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Abstract(s)
A pandemia derivada da COVID-19 representou um período de mudanças inevitáveis no contexto de compra e venda a uma escala global. Esta temática ainda é algo recente e, por isso, estão em falta investigações que avaliem o processo de compra dos consumidores online após retornar à normalidade, na medida em que nos períodos antes e durante, respetivamente, a literatura já afirma um crescimento exponencial do comércio eletrónico a partir do momento em que a pandemia se instalou pelo mundo.
O objetivo primordial desta dissertação é estudar como é que o período pandémico afetou o comportamento de compra online antes e durante a pandemia. É igualmente relevante perceber se esse comportamento de compra se manteve após o fim desse período e quais as alterações observadas. Para cumprir com os objetivos delineados, foi necessário utilizar uma metodologia quantitativa, com recurso a um questionário de respostas fechadas. Este teve como população-alvo os estudantes e trabalhadores-estudantes de todas as escolas do Instituto Politécnico do Porto. Obtiveram-se 101 respostas.
Seguidamente, procedeu-se ao tratamento dos dados recolhidos e realizou-se uma análise descritiva, apresentando a moda e respetiva frequência, bem como as percentagens associadas à mesma. No que diz respeito à aplicação de testes de hipóteses, foram escolhidos testes não paramétricos de Kruskal-Wallis e Friedman. O primeiro visa analisar por grupos as variáveis estudadas no questionário e perceber se existem diferenças significativas nas respostas entre cada categoria do grupo. Já o segundo tem como finalidade comparar os 3 momentos vivenciados devido à pandemia, ou seja, as respostas dadas no antes, durante e após o período pandémico.
Esta investigação demonstra que os inquiridos já realizavam compras online antes da pandemia por considerar o comércio eletrónico um método vantajoso, devido a fatores como o preço, a promoção, a qualidade, a segurança, a conveniência e a confiança. Estes são fatores considerados decisivos para comprar pela Internet, e, por isso, não foi devido ao contexto pandémico que estes consumidores compraram pela primeira vez ou compraram em maior frequência e valor.
The COVID-19 pandemic represented a period of inevitable change in the context of buying and selling on a global scale. The topic is still relatively new and, for this reason, there is a lack of research evaluating the online consumer purchasing process after the return to normality. However, the periods before and during the pandemic, the literature already affirms an exponential growth in e-commerce from the moment the pandemic took hold around the world. The main objective of this dissertation is to study how the pandemic affected online shopping behavior before and during the pandemic. It is also important to understand whether this shopping behavior continued after the pandemic ended and what changes were observed. In order to achieve the outlined objectives, it was necessary to use a quantitative methodology using a closed-ended survey. The target population was students and student workers from all schools of the Polytechnic Institute of Porto. 101 responses were received. The collected data were then processed and a descriptive analysis was performed, showing the mode and the corresponding frequencies and percentages. Nonparametric Kruskal-Wallis and Friedman tests were used to test the hypotheses. The first aims to analyze the variables studied in the questionnaire by group and to see if there are significant differences in the answers between each category of the group. The second aims to compare the 3 moments experienced due to the pandemic, i.e. the answers given before, during, and after the pandemic period. This research shows that respondents were already shopping online prior to the pandemic because they considered e-commerce to be an advantageous method due to factors such as price, promotions, quality, security, convenience, and trust. These are factors that are considered critical to buying online, so it was not the pandemic context that drove these consumers to buy online for the first time, or to buy more frequently and at a higher value.
The COVID-19 pandemic represented a period of inevitable change in the context of buying and selling on a global scale. The topic is still relatively new and, for this reason, there is a lack of research evaluating the online consumer purchasing process after the return to normality. However, the periods before and during the pandemic, the literature already affirms an exponential growth in e-commerce from the moment the pandemic took hold around the world. The main objective of this dissertation is to study how the pandemic affected online shopping behavior before and during the pandemic. It is also important to understand whether this shopping behavior continued after the pandemic ended and what changes were observed. In order to achieve the outlined objectives, it was necessary to use a quantitative methodology using a closed-ended survey. The target population was students and student workers from all schools of the Polytechnic Institute of Porto. 101 responses were received. The collected data were then processed and a descriptive analysis was performed, showing the mode and the corresponding frequencies and percentages. Nonparametric Kruskal-Wallis and Friedman tests were used to test the hypotheses. The first aims to analyze the variables studied in the questionnaire by group and to see if there are significant differences in the answers between each category of the group. The second aims to compare the 3 moments experienced due to the pandemic, i.e. the answers given before, during, and after the pandemic period. This research shows that respondents were already shopping online prior to the pandemic because they considered e-commerce to be an advantageous method due to factors such as price, promotions, quality, security, convenience, and trust. These are factors that are considered critical to buying online, so it was not the pandemic context that drove these consumers to buy online for the first time, or to buy more frequently and at a higher value.
Description
Keywords
Comércio eletrónico Retalho online Pandemia Covid-19 Comportamento do consumidor online Business-to-Consumer B2C E-commerce Online retail COVID-19 pandemic Business-to-consumer Online consumer behavior