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Advisor(s)
Abstract(s)
Há já algumas décadas que a utilização mundial da Internet é elevada, sendo a
tendência natural o aumento acentuado desta utilização ao longo dos anos. Desde a
utilização para fins lúdicos ou recreativos até à utilização para fins profissionais, a Internet
veio facilitar o contato entre diferentes pessoas, empresas e mercados, tornando-se
rapidamente num elemento essencial nas vidas de milhões de pessoas.
Para o consumidor, a Internet veio facilitar os processos e assumiu um papel
facilitador ao garantir acesso a um maior conhecimento acerca das marcas e produtos. Para
as marcas, a Internet é uma forte ferramenta para alcançar um maior número de mercados,
contudo este canal veio atribuir uma maior importância à experiência de compra inerente
às compras online.
O presente trabalho de investigação pretende criar fundamentos teóricos que
ajudem a perceber de que forma as experiências de compra online de bens de luxo
influenciam os consumidores online, nomeadamente o nível de e-satisfação, da E-Perceção
de benefício, da e-confiança e consequentemente da e-lealdade destes a determinada
marca.
Assim através de um estudo quantitativo, junto de uma amostra de 402 utilizadores
de Internet selecionada por conveniência, foi possível compreender de que forma a
experiência de compra online de produtos de luxo influencia a relação dos consumidores
com as marcas de luxo. Os resultados da investigação permitiram constatar que a
Experiência de Compra exerce uma influência sobre a E-Satisfação, E-Confiança e EPerceção
de Benefício, e que a E-Satisfação por sua vez influencia a E-Lealdade dos
consumidores online Portugueses.
Concluiu-se ainda que os consumidores de marcas de luxo online satisfeitos com a
experiência de compra são consumidores potencialmente mais leais às marcas. Ou seja
concluiu-se que a E-Satisfação influencia a E-Lealdade dos consumidores online de marcas
de luxo.
For some decades now, the worldwide use of the Internet has been high, with a natural tendency to increase throughout the years. From recreational to professional use, the Internet has facilitated contact between different people, businesses and markets, quickly becoming an essential element in the lives of millions of people. For the consumer, the Internet has facilitated the processes and played a facilitating role in ensuring access to more knowledge about brands and products. For brands, the Internet is a strong tool to reach a greater number of markets, but this channel has now placed greater importance on the shopping experience inherent to online shopping. This research aims at creating theoretical foundations that help to understand how online shopping experiences of luxury goods influence consumers online, in particular the level of e-satisfaction, e-perceived benefit, e-trust and consequently of their loyalty to a certain brand. Thus, through a quantitative study with a sample of 402 Internet users selected for convenience, it was possible to understand how the experience of buying luxury products online influences the relationship of consumers with luxury brands. The results of the investigation showed that Shopping Experience has an influence on E-Satisfaction, E-trust and E-Perceived benefit, and that on the other hand ESatisfaction influences E-Loyalty of Portuguese online consumers. It was also possible to conclude that online consumers of luxury brands, satisfied with a shopping experience, are potentially more loyal to brands. In other words, it was concluded that E-Satisfaction influenced the E-Loyalty of online consumers of luxury brands.
For some decades now, the worldwide use of the Internet has been high, with a natural tendency to increase throughout the years. From recreational to professional use, the Internet has facilitated contact between different people, businesses and markets, quickly becoming an essential element in the lives of millions of people. For the consumer, the Internet has facilitated the processes and played a facilitating role in ensuring access to more knowledge about brands and products. For brands, the Internet is a strong tool to reach a greater number of markets, but this channel has now placed greater importance on the shopping experience inherent to online shopping. This research aims at creating theoretical foundations that help to understand how online shopping experiences of luxury goods influence consumers online, in particular the level of e-satisfaction, e-perceived benefit, e-trust and consequently of their loyalty to a certain brand. Thus, through a quantitative study with a sample of 402 Internet users selected for convenience, it was possible to understand how the experience of buying luxury products online influences the relationship of consumers with luxury brands. The results of the investigation showed that Shopping Experience has an influence on E-Satisfaction, E-trust and E-Perceived benefit, and that on the other hand ESatisfaction influences E-Loyalty of Portuguese online consumers. It was also possible to conclude that online consumers of luxury brands, satisfied with a shopping experience, are potentially more loyal to brands. In other words, it was concluded that E-Satisfaction influenced the E-Loyalty of online consumers of luxury brands.
Description
Versão final (Esta versão contém as críticas e sugestões dos elementos do júri)
Keywords
E-commerce Experiência de compra E-satisfação E-confiança E-lealdade E-perceção de benefício E-commerce E-loyalty Eperceived benefit Shopping experience E-satisfaction E-trust