Publicação
Shopping behaviour in B2C Retail Online Shopping: A study on the mediation effect of E-commerce Trust and Intimacy perception in Webrooming, Showrooming and Avoidance
| datacite.subject.fos | Ciências Naturais::Ciências da Computação e da Informação | pt_PT |
| dc.contributor.advisor | Pinto, Diego Costa | |
| dc.contributor.author | Barreto, Amanda López | |
| dc.date.accessioned | 2023-11-27T14:52:23Z | |
| dc.date.available | 2023-11-27T14:52:23Z | |
| dc.date.issued | 2023-10-26 | |
| dc.description | Dissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Digital Marketing and Analytics | pt_PT |
| dc.description.abstract | This study aims to analyze the mediation effects of Trust and Intimacy in B2C Online Shopping sites, also referred to as E-commerce. Also, deepen on the effect of these concepts in the selection of a purchase channel, phenomenons known as Webrooming or Showrooming; or as opposite, Avoidance. To analyze these concepts, this dissertation is based on different theories, an extensive Literature Review, and the statistical analysis of 500 online surveys made to Online Shopping usual buyers in Spain. Based on this, an empirical test is made, using PLS-SEM and a disjoint two-stage approach, to determine a correlation between the SOR-based Conceptual Framework concepts and the Hypotheses. It concludes by confirming that Trust, and also Intimacy, positively affect Online B2C E-commerce perception, and have a direct mediation effect on Webrooming, Showrooming, and Avoidance. These and other results imply new contributions – among others – to retailers, specially those that implement omnichannel strategies. | pt_PT |
| dc.identifier.tid | 203389140 | pt_PT |
| dc.identifier.uri | http://hdl.handle.net/10362/160551 | |
| dc.language.iso | eng | pt_PT |
| dc.rights.uri | http://creativecommons.org/licenses/by/4.0/ | pt_PT |
| dc.subject | Online Trust | pt_PT |
| dc.subject | Online Intimacy | pt_PT |
| dc.subject | Retail Online Shopping | pt_PT |
| dc.subject | B2C E-commerce | pt_PT |
| dc.subject | Showrooming | pt_PT |
| dc.subject | Webrooming | pt_PT |
| dc.subject | Avoidance | pt_PT |
| dc.subject | SDG 4 - Quality education | pt_PT |
| dc.subject | SDG 9 - Industry, innovation and infrastructure | pt_PT |
| dc.subject | SDG 12 - Responsible production and consumption | pt_PT |
| dc.title | Shopping behaviour in B2C Retail Online Shopping: A study on the mediation effect of E-commerce Trust and Intimacy perception in Webrooming, Showrooming and Avoidance | pt_PT |
| dc.type | master thesis | |
| dspace.entity.type | Publication | |
| rcaap.rights | openAccess | pt_PT |
| rcaap.type | masterThesis | pt_PT |
| thesis.degree.name | Mestrado em Marketing Analítico, especialização em Marketing Digital e Análise de Dados | pt_PT |