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Advisor(s)
Abstract(s)
Este estudo tem como objetivo caraterizar as mudanças de comportamento de compra online,
decorrentes da pandemia COVID-19, e avaliar a intenção de manter ou alterar comportamentos
adquiridos pelos jovens adultos. Utilizou-se uma metodologia de natureza quantitativa. Os
dados foram recolhidos através de questionário online, de onde resultou uma amostra de 355
respostas. Os resultados revelam a intensificação das compras online, alterações no catálogo de
produtos comprados e aumento dos gastos. A confiança não exerce particular influência sobre
o comportamento de compra analisado, mas é determinante na decisão de manter ou alterar os
comportamentos adquiridos. Numa perspetiva teórica, este estudo apresenta um modelo integrado
de análise do comportamento de compra no contexto pandémico. Para a gestão, os resultados do
estudo fornecem informação sobre o comportamento durante e pós-pandémico do segmento de
jovens adultos. Este segmento é destacado pela sua grande adesão ao comércio eletrónico e por
constituir a geração de compradores do futuro.
This study aims to characterize the changes in online purchasing behaviour, resulting from the COVID-19 pandemic, and to assess the intention to maintain or break with behaviors acquired by young adults. A quantitative methodology was used, supported by an online questionnaire, with a sample of 355 answers. The results reveal an intensification of online shopping, changes in the catalogue of products purchased, and an increase in spending. Trust has no particular influence on the buying behavior analysed, but it is a determining factor in the decision to maintain or break with the behaviors acquired. From a theoretical perspective, this study presents an integrated model for analysing buying behavior in the pandemic context. For management, the results of this study provide information about the behavior during and post-pandemic of the young adult segment. This segment is highlighted for its large adherence to e-commerce and for being the generation of buyers of the future.
This study aims to characterize the changes in online purchasing behaviour, resulting from the COVID-19 pandemic, and to assess the intention to maintain or break with behaviors acquired by young adults. A quantitative methodology was used, supported by an online questionnaire, with a sample of 355 answers. The results reveal an intensification of online shopping, changes in the catalogue of products purchased, and an increase in spending. Trust has no particular influence on the buying behavior analysed, but it is a determining factor in the decision to maintain or break with the behaviors acquired. From a theoretical perspective, this study presents an integrated model for analysing buying behavior in the pandemic context. For management, the results of this study provide information about the behavior during and post-pandemic of the young adult segment. This segment is highlighted for its large adherence to e-commerce and for being the generation of buyers of the future.
Description
Keywords
Compras online COVID-19 Jovens adultos Comportamento do consumidor Online shopping Consumer behavior Young adults
Citation
Publisher
CEOS