma Qualtrics e direcionado a consumidores que já
tenham realizado pelo menos uma compra online incluindo produtos alimentares de
marca própria. Foram consideradas válidas 209 respostas, analisadas através do software
IBM SPSS Statistics.
Para validar as hipóteses de investigação estipuladas, utilizaram-se diversos
procedimentos estatísticos. Numa fase inicial, a Análise de Componentes Principais
(ACP) permitiu compreender de que forma as escalas de medida utilizadas medem um
determinado constructo. Paralelamente, a Análise de Consistência Interna das escalas,
através do Alfa de Cronbach, permitiu confirmar algumas das ilações retiradas da ACP.
Após esta primeira etapa de análise estatística, foi possível prosseguir com a validação
dos principais pressupostos para a realização das regressões lineares múltiplas que
concluíram que as dimensões da experiência de compra online preditores da satisfação
dos consumidores são a dimensão afetiva e a sensorial. A primeira dimensão é relevante
em ambas as vertentes da satisfação estudadas e a sensorial revelou-se estatisticamente
significante no âmbito da satisfação com as etapas da jornada de compra online.
Por consequente, a investigação realizada pretende servir como contributo para os
avanços da literatura existente sobre o processo de digitalização dos produtos de marca
própria, neste caso, aplicado ao setor alimentar, ao servir como base para futuras
investigações que possam ser desenvolvidas na área, sobretudo com a emergência de
novas estratégias para a evolução das marcas próprias, que deixaram de ser meramente
assentes na manutenção de preços baixos, havendo agora uma clara aposta na qualidade,
diferenciação, “premiumização”, expansão de categorias e incorporação tecnológica.
The present master's thesis aims to understand the impact that the various dimensions of the online shopping experience of food private label products can have on consumer satisfaction, having Portugal as a geographical reference. The satisfaction, as one of the possible outcomes of the online shopping experience, was analyzed from two perspectives: the satisfaction with the purchased products and with the stages that compose the online consumer journey (pre, during and post purchase). After structuring the conceptual model, based in the literature review and that will guide the empirical study, data collection was carried out through a quantitative questionnaire, elaborated using the Qualtrics platform, that had as the main target all consumers who had already made at least one online purchase, including food private label products. In total, 209 valid responses were obtained and posteriorly analyzed using IBM SPSS Statistics. To confirm the formulated hypotheses, several statistical procedures were used. In an initial phase, a Principal Component Analysis (PCA) was performed in order to understand how the measurement scales used respond to a particular construct. At the same time, an analysis of the internal consistency of the scales was being structured using the Cronbach's Alpha that allowed to confirm some of the conclusions drawn from the PCA. Conductive to proceeding with the multiple linear regression, all the assumptions were fulfilled. With the provided results, it was possible to conclude that the dimensions of online shopping with a positive impact on customer satisfaction are the affective and sensory ones. The first is relevant in both perspectives of satisfaction that were studied. The sensorial dimension proved to be statistically significant in terms of the satisfaction with the stages of the online customer journey. This investigation intends to be a contribution to fill existing gaps in the literature and state of the art regarding the digitization of private label products, in this case, applied to the food sector, by serving as a basis for future investigations in the area, especially with the evolution of private labels to strategies that are no longer merely based on maintaining low prices, but on quality, differentiation, “premiumization”, category expansion and technological incorporation.
The present master's thesis aims to understand the impact that the various dimensions of the online shopping experience of food private label products can have on consumer satisfaction, having Portugal as a geographical reference. The satisfaction, as one of the possible outcomes of the online shopping experience, was analyzed from two perspectives: the satisfaction with the purchased products and with the stages that compose the online consumer journey (pre, during and post purchase). After structuring the conceptual model, based in the literature review and that will guide the empirical study, data collection was carried out through a quantitative questionnaire, elaborated using the Qualtrics platform, that had as the main target all consumers who had already made at least one online purchase, including food private label products. In total, 209 valid responses were obtained and posteriorly analyzed using IBM SPSS Statistics. To confirm the formulated hypotheses, several statistical procedures were used. In an initial phase, a Principal Component Analysis (PCA) was performed in order to understand how the measurement scales used respond to a particular construct. At the same time, an analysis of the internal consistency of the scales was being structured using the Cronbach's Alpha that allowed to confirm some of the conclusions drawn from the PCA. Conductive to proceeding with the multiple linear regression, all the assumptions were fulfilled. With the provided results, it was possible to conclude that the dimensions of online shopping with a positive impact on customer satisfaction are the affective and sensory ones. The first is relevant in both perspectives of satisfaction that were studied. The sensorial dimension proved to be statistically significant in terms of the satisfaction with the stages of the online customer journey. This investigation intends to be a contribution to fill existing gaps in the literature and state of the art regarding the digitization of private label products, in this case, applied to the food sector, by serving as a basis for future investigations in the area, especially with the evolution of private labels to strategies that are no longer merely based on maintaining low prices, but on quality, differentiation, “premiumization”, category expansion and technological incorporation.
Description
Mestrado Bolonha em Ciências Empresariais
Keywords
Marcas Próprias E-grocery Experiência de Compra Online Satisfação Private Labels Online Shopping Experience Satisfaction
Pedagogical Context
Citation
Lopes, Fábio Moreira (2022). “Experiência de compra online de produtos alimentares de marca própria em Portugal e o impacto na satisfação”. Dissertação de Mestrado. Universidade de Lisboa. Instituto Superior de Economia e Gestão
Publisher
Instituto Superior de Economia e Gestão