Fatores críticos no comportamento do consumidor online: um estudo exploratório / On-line consumer s behavior critical factors: an exploratory study
AUTOR(ES)
Abrão Caro
DATA DE PUBLICAÇÃO
2005
RESUMO
Consumer behavior theory is the base of the investigation of the relationship among Shopping Styles, Personal Values, Shopping Attributes Importance, Innovativity, Involvement and Internet Experience with the process of online shopping in four levels. The investigation consist of a survey with 400 interviews of a non probabilistic sample of students and managers with analysis in two steps. The first step begin with multivariate statistic Factorial Analysis to reduce the number of variables followed by the application of a Binary Logistic Regression to identify the determinant factors of online shopping. The second step of the survey compare, by Variance Analysis the factors with the innovativity among the adopters and the non-adopters of online shopping. The non-adopters are analysed in three groups: the first group who will not buy online, the second who will buy after wide utilization by others, and the third one who will buy as soon as possible. The results shows that in the process of online shopping adoption the innovativity, the Involvement and Facility, New things and Variety are attributes that diferenciate the adopters from the non-adopters. Among the people that buy online there are more Innovators than consumers non-adopters of shopping online.
ASSUNTO(S)
marketing on-line comportamento do consumidor marketing internet marketing internet consumer behavior marketing marketing on-line marketing
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