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Authors
Advisor(s)
Abstract(s)
Poupar tempo e dinheiro é cada vez mais o objetivo dos clientes. Perante esta situação, torna-se
cada vez mais imperativo a necessidade de mudar de hábitos e as compras eletrónicas aparecem
muitas vezes como uma solução economicamente mais vantajosa. Fazer compras on-line apresenta
vantagens como a comodidade, privacidade e variedade. Para realizar uma compra on-line apenas
é necessário um computador ou um telemóvel, não existem filas de espera e quando o cliente se
regista nos sites pode até ser informado de promoções antes de estas chegarem às lojas. Mas,
também existem desvantagens tais como: o não poder experimentar no momento da compra, os
custos de envio, o tempo de espera, as trocas dificultadas e a forma de pagamento. As empresas
têm cada vez mais a necessidade de saber qual o seu público-alvo, caracterizá-lo detalhadamente,
saber como satisfazer e posteriormente torná-lo leal.
Assim, o presente trabalho teve como objetivo principal caracterizar o público-alvo do setor do
vestuário e setor de viagens, relativamente às compras on-line, estudando-se o antes, durante e
depois do processo de compra on-line. Para tal, recorreu-se à aplicação de um inquérito por
questionário a clientes nas diferentes regiões de Portugal: Norte, Centro, Sul e Ilhas. No total
conseguiu-se uma amostra final de 385 questionários tendo-se assumido um erro amostral de
4,99%. Para dar resposta ao objetivo do estudo optou-se por fazer uma análise descritiva
exploratória, análise inferencial e à utilização do modelo de regressão linear simples para verificar
a relação e a influência das variáveis Risco financeiro; Risco de produto; Risco de conveniência;
Risco de não entrega; Variáveis de infraestruturas; Politicas de devolução; Atitude; Normas
Subjacentes; Perceção de comportamento de controlo e Domínio específico de inovação nas
variáveis Atitude e Comportamento de compras on-line.
Os resultados deste estudo permitiram concluir que o risco financeiro, risco do produto, medo da
não entrega da encomenda não influencia negativamente a atitude do cliente relativamente às
compras on-line. Por outro lado, concluiu-se que apresentar uma página web amigável e um bom
serviço, serviços pós-venda, leis cibernéticas e custos de entrega gratuitos, políticas convenientes
de devolução de produtos influencia positivamente a atitude dos clientes relativamente às compras
on-line. O Comportamento das compras on-line tem uma relação positiva com a precoce adoção de
tecnologias e produtos, a experiência e sugestões on-line de familiares, amigos e colegas, a atitude
dos clientes e a falta de facilidade para realizar compras on-line. Por último, a rápida disponibilidade
das últimas tendências no setor do vestuário e a opinião de outros clientes sobre um destino turístico
influencia positivamente o comportamento de comprar on-line.
Saving time and money is increasingly the goal of consumers. In view of this situation, the need to change habits becomes increasingly imperative and electronic purchases often appear as an economically more advantageous solution. Shopping online has advantages such as convenience, privacy and variety. To make an online purchase you only need a computer or a mobile phone, there are no waiting lines and when the customer registers on the websites he can even be informed of promotions before they reach the stores. However, there are also disadvantages such as not being able to experience it at the time of purchase, shipping costs, waiting time, difficult exchanges and the form of payment. Companies increasingly need to know their target audience, characterize it in detail, know how to satisfy and later make them loyal. This research aims to study the target audience of the two sectors with the most online consumers in Portugal through the analysis of the degree of satisfaction before, during and after the online purchase process. To this end, a questionnaire was applied to customers in the different regions of Portugal: North, Centre, South and Islands. In total, a final sample of 385 questionnaires was obtained, assuming a sampling error of 4.99%. In answered to the objective of the study, an exploratory descriptive analysis, inferential analysis and the use of the simple linear regression model were used to verify the relationship and influence of the variables Financial risk; Product risk; Convenience risk; Non-delivery risk; Infrastructure variables; Return policy; Attitude; Subjective norms; Perceived of control behaviour; Domain specific innovativeness; Accessibility of the clothing sector; Trust in buyers in the travel industry influence the Attitude and Online shopping behaviour. The results of this study allowed to conclude that financial risk, product risk, fear of non-delivery of the order does not negatively influence the customer's attitude towards online purchases. On the other hand, it was concluded that presenting a friendly website and good service, after-sales services, cyber laws and free delivery costs, convenient product return policies positively influence customers' attitude towards online shopping. Behaviour of online shopping has a positive relationship with the early adoption of technologies and products, the online experience and suggestions of family, friends and colleagues, the attitude of customers and the lack of ease in making online purchases. Finally, the rapid availability of the latest trends in the clothing sector and the opinion of other customers about a tourist destination has a positive influence on online shopping behaviour.
Saving time and money is increasingly the goal of consumers. In view of this situation, the need to change habits becomes increasingly imperative and electronic purchases often appear as an economically more advantageous solution. Shopping online has advantages such as convenience, privacy and variety. To make an online purchase you only need a computer or a mobile phone, there are no waiting lines and when the customer registers on the websites he can even be informed of promotions before they reach the stores. However, there are also disadvantages such as not being able to experience it at the time of purchase, shipping costs, waiting time, difficult exchanges and the form of payment. Companies increasingly need to know their target audience, characterize it in detail, know how to satisfy and later make them loyal. This research aims to study the target audience of the two sectors with the most online consumers in Portugal through the analysis of the degree of satisfaction before, during and after the online purchase process. To this end, a questionnaire was applied to customers in the different regions of Portugal: North, Centre, South and Islands. In total, a final sample of 385 questionnaires was obtained, assuming a sampling error of 4.99%. In answered to the objective of the study, an exploratory descriptive analysis, inferential analysis and the use of the simple linear regression model were used to verify the relationship and influence of the variables Financial risk; Product risk; Convenience risk; Non-delivery risk; Infrastructure variables; Return policy; Attitude; Subjective norms; Perceived of control behaviour; Domain specific innovativeness; Accessibility of the clothing sector; Trust in buyers in the travel industry influence the Attitude and Online shopping behaviour. The results of this study allowed to conclude that financial risk, product risk, fear of non-delivery of the order does not negatively influence the customer's attitude towards online purchases. On the other hand, it was concluded that presenting a friendly website and good service, after-sales services, cyber laws and free delivery costs, convenient product return policies positively influence customers' attitude towards online shopping. Behaviour of online shopping has a positive relationship with the early adoption of technologies and products, the online experience and suggestions of family, friends and colleagues, the attitude of customers and the lack of ease in making online purchases. Finally, the rapid availability of the latest trends in the clothing sector and the opinion of other customers about a tourist destination has a positive influence on online shopping behaviour.
Description
Mestrado APNOR
Keywords
Compras on-line Atitude do cliente Comportamento de compras on-line Risco percebido Cliente