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Publicação
Determinantes da intenção de compra em supermercados online em Portugal
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Orientador(es)
Resumo(s)
Como forma de acompanhar a evolução tecnológica e garantir a sua sobrevivência junto dos concorrentes, os supermercados online viram-se obrigados a criar um novo canal de comunicação com os seus clientes, estabelecendo a sua presença digital. Atualmente, o grande desafio enfrentado pelo tecido empresarial consiste em conhecer o perfil do consumidor online que tem intenção de usufruir dos seus produtos e serviços e identificar as razões que o levam a optar por supermercados virtuais em detrimento das lojas físicas existentes. Assim sendo, uma das principais motivações desta pesquisa consiste em determinar os riscos e benefícios que os indivíduos percecionam sobre os supermercados online, de forma a compreender os seus comportamentos de consumo. Para o efeito, foi construído e divulgado um questionário e aplicado um tratamento estatístico aos dados recolhidos. Os resultados demonstram que os compradores habituais deste tipo de serviço consideram a experiência menos prazerosa, quando comparada com a deslocação às lojas físicas. Os indivíduos que não utilizam a Internet para as suas compras de supermercado realçam a impossibilidade de examinar os produtos antes da sua aquisição, o receio em adquirir alimentos perecíveis e a dificuldade de devolver produtos danificados ou que não corresponderam às expectativas. Adicionalmente, apontam para o tempo que têm de esperar pela chegada dos produtos e para as taxas cobradas pelo serviço.
To keep up with technological evolution and ensure their survival among competitors, online supermarkets were forced to create a new communication channel with their customers, establishing their digital presence. Currently, the main challenge faced by businesses is to know the profile of online consumers who intend to purchase their products and services and identify the reasons that lead them to choose virtual supermarkets over existing physical stores. Therefore, one of the main motivations of this research is to determine the risks and benefits individuals perceive about online supermarkets, in order to understand their consumption behavior. For this purpose, a questionnaire was constructed and disseminated, and a statistical treatment was applied to the collected data. The results show that regular buyers of this type of service consider the experience less pleasant when compared to going to physical stores. Individuals who do not use the Internet for their grocery shopping highlight the impossibility of examining products before purchasing them, the fear of buying perishable foods and the difficulty of returning products that are damaged or that do not meet expectations. Additionally, they point to the time they have to wait for the products to arrive and the fees charged for the service.
To keep up with technological evolution and ensure their survival among competitors, online supermarkets were forced to create a new communication channel with their customers, establishing their digital presence. Currently, the main challenge faced by businesses is to know the profile of online consumers who intend to purchase their products and services and identify the reasons that lead them to choose virtual supermarkets over existing physical stores. Therefore, one of the main motivations of this research is to determine the risks and benefits individuals perceive about online supermarkets, in order to understand their consumption behavior. For this purpose, a questionnaire was constructed and disseminated, and a statistical treatment was applied to the collected data. The results show that regular buyers of this type of service consider the experience less pleasant when compared to going to physical stores. Individuals who do not use the Internet for their grocery shopping highlight the impossibility of examining products before purchasing them, the fear of buying perishable foods and the difficulty of returning products that are damaged or that do not meet expectations. Additionally, they point to the time they have to wait for the products to arrive and the fees charged for the service.
Descrição
Dissertation presented as the partial requirement for obtaining a Master's degree in Statistics and Information Management, specialization in Information Analysis and Management
Palavras-chave
Comportamento do Consumidor Intenção de Compra Comércio Eletrónico Supermercados Online Consumer Behavior Purchase Intention E-Commerce Online Supermarkets