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Impacto do comércio online no sector do Retalho na Área Metropolitana de Lisboa: Análise do processo de compra de produtos de Moda e Eletrónica
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Resumo(s)
Nos últimos anos, a internet tem-se estabelecido progressivamente como um elemento quotidiano no dia-a-dia da sociedade e, como consequência, o sector do retalho tem vindo a sofrer consideráveis transformações. Hoje em dia, o cliente não baseia a sua decisão de compra numa só plataforma, pelo contrário, ele interage com inúmeros pontos de contacto alternadamente durante o processo de compra, tornando a jornada do consumidor mais complexa.
No sentido de perceber de que modo é que o aparecimento do comércio online impactou o setor do retalho na área Metropolitana de Lisboa, o presente estudo analisou duas tipologias de produto distintas: moda e eletrónica. De entre as várias conclusões deste trabalho, destaca-se uma clara resistência ao aparecimento do comércio online, ainda que uma considerável parte da amostra declare ter diminuído a frequência de deslocações a lojas físicas e aumentado a frequência total de compra após o aparecimento do comércio online.
Para ambos os produtos em análise, o estudo mostra-nos que a probabilidade da conclusão do processo de compra ocorrer em qualquer uma das plataformas aumenta quando a procura por informação ocorre na mesma plataforma, no entanto, possivelmente justificado pelo nível de complexidade do produto, a probabilidade do cliente se manter na mesma plataforma durante o processo de compra de produtos eletrónicos é marginalmente inferior em relação ao processo de compra de produtos de moda. Em termos de atitude, a caraterização dos utilizadores mais frequentes em cada plataforma difere mediante o tipo de produto em análise.
In the last years, the internet has progressively established itself as an everyday element in society's daily life and, as a consequence, the retail sector has been undergoing considerable transformations. Nowadays, the customer does not restrict his purchase decision on a single platform, otherwise, he interacts with multiple contact points alternately during the purchase process, making the consumer's journey more complex. In order to understand how the emergence of online commerce has impacted the retail sector in the Metropolitan Area of Lisbon, this study analysed two distinct product typologies: fashion and electronics. Among the various conclusions of this work, we highlight a clear resistance to the emergence of online commerce, even though a considerable part of the sample declares that the frequency of visits to physical stores has decreased and the total frequency of purchases has increased after the appearance of online commerce. For both products under analysis, the study shows us that the probability of completion of the purchase process occurring on either platform increases when the search for information occurs on the same platform, however, possibly justified by the level of complexity of the product, the probability of the customer staying on the same platform during the electronics purchase process is marginally inferior to the fashion purchase process. In terms of attitude, the characterization of the most frequent users on each platform differs depending on the type of product being analyzed.
In the last years, the internet has progressively established itself as an everyday element in society's daily life and, as a consequence, the retail sector has been undergoing considerable transformations. Nowadays, the customer does not restrict his purchase decision on a single platform, otherwise, he interacts with multiple contact points alternately during the purchase process, making the consumer's journey more complex. In order to understand how the emergence of online commerce has impacted the retail sector in the Metropolitan Area of Lisbon, this study analysed two distinct product typologies: fashion and electronics. Among the various conclusions of this work, we highlight a clear resistance to the emergence of online commerce, even though a considerable part of the sample declares that the frequency of visits to physical stores has decreased and the total frequency of purchases has increased after the appearance of online commerce. For both products under analysis, the study shows us that the probability of completion of the purchase process occurring on either platform increases when the search for information occurs on the same platform, however, possibly justified by the level of complexity of the product, the probability of the customer staying on the same platform during the electronics purchase process is marginally inferior to the fashion purchase process. In terms of attitude, the characterization of the most frequent users on each platform differs depending on the type of product being analyzed.
Descrição
Dissertation presented as the partial requirement for obtaining a Master's degree in Statistics and Information Management, specialization in Marketing Research and CRM
Palavras-chave
Comércio online Comércio físico Comportamento do consumidor Modelo de Equações Estruturais Online commerce Physical commerce Consumer behavior Structural Equation Model