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Factores motivacionais que levam à compra online em Lojas de Classificados
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Orientador(es)
Resumo(s)
A Internet é um meio que tem vindo a revolucionar o consumo das famílias. Com esta investigação pretende-se investigar quais os factores motivacionais que levam à compra online em lojas de classificados. O comércio electrónico tem vindo a aumentar significativamente nos últimos anos e, tem tendência para aumentar nos anos vindouros.
Cada vez mais as pessoas recorrem a lojas de classificados para satisfazer uma necessidade de consumo, seja ela imediata ou não; a intenção deste estudo é exactamente averiguar quais são os factores motivacionais que pesam mais no momento da compra.
Na realização desta tese de mestrado abordam-se algumas teorias de comportamento do consumidor e, por sua vez o comportamento do consumidor online.
Para a realização deste estudo, consideraram-se estudos sobre algumas Teorias de Motivação Humana, uma breve revisão do comércio electrónico e em particular de lojas de classificados e ainda uma passagem acerca das teorias comportamentais, tendo como principal foco a TAM, Modelo de Aceitação da Tecnologia.
Abstract Internet is actually a mean to search and stay informed as well as to be entertained. Throughout the years it has revolutionized family’s consumption. With this thesis, our main goal is to identify which motivational factors lead people to buy online, in free-classified stores. E-commerce has skyrocketed the past years and some trends may estimate its continuing growth the years to come. More and more often, people buy at classified shops in order to satisfy a consumption need; as we have said above the purpose of this study is to identify which motivational factors best characterize the purchase in a free-classified store. To make this thesis we have discussed some theories about the human behaviour, focusing on TAM (Technology Acceptance Model) and afterwards the online human behaviour, so that we could reach a few ideas about what motivates people to buy online in classified stores. It was also explored a few motivational theories and the background of e-commerce and classified-stores.
Abstract Internet is actually a mean to search and stay informed as well as to be entertained. Throughout the years it has revolutionized family’s consumption. With this thesis, our main goal is to identify which motivational factors lead people to buy online, in free-classified stores. E-commerce has skyrocketed the past years and some trends may estimate its continuing growth the years to come. More and more often, people buy at classified shops in order to satisfy a consumption need; as we have said above the purpose of this study is to identify which motivational factors best characterize the purchase in a free-classified store. To make this thesis we have discussed some theories about the human behaviour, focusing on TAM (Technology Acceptance Model) and afterwards the online human behaviour, so that we could reach a few ideas about what motivates people to buy online in classified stores. It was also explored a few motivational theories and the background of e-commerce and classified-stores.
Descrição
Palavras-chave
Lojas de classificados Comércio eletrónico Online Comportamento do consumidor Modelo de aceitação da tecnologia Utilidade Recompra Facilidade
Contexto Educativo
Citação
Editora
Universidade Europeia - Laureate International Universities