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Advisor(s)
Abstract(s)
Com o florescimento de lojas online e tendo em conta o poder de compra da geração millennials e o seu comportamento inconstante e desleal, urge perceber de que forma os podemos fidelizar.
Este estudo procura ir de encontro às preocupações dos responsáveis de marketing tendo como objetivo analisar e medir os fatores determinantes da fidelização online da geração millennials perante o e-commerce em Portugal.
Foi realizado um estudo quantitativo por questionário, a partir da identificação de um modelo teórico, suportado pelo levantamento bibliográfico sobre variáveis latentes, suscetível de investigar as relações entre os determinantes da fidelização online. Os dados foram recolhidos através de um instrumento de medida, disponível online, o qual, permitiu obter uma amostra válida de 109 inquiridos. As hipóteses foram testadas através de várias análises estatísticas nomeadamente: Média, desvio padrão, teste de independência de qui-quadrado, testes à medida de associação V de Cramer, correlação linear de Pearson, correlação ordinal de Spearman e coeficiente alpha de Cronbach de forma a explorar a relação entre as variáveis.
Os resultados obtidos precisam ser analisados com toda a precaução, não podendo ser objeto de generalizações, devido ao uso de uma amostra de conveniência. A ausência de estudos nacionais homólogos teve algumas implicações na discussão dos resultados.
O principal contributo deste estudo é dar a perceber o comportamento de compra da geração nativa da internet e a forma como agir para os fidelizar.
With the advent of online shopping and taking into account the purchasing power of millennials generation and its fickle and disloyal behavior, it is urgent to understand how we can retain them. This study seeks to meet the concerns of marketing responsible having to analyze and measure the determinants of online loyalty of millennials generation in e-commerce in Portugal. A quantitative questionnaire study was carried out, from the identification of a theoretical model, supported by literature on latent variables, susceptible to investigate the relationship between the determinants of online loyalty. Data were collected through a measurement tool, available online, which allowed obtaining a valid sample of 109 respondents. The hypotheses were tested using several statistical analyzes including: Mean, standard deviation, chi-square test of independence, testing the measure of association V Cramer, Pearson’s correlation, Spearman’s ordinal correlation and Cronbach's alpha coefficient to explore the relationship between the variables. The results need to be analyzed with all the caution and must not be subject to generalize due to the use of a sample of convenience. The absence of similar national studies had some implications for the discussion of results. The main contribution of this study is to realize the buying behavior of native Internet generation and how to build customer loyalty.
With the advent of online shopping and taking into account the purchasing power of millennials generation and its fickle and disloyal behavior, it is urgent to understand how we can retain them. This study seeks to meet the concerns of marketing responsible having to analyze and measure the determinants of online loyalty of millennials generation in e-commerce in Portugal. A quantitative questionnaire study was carried out, from the identification of a theoretical model, supported by literature on latent variables, susceptible to investigate the relationship between the determinants of online loyalty. Data were collected through a measurement tool, available online, which allowed obtaining a valid sample of 109 respondents. The hypotheses were tested using several statistical analyzes including: Mean, standard deviation, chi-square test of independence, testing the measure of association V Cramer, Pearson’s correlation, Spearman’s ordinal correlation and Cronbach's alpha coefficient to explore the relationship between the variables. The results need to be analyzed with all the caution and must not be subject to generalize due to the use of a sample of convenience. The absence of similar national studies had some implications for the discussion of results. The main contribution of this study is to realize the buying behavior of native Internet generation and how to build customer loyalty.
Description
Nota: 17 valores
Keywords
E-Commerce Fidelização online Satisfação do cliente Confiança na marca Qualidade da interface e geração Y(Millennials) E-commerce E-Loyalty Generation Y (Millennials) E-Satisfaction E-Trust Quality of interface