Comportamento do consumidor : processo de decisão de compra de livros pela internet / Consumer behavior : buyning decision process of books through the internet

AUTOR(ES)
DATA DE PUBLICAÇÃO

2007

RESUMO

The consumer behavior has been developed through the times, according to economic, social, cultural and technological context it is inserted in. The authors that have written about this theme reflect its evolution and their particular visions about it, leaving specific contributions as they build their consumer behavior models. The dissertation general objective is studying the consumer buying process, emphasizing the several steps that take part in this process. The objective of the first part of this dissertation is capturing and integrating the most recent studies about consumer buying behavior models, starting by Engel, Kollat and Blackwell original model and its newest version (Miniard). There is also a review of literature about internet as a distribution channel, which is considered a revolutionary channel, but has been rarely studied when related to the buying decision process. The second part of this dissertation brings a quantitative descriptive empirical research, focused on a specific target and a specific consumption category: Business Administration college students (from Graduation and Pos-Graduation) who bought books through the internet at least once in the twelve-month period before the survey. The final results point to Blackwell, Engel and Miniard model as the most complete (as in a study from 1974). Some differences were found at the empirical research results compared to the reviewed literature: the more frequent use of external search compared to the internal one, the intense use of experimental sources for the search, the low-frequent use of the internet as a way to search for information and the high incidence of mouth-to-mouth communication (as receptors and propagators).

ASSUNTO(S)

consumer behavior comércio eletrônico comportamento do consumidor books livros eletronic commerce

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