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Publication
Factores que influenciam o consumidor a recorrer aos serviços digitais no sector público: Instituto dos Registos e do Notariado, I.P. (IRN, I.P.)
| Name: | Description: | Size: | Format: | |
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| 1.29 MB | Adobe PDF |
Advisor(s)
Abstract(s)
O presente relatório de estágio debruça-se sobre um tema que tem um grande impacto nas organizações e na abordagem das mesmas aos respectivos mercados. Este, procura conhecer quais os factores que têm uma influência directa no consumidor e na sua decisão de compra online. Por outras palavras, quais os motivos que transportam os consumidores do mercado tradicional (físico) para o mercado de e-commerce (online). Para tal, importa primeiro entender qual o impacto que os avanços tecnológicos têm no comportamento do consumidor e quais os factores que influenciam o processo de decisão num momento de compra (online ou física).
Num mundo em constante mudança, os avanços tecnológicos têm-se revelado num dos grandes influenciadores das alterações no comportamento dos consumidores, na delineação de uma estratégia de marketing, e na abordagem dos mercados e organizações. Segundo Dias e Miranda (2017), as demandas do mercado forçaram as organizações a criarem novos formatos de comunicação e interacção entre todos os actores do mercado.
Carrera (2009) assegura que os métodos de estudo devem ser modificados e adaptados a este novo consumidor, pondo de parte os métodos utilizados anteriormente. Actualmente, não basta determinar as suas necessidades, é preciso ir mais além e perceber, de forma pormenorizada, como é que este se comporta e se tem adaptado. Esta aplicação deve ser induzida em todo o tipo de mercados uma vez que, o consumidor é o mesmo. As alterações de mentalidade devem ser aplicadas tanto em mercados de sector público como em sector privado.
This internship report focuses on a subject that has a far-reaching impact on organisations, as well as upon their market-based approaches, and is aimed at identifying the factors which will directly influence consumers and their online purchasing decisions. In other words, what are the reasons that lead consumers from the traditional market (physical) to the e-commerce market (online). To this end, it is important firstly to understand the impact technological developments have on consumer behaviour and the key factors influencing the decision-making process when making purchasing choices (online shopping or at retail locations). In an ever-changing world, technological developments have been singled out as one of the major contributors to changes in consumer behaviour, in devising marketing strategies, and in the approach to markets and organisations. According to Dias and Miranda (2017), market demands and needs have forced organisations to create new communication formats and new ways of interaction among all market players. Carrera (2009) states that study methods should be modified and tailor-made to this new consumer, moving away from previously used methods. Today, it is not enough simply to determine their needs, we must go even further and thoroughly understand how consumers behave and have adapted. This should be replicated across all different types of markets, given that the consumer is the same. And changes in consumer attitudes and mindset should be applied in all market sectors, both public and private.
This internship report focuses on a subject that has a far-reaching impact on organisations, as well as upon their market-based approaches, and is aimed at identifying the factors which will directly influence consumers and their online purchasing decisions. In other words, what are the reasons that lead consumers from the traditional market (physical) to the e-commerce market (online). To this end, it is important firstly to understand the impact technological developments have on consumer behaviour and the key factors influencing the decision-making process when making purchasing choices (online shopping or at retail locations). In an ever-changing world, technological developments have been singled out as one of the major contributors to changes in consumer behaviour, in devising marketing strategies, and in the approach to markets and organisations. According to Dias and Miranda (2017), market demands and needs have forced organisations to create new communication formats and new ways of interaction among all market players. Carrera (2009) states that study methods should be modified and tailor-made to this new consumer, moving away from previously used methods. Today, it is not enough simply to determine their needs, we must go even further and thoroughly understand how consumers behave and have adapted. This should be replicated across all different types of markets, given that the consumer is the same. And changes in consumer attitudes and mindset should be applied in all market sectors, both public and private.
Description
Keywords
Marketing Digital Compras Online Características pessoais Factores decisivos Comportamento do consumidor