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Publication
A intenção comportamental dos Millennials nos processos de compra online em Portugal
| Name: | Description: | Size: | Format: | |
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| 1.08 MB | Adobe PDF |
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Abstract(s)
Os millennials são a geração mais comentada e contraditória destes últimos anos. Sendo
uma das gerações que se encontra constantemente online, devido à pandemia e aos
confinamentos obrigatórios que surgiram em Portugal desde Março de 2020, o uso de
plataformas e-Commerce subiu exponencialmente e sendo este serviço um conceito recente, o
presente estudo tem como objetivo estudar a intenção comportamental dos millennials no
processo de compra em Portugal. A presente investigação tem como base o modelo da Teoria
do Comportamento Planeado desenvolvido por Ajzen. O plano de investigação é de caracter
exploratório seguindo um método misto (quali-quanti) dividido em duas fases: a) fase
exploratória – foi realizada uma revisão de literatura; b) fase confirmatória – foi realizado um
inquérito online estruturado com 150 respostas. Para testar a intenção comportamental foram
desenvolvidas 16 questões, sendo estas divididas entre 4 variáveis. 1) intenção comportamental;
2) controlo percebido; 3) norma subjetiva; e 4) atitudes. Os resultados obtidos permitiram
concluir que a pandemia veio melhorar a perceção do e-Commerce e que este serviço é uma
mais-valia para esta geração. Foi também concluído que os processos pós-venda são
fundamentais para a realização da compra. Através dos resultados da TCP concluiu-se que a
norma subjetiva e o controlo percebido impactam significativamente na intenção
comportamental dos millennials.
Millennials are the most mentioned and contradictory generation in recent years. As one of the generations that is constantly online, due to the pandemic and mandatory confinements that emerged in Portugal since March 2020, the use of e-Commerce platforms has risen exponentially and as this service is a recent concept, this study aims to study the behavioral intention of millennials in the purchasing process in Portugal. This investigation is based on the Theory of Planned Behavior model developed by Ajzen. The research plan is exploratory in nature, following a mixed method (quali-quanti) divided into two phases: a) exploratory phase – a literature review was carried out; b) confirmatory phase – a structured online survey with 150 responses was carried out. To test behavioral intention, 16 questions were developed, which were divided into 4 variables. 1) behavioral intention; 2) perceived control; 3) subjective norm; and 4) attitudes. The results obtained allowed to conclude that the pandemic has improved the perception of e-Commerce and that this service is an important asset for this generation. It was also concluded that the after-sales processes are essential for making the purchase. Through the TCP results it was concluded that the subjective norm and the perceived control significantly impact the behavioral intention of millennials.
Millennials are the most mentioned and contradictory generation in recent years. As one of the generations that is constantly online, due to the pandemic and mandatory confinements that emerged in Portugal since March 2020, the use of e-Commerce platforms has risen exponentially and as this service is a recent concept, this study aims to study the behavioral intention of millennials in the purchasing process in Portugal. This investigation is based on the Theory of Planned Behavior model developed by Ajzen. The research plan is exploratory in nature, following a mixed method (quali-quanti) divided into two phases: a) exploratory phase – a literature review was carried out; b) confirmatory phase – a structured online survey with 150 responses was carried out. To test behavioral intention, 16 questions were developed, which were divided into 4 variables. 1) behavioral intention; 2) perceived control; 3) subjective norm; and 4) attitudes. The results obtained allowed to conclude that the pandemic has improved the perception of e-Commerce and that this service is an important asset for this generation. It was also concluded that the after-sales processes are essential for making the purchase. Through the TCP results it was concluded that the subjective norm and the perceived control significantly impact the behavioral intention of millennials.
Description
Keywords
Intenção comportamental Millennials e-Commerce Teoria do Comportamento Planeado