O que leva os consumidores portugueses a fazerem compras online em sites de roupa e não em lojas físicas
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Data
2017
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O avanço da internet criou novas formas de comprar, utilizando o computador, o telemóvel ou o tablet, assim, o envolvimento dos consumidores na compra online tornou-se uma tendência importante e em consequência, é crucial identificar os determinantes da intenção do consumidor para a compra online.
Usando os dados recolhidos de cerca de 200 pessoas de diferentes idades, este estudo investigou as formas de compra e examinou a relação entre o inicio da compra num determinado dispositivo em artigos de roupa online e a sua finalização de compra, no qual por vezes, não era finalizada a compra pelo dispositivo, sendo assim, foram identificados vários fatores que são: a falta de confiança por parte da loja online; má reputação da mesma; inexistência das diferentes formas de pagamento; falta de serviços ao consumidor; falta de segurança da informação fornecida no site; falta de informação; preço elevado; dificuldade em contatar a loja; o risco de roubo de identidade; o risco de não conseguir o produto que o consumidor pagou, com todos estes pontos consegue-se perceber os motivos pelo qual, muitas vezes o consumidor não finaliza a sua compra.
Os resultados demonstraram que estas variáveis contribuem para as formas de comprar online, ainda hoje estão muito pouco evoluídas, pois o consumidor ainda não se sente completamente à vontade para efetuar uma compra. Adicionalmente estudaram-se também as orientações de acordo com a idade e verificou-se que entre as idades há diferenças significativas. O estudo centrado nestas pessoas com diversas idades sugere que as empresas ligadas ao comércio, ao retalho online na área de vestuário, devem desenvolver formas efetivas de marketing para levar até si este segmento de mercado.
The advancement of the Internet created new ways to buy, while using the computer, tablet or smartphone. Therefore, the involvement of consumers in online shopping has become an important trend and consequently, it’s crucial to identify the determinants of consumer’s intention to buy online. Using the data gathered from approximately 200 people of different ages, this study investigated the way the aforementioned shop and analysed the co-relation between the beginning of the buying process on a particular device for online clothing articles and the checkout, identifying several factors which can be blamed for the non-completion of the purchase on said device: lack of trust on the online shop; bad reputation; lack of different forms of payment; lack of consumer services; lack of security of the information provided on the site; lack of information; high price; difficulty to contact the store; risk of identity theft; risk of not getting the product that the consumer paid, all of these points demonstrate the reasons for which often the consumer does not end the purchase. The results showed that these variables contribute to the different ways of online buying existing today are under evolved, because the consumer does not feel completely comfortable making a purchase. Additionally it was also studied orientations according to age and it was found that between ages there are significant differences. The study focused on these people of different ages suggests that companies linked to trade and online retail in the clothing area should develop effective ways of marketing to bring you this market segment.
The advancement of the Internet created new ways to buy, while using the computer, tablet or smartphone. Therefore, the involvement of consumers in online shopping has become an important trend and consequently, it’s crucial to identify the determinants of consumer’s intention to buy online. Using the data gathered from approximately 200 people of different ages, this study investigated the way the aforementioned shop and analysed the co-relation between the beginning of the buying process on a particular device for online clothing articles and the checkout, identifying several factors which can be blamed for the non-completion of the purchase on said device: lack of trust on the online shop; bad reputation; lack of different forms of payment; lack of consumer services; lack of security of the information provided on the site; lack of information; high price; difficulty to contact the store; risk of identity theft; risk of not getting the product that the consumer paid, all of these points demonstrate the reasons for which often the consumer does not end the purchase. The results showed that these variables contribute to the different ways of online buying existing today are under evolved, because the consumer does not feel completely comfortable making a purchase. Additionally it was also studied orientations according to age and it was found that between ages there are significant differences. The study focused on these people of different ages suggests that companies linked to trade and online retail in the clothing area should develop effective ways of marketing to bring you this market segment.
Descrição
Orientação: Olga Delgado Ortega
Palavras-chave
MESTRADO EM CIÊNCIAS DA COMUNICAÇÃO, MARKETING E PUBLICIDADE, MARKETING, COMPORTAMENTO DOS CONSUMIDORES, CONSUMIDORES, COMÉRCIO ELETRÓNICO, VESTUÁRIO, TELEMÓVEIS, COMPUTADORES, PORTUGAL, COMMUNICATION, MARKETING, CONSUMER BEHAVIOUR, CONSUMERS, E-COMMERCE, CLOTHING, MOBILE PHONES, COMPUTERS, PORTUGAL, COMUNICAÇÃO