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Advisor(s)
Abstract(s)
Nos dias de hoje e num mundo cada vez mais globalizado, é mais fácil ter acesso a uma oferta variada de produtos provenientes de todos os cantos do mundo. Esta elevada oferta tornou a escolha e intenção de compra cada vez mais complexa, uma vez que o consumidor é exposto a uma grande variedade de produtos com diferentes características, o que levou a que certos determinantes e o próprio país de origem do produto começassem a ser partes integrantes no processo de compra.
Neste sentido, este estudo tem como objetivo analisar e averiguar quais os determinantes, nomeadamente a marca, qualidade, preço e responsabilidade social, que mais influenciam a intenção de compra de produtos tecnológicos, tendo em contra três origens diferentes para o produto (China, Estados Unidos da América e Europa). Esta investigação deve-se à crescente presença de produtos dessas origens nos mercados internacionais e tem como objetivo perceber como é que os consumidores avaliam produtos de diferentes origens, tendo em conta os seus valores, preferências e necessidades.
A investigação foi realizada em primeiro lugar com o desenvolvimento de uma revisão de literatura que permitiu construir diversos modelos conceptuais e assim desenvolver variadas hipóteses. O próximo passo passou pela aplicação de um estudo empírico quantitativo, com recurso a um questionário direcionado à população geral. De seguida e com o apoio dos softwares o IBM SPSS Statistics 28.0 e o AMOS-SEM 20.0, validou-se os modelos conceptuais, optando-se por equações estruturais com o objetivo de se testar as hipóteses.
Os resultados obtidos permitiram concluir que o preço e a qualidade são os determinantes com mais peso na intenção de compra dos consumidores em relação a produtos tecnológicos “Made in China” e “Made in USA”. Em relação aos produtos “Made in Europe” concluiu-se que nenhum determinante apresentou relevância na intenção de compra. Além disso, verificou-se que existe uma maior preferência por produtos e marcas originárias dos Estados Unidos da América e da Europa, o que nos leva a afirmar que o consumidor tem preferência e mais confiança por produtos com origem em países desenvolvidos.
In today's world, which is becoming increasingly globalized, it is easier to access a diverse range of products from all corners of the globe. This abundant supply has made the choice and purchase intention increasingly complex for consumers since they are exposed to a wide variety of products with different characteristics. This has led to certain determinants and the product's country of origin becoming integral parts of the purchasing process. In this context, this study aims to analyze and investigate which determinants, namely brand, quality, price, and social responsibility, have the most influence on the purchase intention of technological products, considering three different product origins (China, United States of America, and Europe). This research is prompted by the growing presence of products from these origins in international markets and seeks to understand how consumers evaluate products from different origins, taking into account their values, preferences, and needs. The research began with a literature review, which allowed for the construction of various conceptual models and the formulation of hypotheses. The next step involved conducting a quantitative empirical study using a questionnaire administered to the general population. Subsequently, with the support of IBM SPSS Statistics 28.0 and AMOS-SEM 20.0 software, the conceptual models were validated, opting for structural equations to test the hypotheses. The results revealed that price and quality are the determinants with the most significant impact on consumers' purchase intention regarding technological products "Made in China" and "Made in USA." In contrast, concerning products "Made in Europe," none of the determinants showed relevance to purchase intention. Furthermore, it was observed that there is a greater preference for products and brands originating from the United States of America and Europe. This leads us to conclude that consumers have a preference for and more trust in products from developed countries.
In today's world, which is becoming increasingly globalized, it is easier to access a diverse range of products from all corners of the globe. This abundant supply has made the choice and purchase intention increasingly complex for consumers since they are exposed to a wide variety of products with different characteristics. This has led to certain determinants and the product's country of origin becoming integral parts of the purchasing process. In this context, this study aims to analyze and investigate which determinants, namely brand, quality, price, and social responsibility, have the most influence on the purchase intention of technological products, considering three different product origins (China, United States of America, and Europe). This research is prompted by the growing presence of products from these origins in international markets and seeks to understand how consumers evaluate products from different origins, taking into account their values, preferences, and needs. The research began with a literature review, which allowed for the construction of various conceptual models and the formulation of hypotheses. The next step involved conducting a quantitative empirical study using a questionnaire administered to the general population. Subsequently, with the support of IBM SPSS Statistics 28.0 and AMOS-SEM 20.0 software, the conceptual models were validated, opting for structural equations to test the hypotheses. The results revealed that price and quality are the determinants with the most significant impact on consumers' purchase intention regarding technological products "Made in China" and "Made in USA." In contrast, concerning products "Made in Europe," none of the determinants showed relevance to purchase intention. Furthermore, it was observed that there is a greater preference for products and brands originating from the United States of America and Europe. This leads us to conclude that consumers have a preference for and more trust in products from developed countries.
Description
Keywords
Intenção de compra País de origem Made in Determinantes de compra Produtos tecnológicos Purchase intention Country of origin Technological products Purchase factors