Utilize este identificador para referenciar este registo: http://hdl.handle.net/10362/15696
Título: Consumer behavior: Online grocery shopping in Portugal
Autor: ROLA, MARIANA
Orientador: Martinez, Luís Fructuoso
Data de Defesa: Jun-2015
Resumo: Living in the digital era, activities that have for centuries acted one way, have now changed and entered the online world, and online grocery shopping is one of them. It is a worldwide phenomenon and is already a significant part of people’s lifestyle in several countries however, in Portugal, it is still in expansion and improvement. Based on the Theory of Planned Behavior, this study allowed to estimate how the perceived risk and shopping orientation counterbalances the convenience offered to consumers. Furthermore, it validated how usability and access to focused promotions can help speed up this adaptation in Portugal
URI: http://hdl.handle.net/10362/15696
Designação: A Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and Economics
Aparece nas colecções:NSBE: Nova SBE - MA Dissertations

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