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Authors
Advisor(s)
Abstract(s)
No começo da Internet, os sistemas eram muito antigos e as páginas demasiado simples. Não existiam canais de comunicação entre a empresa e o cliente. A Internet foi então evoluindo e, por volta dos anos 2000, o Marketing Digital passou a ser construído e com isso o crescimento no número de consumidores começou a elevar trazendo grande evolução técnica e tecnológica.
Associado a esta grande evolução tecnológica, surge o consumo pelo canal online, o e-Commerce. Tendo em conta o relatório CTT e-Commerce (2022), estima que em Portugal, as categorias vestuário e calçado/equipamentos eletrónicos e informáticos foram as mais compradas online por 73% (mais 4,9 p.p. face a 2021). Também se adicionou, face ao crescimento deste mercado, as categorias das compras em 2.ª mão, onde se destacaram as categorias Vestuário e Calçado, Livros e Filmes e Telemóveis. Este estudo tem como objetivo observar a influência digital no comportamento de compra online, assim como procurar entender as razões e motivações do mesmo.
Neste estudo de investigação vai observar-se que as principais razões para a compra online devem-se à facilidade de compra, à possibilidade de comprar a qualquer hora e de acesso acessível com os preços mais baixos/promoções. Verifica-se também que na geração Z (entre 1995-2010) existe uma maior intenção da repetição de compra como ser a mais provável de voltar a comprar por este canal. Com base neste pressuposto, vão ser formuladas um conjunto de questões, para responder aos objetivos deste estudo. A metodologia adotada é um estudo exploratório, com recurso a um inquérito por questionário. Por fim verificou-se que o Marketing Digital influencia positivamente o comportamento de compra do consumidor online e que são os preços baixos e as notificações personalizadas a cada consumidor que incentivam mais o mesmo.
At the beginning of the Internet, systems were too old and pages too simple. There were no channels of communication between the company and the customer. The Internet was then evolving and, around the 2000s, Digital Marketing began to be built and with this the growth in the number of consumers began to rise, bringing great technical and technological evolution. Associated with this great technological evolution, comes consumption through the online channel, e-Commerce. Regarding the CTT e-Commerce report (2022), estimates that in Portugal, the categories of clothing and footwear/electronic and IT equipment categories were the most purchased online by 73% (up 4,9 p.p. compared to 2021). Given the growth of this market, the categories of second-hand purchases were also added, where the categories of clothing and footwear, books and movies, and mobile phones stood out. This study aims to observe the digital influence on online purchasing behavior, as well as to try to understand the reasons and motivations for them. In this research study, it will be observed that the main reasons for buying online are due to the ease of purchase, the possibility to buy at any time, and affordable access with the lowest prices/promotions. It is also verified that in Generation Z (between 1995-2010) there is a greater intention of repeat purchase as being the most likely to buy again through this channel. Based on this assumption, a set of questions will be formulated to answer the objectives of this study. The methodology adopted is an exploratory study using a survey. Finally, Digital Marketing positively influences the online shopping behavior of the consumer, and it is the low prices and personalized notifications to each consumer that most encourage the same.
At the beginning of the Internet, systems were too old and pages too simple. There were no channels of communication between the company and the customer. The Internet was then evolving and, around the 2000s, Digital Marketing began to be built and with this the growth in the number of consumers began to rise, bringing great technical and technological evolution. Associated with this great technological evolution, comes consumption through the online channel, e-Commerce. Regarding the CTT e-Commerce report (2022), estimates that in Portugal, the categories of clothing and footwear/electronic and IT equipment categories were the most purchased online by 73% (up 4,9 p.p. compared to 2021). Given the growth of this market, the categories of second-hand purchases were also added, where the categories of clothing and footwear, books and movies, and mobile phones stood out. This study aims to observe the digital influence on online purchasing behavior, as well as to try to understand the reasons and motivations for them. In this research study, it will be observed that the main reasons for buying online are due to the ease of purchase, the possibility to buy at any time, and affordable access with the lowest prices/promotions. It is also verified that in Generation Z (between 1995-2010) there is a greater intention of repeat purchase as being the most likely to buy again through this channel. Based on this assumption, a set of questions will be formulated to answer the objectives of this study. The methodology adopted is an exploratory study using a survey. Finally, Digital Marketing positively influences the online shopping behavior of the consumer, and it is the low prices and personalized notifications to each consumer that most encourage the same.
Description
Mestrado em IPB-ESTG e ASSOCIAÇÃO DE POLITÉCNICOS DO NORTE (APNOR)
Keywords
Marketing digital Comportamento de compra E-Commerce Geração Z Portugal