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Abstract(s)
Com o desenvolvimento tecnolĂłgico, surge o consumo pelo canal online, o e-Commerce.
Complementado a este consumo, surge o Marketing Digital, trazendo novas ferramentas
que possibilitam às organizaçÔes uma maior interação com o consumidor, aproximando
relaçÔes, bem como uma maior recolha de dados, de maneira a verificar as necessidades
de cada indivĂduo, conseguindo influenciar eficazmente e responder de forma rĂĄpida.
Em contribuição, o Marketing Digital afeta severamente o comportamento de compra
online.
Tendo em conta o relatĂłrio CTT e-Commerce (2020) e o estudo realizado pela ACEPI
(2020), indicam que em Portugal, os setores moda/beleza; produtos alimentares e bebidas
e categorias de equipamentos para uso doméstico (setor informåtico/eletrodoméstico)
foram os mais comprados online, este estudo tem como objetivo observar a influĂȘncia
digital no comportamento de compra online, assim como procurar entender as razÔes e
motivaçÔes das mesmas, aliando tudo isto à intenção da repetição de compra, estratificada
pelas geraçÔes adultas.
Com base neste pressuposto, foram formuladas um conjunto de questÔes, para responder
aos objetivos deste estudo. A metodologia adotada Ă© um estudo exploratĂłrio, com recurso
a um questionĂĄrio.
Neste estudo de investigação observa-se que as principais razÔes para a compra online
devem-se Ă conveniĂȘncia/comodidade, seleção, informação disponĂvel. Verificou-se que
existe uma maior associação entre os valores hedónicos com a intenção da repetição de
compra com a geração Z. Jå a maior associação entre os valores utilitårios com a intenção
da recompra då-se na geração Y.
Também se verificou que a geração Z é a mais provåvel de voltar comprar pelo canal
online.
Por fim, verificou-se que o Marketing Digital e as suas ferramentas influenciam
positivamente o comportamento de compra do consumidor online e que são as promoçÔes
e notificaçÔes personalizadas a cada consumidor que acabam por influenciar mais o
mesmo. Ainda assim, a geração Z, no geral, é a mais influenciada digitalmente.
With technological development, there is consumption through the online channel, e Commerce. Complemented to this consumption, Digital Marketing appears, bringing new tools that enable associations to have greater interaction with the consumer, bringing relationships together, as well as greater data collection, in order to verify the needs of each individual, managing to be effectively applied and respond quickly. In contribution, Digital Marketing severely affects online buying behavior. Taking into account the CTT e-Commerce report (2020) and the study carried out by ACEPI (2020), it indicates that in Portugal, the fashion / beauty sectors; food and beverage products and categories of equipment for household use (computer / home appliance sector) were the most purchased online, this study aims to observe the digital influence on online shopping behavior, as well as trying to understand the reasons and motivations of those eliminated, combining all this with the intention of repeat purchases, stratified by adult generations. Based on this assumption, a set of questions were formulated to answer the objectives of this study. The methodology adopted is an exploratory study, using a questionnaire. This research study must be done if the main reasons for online purchase are to be followed according to convenience/convenience, selection, available information. It was found that there is a greater association between hedonic values and the intention to buy purchase with generation Z. On the other hand, the greatest association between utilitarian values and the intention of repurchase occurs in generation Y. Generation Z was also found to be the most likely to come back to buy online. Finally, it was found that Digital Marketing and its tools positively influence the buying behavior of online consumers and that promotions and personalized notifications for each consumer end up influencing the consumer more. Still, Generation Z, overall, is the most digitally influenced.
With technological development, there is consumption through the online channel, e Commerce. Complemented to this consumption, Digital Marketing appears, bringing new tools that enable associations to have greater interaction with the consumer, bringing relationships together, as well as greater data collection, in order to verify the needs of each individual, managing to be effectively applied and respond quickly. In contribution, Digital Marketing severely affects online buying behavior. Taking into account the CTT e-Commerce report (2020) and the study carried out by ACEPI (2020), it indicates that in Portugal, the fashion / beauty sectors; food and beverage products and categories of equipment for household use (computer / home appliance sector) were the most purchased online, this study aims to observe the digital influence on online shopping behavior, as well as trying to understand the reasons and motivations of those eliminated, combining all this with the intention of repeat purchases, stratified by adult generations. Based on this assumption, a set of questions were formulated to answer the objectives of this study. The methodology adopted is an exploratory study, using a questionnaire. This research study must be done if the main reasons for online purchase are to be followed according to convenience/convenience, selection, available information. It was found that there is a greater association between hedonic values and the intention to buy purchase with generation Z. On the other hand, the greatest association between utilitarian values and the intention of repurchase occurs in generation Y. Generation Z was also found to be the most likely to come back to buy online. Finally, it was found that Digital Marketing and its tools positively influence the buying behavior of online consumers and that promotions and personalized notifications for each consumer end up influencing the consumer more. Still, Generation Z, overall, is the most digitally influenced.
Description
Keywords
Marketing digital E-commerce Canal online Comportamento de compra RazÔes e motivaçÔes de compra Digital marketing E-commerce Online channel Buying behavior Reasons and motivations to buy