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Authors
Advisor(s)
Abstract(s)
A intensidade das compras online, a consolidação de Marketplaces e, o
crescimento de lojas online contribuiram para a evolução do e-commerce em Portugal e,
para as empresas começarem a encarar este canal online como meio de realizar negócios
e reformular a forma como desempenham as suas atividades económicas.
O mercado automóvel surge neste contexto como objeto de análise, dadas as suas
especificidades e, por ser um dos setores que atravessa uma profunda transformação
digital. A aquisição de um automóvel é uma compra de alto envolvimento emocional,
difícil e extremamente ponderada, no entanto o online tornou-se na ferramenta mais
utilizada para a pesquisa e recolha de informação.
Marcas em Portugal como a Hyundai, Caetano Baviera, Kia e Peugeot já
implementaram as suas lojas online, digitalizando todo o processo de reserva do
automóvel, a venda no entanto prevalece maioritariamente de forma presencial, dado que
continua a existir alguma resistência e medos associados a este tipo de inovação e,
sobretudo, à segurança desta transação comercial.
A confiança e a perceção de risco são um dos principais obstáculos, em particular
para os consumidores que valorizam as suas experiências e canais sensoriais para
procederem a uma avaliação consciente dos produtos adquiridos.
A motivação deste estudo prende-se com a curiosidade em perceber se uma loja
online é efetivamente um canal viável para as marcas de automóveis comercializarem os
seus veículos, se a longo prazo a sua implementação tem um impacto positivo e evidente
na visibilidade online da marca, nas vendas e no marketing e, ainda compreender os
fatores que incentivam e inibem os consumidores portugueses à compra de um automóvel
através deste canal.
The intensity of online shopping, the consolidation of marketplaces, and the growth of online stores have contributed to the evolution of e-commerce in Portugal, showing companies that the online channel is a viable means of doing business. The automotive market emerges in this context as an object of analysis due to its specificities and because it is one of the sectors undergoing a profound digital transformation. The acquisition of a car requires high emotional involvement, is difficult, and requires careful consideration. However, online channels have become the most widely used tools for research and information gathering. Brands in Portugal, such as Hyundai, Caetano Baviera, Kia, and Peugeot, have already implemented their online stores, digitizing the entire process of car booking. However, sales still predominantly occur in person due to some reluctance and fear associated with this type of innovation and, above all, concerns about the security of online business transactions. Trust and risk perception are two of the main obstacles, especially for consumers who rely on and value their experiences and sensory channels to consciously evaluate the purchase of products. The motivation for this study lies in the curiosity to understand whether e commerce is indeed a viable channel for car brands to market their vehicles and whether the implementation of an online store has a positive and evident impact on the brand's online visibility, sales, and marketing in the long term. Additionally, the study aims to understand the factors that encourage Portuguese consumers to purchase a car through this channel.
The intensity of online shopping, the consolidation of marketplaces, and the growth of online stores have contributed to the evolution of e-commerce in Portugal, showing companies that the online channel is a viable means of doing business. The automotive market emerges in this context as an object of analysis due to its specificities and because it is one of the sectors undergoing a profound digital transformation. The acquisition of a car requires high emotional involvement, is difficult, and requires careful consideration. However, online channels have become the most widely used tools for research and information gathering. Brands in Portugal, such as Hyundai, Caetano Baviera, Kia, and Peugeot, have already implemented their online stores, digitizing the entire process of car booking. However, sales still predominantly occur in person due to some reluctance and fear associated with this type of innovation and, above all, concerns about the security of online business transactions. Trust and risk perception are two of the main obstacles, especially for consumers who rely on and value their experiences and sensory channels to consciously evaluate the purchase of products. The motivation for this study lies in the curiosity to understand whether e commerce is indeed a viable channel for car brands to market their vehicles and whether the implementation of an online store has a positive and evident impact on the brand's online visibility, sales, and marketing in the long term. Additionally, the study aims to understand the factors that encourage Portuguese consumers to purchase a car through this channel.
Description
Keywords
Intenção de compra Setor automóvel Comércio eletrónico Confiança online Compra online Purchase intention Online trust Auto industry Online shopping E-Commerce