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Quick-commerce para compras de supermercado em Portugal : os antecedentes da intenção comportamental
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Autores
Orientador(es)
Resumo(s)
Em resultado do amadurecimento do e-commerce e da constante mudança de hábitos
de vida, um número crescente de consumidores utiliza apps de entregas ultrarrápidas para
compras de supermercado. O quick-commerce consiste na geração seguinte do ecommerce e evidencia a rapidez e comodidade por meio da transformação digital do
retalho online, sendo esta uma das indústrias mais dinâmicas. Algumas investigações
anteriores desenvolveram modelos conceptuais que estudaram os antecedentes à intenção
comportamental no contexto do comércio eletrónico. O presente estudo sustentou-se em
teorias de aceitação tecnológica e comportamento do consumidor e investigou motivações
utilitárias, motivações hedónicas, motivações experienciais, atitudes, norma subjetiva,
controlo comportamental e intenção comportamental nos utilizadores de plataformas de
instant delivery para compras de supermercado em Portugal.
Esta investigação de natureza descritivo-explanatória recorre a um tipo de estudo de
método misto – qualitativo e quantitativo – e é utilizada uma técnica de amostragem não
probabilística por conveniência. Numa primeira fase, os dados foram recolhidos através
de focus group e, numa segunda fase, foi divulgado um questionário online, obtendo-se
201 respostas válidas, sendo posteriormente tratados e analisados por meio de métodos
estatísticos no software IBM SPSS Statistics 27.
Os resultados indicam que as motivações utilitárias e experienciais influenciam
significativamente a atitude; por sua vez, a atitude e a norma subjetiva têm influência
sobre a intenção comportamental. Os resultados sugerem que a alteração das necessidades
dos consumidores leva à progressiva valorização de serviços que proporcionem maior
conveniência, por meio da eficácia da rapidez da entrega e comodidade. O q-commerce
tem um enorme potencial de crescimento e as empresas devem focar-se nos antecedentes
da intenção comportamental. Foram apresentadas as limitações identificadas ao longo do
estudo e foram feitas sugestões para pesquisas futuras.
As a result of the maturation of e-commerce and the continuous change in lifestyle habits, an increasing number of consumers use instant delivery apps for grocery shopping. Quick-commerce is the next generation of e-commerce and highlights the speed and convenience through the digital transformation of online retail, which is one of the most dynamic industries. Some previous research has developed conceptual models that have studied the antecedents of behavioural intent in the context of e-commerce. The present study was based on theories of technological acceptance and consumer behaviour and investigated utilitarian motivations, hedonic motivations, experiential motivations, attitudes, subjective norm, behavioural control, and behavioural intention in users of instant delivery platforms for supermarket purchases in Portugal. This descriptive-explanatory investigation uses a mixed method type of study – qualitative and quantitative – and a non-probabilistic convenience sampling technique is used. First, the data were collected through a focus group and afterwards an online questionnaire was published, obtaining 201 valid responses, which were later processed and analysed using statistical methods in the IBM SPSS Statistics 27 software. The results indicate that utilitarian and experiential motivations significantly influence attitude; in turn, attitude and subjective norm influence behavioural intention. The results suggest that the change in consumer needs leads to the progressive appreciation of services that provide greater convenience, through the effectiveness of speed of delivery and comfort. Q-commerce has huge growth potential and companies focus on the antecedents of behavioural intent. The limitations identified throughout the study were presented and suggestions for future research were made.
As a result of the maturation of e-commerce and the continuous change in lifestyle habits, an increasing number of consumers use instant delivery apps for grocery shopping. Quick-commerce is the next generation of e-commerce and highlights the speed and convenience through the digital transformation of online retail, which is one of the most dynamic industries. Some previous research has developed conceptual models that have studied the antecedents of behavioural intent in the context of e-commerce. The present study was based on theories of technological acceptance and consumer behaviour and investigated utilitarian motivations, hedonic motivations, experiential motivations, attitudes, subjective norm, behavioural control, and behavioural intention in users of instant delivery platforms for supermarket purchases in Portugal. This descriptive-explanatory investigation uses a mixed method type of study – qualitative and quantitative – and a non-probabilistic convenience sampling technique is used. First, the data were collected through a focus group and afterwards an online questionnaire was published, obtaining 201 valid responses, which were later processed and analysed using statistical methods in the IBM SPSS Statistics 27 software. The results indicate that utilitarian and experiential motivations significantly influence attitude; in turn, attitude and subjective norm influence behavioural intention. The results suggest that the change in consumer needs leads to the progressive appreciation of services that provide greater convenience, through the effectiveness of speed of delivery and comfort. Q-commerce has huge growth potential and companies focus on the antecedents of behavioural intent. The limitations identified throughout the study were presented and suggestions for future research were made.
Descrição
Mestrado Bolonha em Marketing
Palavras-chave
q-commerce apps de instant delivery compras de supermercado intenção comportamental teoria de comportamento do consumidor teoria de aceitação tecnológica supermarket shopping behavioural intention consumer behaviour theory technology acceptance theory
Contexto Educativo
Citação
Ruão, Mariana Leal (2022). “Quick-commerce para compras de supermercado em Portugal : os antecedentes da intenção comportamental”. Dissertação de Mestrado. Universidade de Lisboa. Instituto Superior de Economia e Gestão
Editora
Instituto Superior de Economia e Gestão