Risco percebido e estado de fluxo em compras pela internet

AUTOR(ES)

Cristiane Salomà Ribeiro Costa

DATA DE PUBLICAÇÃO

2007

RESUMO

Flow theory has been presented as excellent information to understand the consumers behavior in online environments. Flow theory represents a possibility to stimulate the consumption. In other hand, the perceived risk can be an inhibitor of the online purchases. Perceived risk has been object of diverse academic studies. The objective of this thesis is to investigate the relation between the perceived risk and the flow behavior. This research has an exploratory-descriptive character. Firstly, several interviews were conduct to construct a better knowledge about the theories. Secondly, a virtual survey was applied, through an online questionnaire to a non-probabilistic sample. A number of 201 valid questionnaires were gotten. Multivaried analyses techniques were used. The analyses conclude that only one proposal was confirmed: how much bigger the risk perceived in the online purchases, minor the flow possibility. The hability with the virtual environment had no to moderate this relation

ASSUNTO(S)

estado de fluxo perceived risk e-commerce administracao risco percebido comportamento do consumidor e-commerce consumer behavior flow

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