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Authors
Abstract(s)
A digitalização e o avanço tecnológico são fatores centrais no progresso da
economia atual. Os empreendedores portugueses rapidamente aderiram ao comércio
eletrónico devido ao baixo investimento necessário e à facilidade de abertura de lojas online.
Esta tendência é impulsionada pelas vantagens que o comércio eletrónico oferece aos
consumidores, como acesso contínuo à informação.
O objetivo desta pesquisa é compreender como o comércio eletrónico influencia as
empresas de retalho em Portugal e qual a sua importância na perspetiva dos consumidores,
com um foco específico no público feminino. A opção metodológica foi a abordagem mista
(quantitativa e qualitativa). Na metodologia quantitativa, foi aplicado um questionário online
a uma amostra significativa de 614 respondentes e o método qualitativo foi aplicado através
de entrevistas em profundidade a 10 profissionais ligados ao comércio eletrónico, com uso da
plataforma Microsoft Teams. Todos os diálogos foram gravados, após consentimento, e
posteriormente transcritos para análise.
Os resultados indicam que as mulheres mais jovens têm mais tendência a fazer
compras online, mas todas as faixas etárias participaram em compras eletrónicas pelo menos
uma vez. As empresas envolvidas na investigação variaram em setores e não são consideradas
pequenas e em média essas empresas têm a sua loja online estabelecida há 10 anos.
Concluindo, as empresas veem o comércio eletrónico como uma oportunidade de
superar as barreiras do espaço físico, alcançando reduções de custos e melhorando a
comunicação. O e-commerce é considerado fundamental para o futuro sustentável dos
negócios. A importância do comércio eletrónico para a sustentabilidade e crescimento
económico é indiscutível, e sugere-se mais estudos para entender a sua evolução em Portugal.
The aim of this research is to understand how e-commerce influences retail companies in Portugal and how important it is from the perspective of consumers, with a specific focus on women. The methodological option was a mixed approach (quantitative and qualitative). In the quantitative methodology, an online questionnaire was applied to a significant sample of 614 respondents and the qualitative method was applied through in depth interviews with 10 e-commerce professionals, using the Microsoft Teams platform. All the conversations were recorded, after consent, and then transcribed for analysis. The results indicate that younger women are more likely to shop online, but all age groups have participated in e-shopping at least once. The companies involved in the research varied in sectors and are not considered small, and on average these companies have had their online store established for 10 years. In conclusion, companies see e-commerce as an opportunity to overcome the barriers of physical space, achieving cost reductions and improving communication. E commerce is considered fundamental to the sustainable future of business. The importance of e-commerce for sustainability and economic growth is indisputable, and further research is suggested to understand its evolution in Portugal.
The aim of this research is to understand how e-commerce influences retail companies in Portugal and how important it is from the perspective of consumers, with a specific focus on women. The methodological option was a mixed approach (quantitative and qualitative). In the quantitative methodology, an online questionnaire was applied to a significant sample of 614 respondents and the qualitative method was applied through in depth interviews with 10 e-commerce professionals, using the Microsoft Teams platform. All the conversations were recorded, after consent, and then transcribed for analysis. The results indicate that younger women are more likely to shop online, but all age groups have participated in e-shopping at least once. The companies involved in the research varied in sectors and are not considered small, and on average these companies have had their online store established for 10 years. In conclusion, companies see e-commerce as an opportunity to overcome the barriers of physical space, achieving cost reductions and improving communication. E commerce is considered fundamental to the sustainable future of business. The importance of e-commerce for sustainability and economic growth is indisputable, and further research is suggested to understand its evolution in Portugal.
Description
Keywords
Comportamento das consumidoras Comércio eletrónico Empresas de retalho Sustentabilidade Consumer behavior Retail businesses E-commerce Sustainability