O impacto da reputação organizacional e da confiança no comércio eletrónico : estudo de caso
Miniatura indisponível
Data
2022
Autores
Título da revista
ISSN da revista
Título do Volume
Editora
Resumo
Numa época em que cada vez mais o comércio eletrónico e o mercado digital têm vindo a ganhar mais destaque em Portugal, esta investigação pretende compreender o impacto que a reputação organizacional e a confiança podem ter no comércio eletrónico. As organizações têm de estar dispostas a conseguir empreender várias mudanças e a diferenciar-se umas das outras para estarem presentes no mercado digital, dando resposta às diversas tendências e aos novos comportamentos que os consumidores podem adotar no mercado digital. Usando uma metodologia de estudo de caso, realizou-se uma análise qualitativa a três hipermercados de Portugal. Os dados evidenciam que as três marcas contêm vários aspetos em comum e iniciaram o seu percurso no comércio eletrónico mais ou menos na mesma altura, com características semelhantes e com objetivos idênticos. No entanto, com o desenvolvimento da era digital, os hipermercados realizaram adaptações diferentes para conseguir o seu lugar no mercado online. Atualmente, conseguem triunfar no comércio eletrónico existindo, cada vez mais, a necessidade de promover os meios digitais das respetivas marcas. A investigação mostrou ainda que a reputação organizacional e a confiança são aspetos cruciais a nível do comércio eletrónico; que os três hipermercados contam com uma boa reputação organizacional e confiança; tornando estes aspetos essenciais de vendas no online.
Palavras-chave: Reputação Organizacional, Confiança, Comércio Eletrónico, Digital, Estudo de caso.
At a time when e-commerce and the digital market have been gaining more and more prominence in Portugal, this research aims to understand the impact that organizational reputation and trust can have on e-commerce. Organizations must be willing to be able to undertake several changes and differentiate themselves from others to be present in the digital market, responding to the various trends and new behaviors that consumers may adopt in digital. Using a case study methodology, a qualitative analysis was carried out on three hypermarkets in Portugal. The data shows that the three brands have several aspects in common and started their journey in e-commerce more or less at the same time, with similar characteristics and with identical objectives. However, the development of the digital era, hypermarkets have made different adaptations to achieve their place in the online market. Today, they are able to succeed in e-commerce and there is an increasing need to promote their brands' digital media. The research also showed that organizational reputation and trust are crutial aspects of e-commerce; that all three hypermarkets have an effective organizational reputation and trust; making these aspects a key sales tool in online commerce. Keywords: Organizational Reputation, Trust, E-commerce, Digital, Case Study.
At a time when e-commerce and the digital market have been gaining more and more prominence in Portugal, this research aims to understand the impact that organizational reputation and trust can have on e-commerce. Organizations must be willing to be able to undertake several changes and differentiate themselves from others to be present in the digital market, responding to the various trends and new behaviors that consumers may adopt in digital. Using a case study methodology, a qualitative analysis was carried out on three hypermarkets in Portugal. The data shows that the three brands have several aspects in common and started their journey in e-commerce more or less at the same time, with similar characteristics and with identical objectives. However, the development of the digital era, hypermarkets have made different adaptations to achieve their place in the online market. Today, they are able to succeed in e-commerce and there is an increasing need to promote their brands' digital media. The research also showed that organizational reputation and trust are crutial aspects of e-commerce; that all three hypermarkets have an effective organizational reputation and trust; making these aspects a key sales tool in online commerce. Keywords: Organizational Reputation, Trust, E-commerce, Digital, Case Study.
Descrição
Orientação: Marta Maria Cordeiro Lopes
Palavras-chave
MESTRADO EM COMUNICAÇÃO NAS ORGANIZAÇÕES, COMUNICAÇÃO, COMUNICAÇÃO ORGANIZACIONAL, IMAGEM ORGANIZACIONAL, ESTUDOS DE CASO, COMÉRCIO ELETRÓNICO, COMMUNICATION, ORGANIZATIONAL COMMUNICATION, ORGANIZATIONAL IMAGE, E-COMMERCE, CASE STUDIES