Fatores que influenciam os consumidores portugueses na compra online
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Data
2019
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Esta dissertação tem como objetivo principal compreender os motivos que levam os consumidores portugueses a optarem pelo comércio online. Com isso, pretendeu-se analisar os hábitos de consumo, identificar os principais influenciadores, avaliar o grau de satisfação, e identificar os riscos percebidos pelos consumidores no processo de decisão de compras online.
Para realização desta investigação efetuou-se uma pesquisa bibliográfica, levantamentos documentais e estatísticos. Em seguida, aplicou-se o questionário, que contou com uma amostra de 219 participantes, de ambos os sexos, com idades compreendidas entre os 18 e os 65 anos.
Após a recolha da amostra do google formulário, fez-se a conversão dos dados para o programa SPSS onde se aplicaram técnicas de estatística descritiva e inferencial, que permitiu analisar a relação existente entre as variáveis sociodemográficas, com os fatores influenciadores no processo da decisão de compras online.
Os resultados da análise contribuíram para identificar o preço e a comodidade como sendo os principais motivos pelos quais os consumidores compram online. Através da análise estatística permitiu verificar-se que existem diferenças significativas nas variáveis sociodemográficas (género e idade) com os fatores influenciadores no processo da decisão de compras online. Enquanto que, a situação profissional e as habilitações académicas não revelaram ter efeitos significativos.
The main porpose of this paper is to undertand the reasons why portuguese consumers choose the online trade. Based on this, was intended to analyse the consume habits and behaviour, indentify the main influencers, analyse the satisfection level and the main riscs realised by the consumers during the online shopping choice process. To this investigation, was done a bibliografic, documentar and statistic research.Then it was applied a quiz that featured around 219 male and female people, aged between 18 and 65 years old. After selecting the sample from the google formulary, it was made the data conversion through the SPSS program, where it has been used discriptive and inferencial statistic mensurement which allowed to analyse the relashionshion among all the sociodemographies with the influencing factors on the online shopping decision. The results contributed to indentify that the price and convenience are the main reasons why the consumers shop online. Through the statistic analyse was possible to verified that showed significant diferences between the sociodemographic points (age and gender) and the influencing factors on the online shopping process while professional situations and academic qualifications didn't have any significative effects.
The main porpose of this paper is to undertand the reasons why portuguese consumers choose the online trade. Based on this, was intended to analyse the consume habits and behaviour, indentify the main influencers, analyse the satisfection level and the main riscs realised by the consumers during the online shopping choice process. To this investigation, was done a bibliografic, documentar and statistic research.Then it was applied a quiz that featured around 219 male and female people, aged between 18 and 65 years old. After selecting the sample from the google formulary, it was made the data conversion through the SPSS program, where it has been used discriptive and inferencial statistic mensurement which allowed to analyse the relashionshion among all the sociodemographies with the influencing factors on the online shopping decision. The results contributed to indentify that the price and convenience are the main reasons why the consumers shop online. Through the statistic analyse was possible to verified that showed significant diferences between the sociodemographic points (age and gender) and the influencing factors on the online shopping process while professional situations and academic qualifications didn't have any significative effects.
Descrição
Orientação: Paula Rita Brito Vitorino de Carvalho
Palavras-chave
MESTRADO EM GESTÃO DE EMPRESAS, GESTÃO, GESTÃO DE EMPRESAS, COMÉRCIO ELETRÓNICO, COMPORTAMENTO DOS CONSUMIDORES, INTERNET, MANAGEMENT, BUSINESS MANAGEMENT, E-COMMERCE, CONSUMER BEHAVIOUR