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Advisor(s)
Abstract(s)
Tendo em conta a pandemia Covid-19, o consumidor teve a necessidade de alterar o seu comportamento para combater as adversidades que o estado pandémico provocou no seu dia a dia. Tornou-se então necessário compreender em que medidas estas mudanças alteram o comportamento de consumo dos indivíduos.
Assim, este trabalho teve como objetivo analisar as alterações ocorridas no comportamento online do consumidor português em relação ao estado pandémico que se viveu no mundo inteiro, nomeadamente, desde 2019 a 2022. 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 de 258 inquiridos, tendo-se assumido um nível de significância de 5%. Para dar resposta aos objetivos do estudo optou-se por fazer uma análise descritiva exploratória e uma análise inferencial.
Pela análise descritiva foi possível verificar que o fator mais importante durante a pandemia Covid-19 foi a confiança, a qualidade do produto e serviço, contudo, o que teve maior relevância para os inquiridos foi a ansiedade de obter algum produto ou serviço.
Os principais resultados permitiram ainda, concluir que a pandemia Covid-19 levou a uma transformação do comportamento do consumidor online, fazendo com que os indivíduos adquirissem novos hábitos de consumo. Também foi possível concluir que os fatores de consumo tiveram grande importância para o aumento das vendas, sendo o Site o componente que os inquiridos acreditam ter ajudado na sua decisão de compra. Por outro lado, alguns fatores de consumo não estão relacionados com a satisfação dos clientes, sendo estes: a garantia estendida e os portes de envio. Por fim, foi possível concluir que a decisão de compra do consumidor online durante a pandemia Covid-19 está positivamente relacionada com a intenção de compra dos clientes.
Considering the Covid-19 pandemic, consumers needed to change their behavior to combat the adversities that the pandemic caused in their daily lives. It then became necessary to understand the extent to which these changes alter the consumption behaviour of individuals, to understand the best way to satisfy them. Therefore, this work aims to analyse the changes that have occurred in the online behaviour of Portuguese consumers in relation to the pandemic state that has been experienced throughout the world. To this end, a questionnaire survey was applied to customers in the different regions of Portugal: North, Center, South and Islands. In total, a sample of 258 respondents was obtained, assuming a significance level of 5%. To answer to the objective of the study, it was decided to carry out an exploratory descriptive analysis and an inferential analysis. Through descriptive analysis, it was possible to verify that the most important factor during the Covid-19 pandemic was trust and quality of the product and service, however, what was most relevant to respondents was the anxiety of obtaining a product or service. The main results allowed to conclude that the Covid-19 pandemic led to a transformation in online consumer behavior, causing individuals to acquire new consumption habits. It was also possible to conclude that consumption factors were of great importance for the increase in sales, with the site being the component that respondents believe to have helped in their purchasing decision. On the other hand, some consumption factors are not related to customer satisfaction, such as the extended warranty and shipping costs. Finally, it was possible to conclude that online consumer purchasing decisions during the Covid-19 pandemic are positively related to customers' purchasing intentions.
Considering the Covid-19 pandemic, consumers needed to change their behavior to combat the adversities that the pandemic caused in their daily lives. It then became necessary to understand the extent to which these changes alter the consumption behaviour of individuals, to understand the best way to satisfy them. Therefore, this work aims to analyse the changes that have occurred in the online behaviour of Portuguese consumers in relation to the pandemic state that has been experienced throughout the world. To this end, a questionnaire survey was applied to customers in the different regions of Portugal: North, Center, South and Islands. In total, a sample of 258 respondents was obtained, assuming a significance level of 5%. To answer to the objective of the study, it was decided to carry out an exploratory descriptive analysis and an inferential analysis. Through descriptive analysis, it was possible to verify that the most important factor during the Covid-19 pandemic was trust and quality of the product and service, however, what was most relevant to respondents was the anxiety of obtaining a product or service. The main results allowed to conclude that the Covid-19 pandemic led to a transformation in online consumer behavior, causing individuals to acquire new consumption habits. It was also possible to conclude that consumption factors were of great importance for the increase in sales, with the site being the component that respondents believe to have helped in their purchasing decision. On the other hand, some consumption factors are not related to customer satisfaction, such as the extended warranty and shipping costs. Finally, it was possible to conclude that online consumer purchasing decisions during the Covid-19 pandemic are positively related to customers' purchasing intentions.
Description
Mestrado em IPB-ESTG e ASSOCIAÇÃO DE POLITÉCNICOS DO NORTE (APNOR): Instituto Politécnico do Cávado e do Ave, P. Porto, Instituto Politécnico de Viana do Castelo
Keywords
Comportamento do consumidor online Pandemia Covid-19 Fatores de consumo online Consumo Decisão de compra