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Publication
Estudo Comparativo de Dois Websites na Área Vitivinícola – Bacalhôa e José Maria da Fonseca – Através do Modelo WebQual
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Advisor(s)
Abstract(s)
Com toda a evolução das tecnologias de informação e da Internet cada vez mais se ouve falar de Marketing Digital e da importância que é hoje, de ter um website, como meio de informação, relação com os clientes e de loja online, ou até mesmo como componente estratégica de uma empresa. A avaliação da qualidade de websites é nos dias de hoje tópico de estudo em todo o mundo.
Esta pesquisa tem como objectivo avaliar a qualidade de dois websites – José Maria da
Fonseca e Bacalhôa – através do modelo WebQual, mais propriamente, qual deles tem melhor utilidade, facilidade de uso, entretenimento e relação complementar.
Representa um estudo descritivo, quantitativo e transversal. O modelo utilizado é o WebQual
e é constituído por quatro construtos e doze dimensões.
Esta pesquisa utilizou um inquérito como método de recolher as respostas dos inquiridos. O questionário foi adaptado de um outro questionário realizado num estudo idêntico por Wilker Gomes Raposo, Rita de Cássia de Faria Pereira e Jozemar Pereira dos Santos.
Para a análise dos dados recolhidos utilizou-se o programa estatístico SPSS, onde se calculou a análise de confiabilidade através do alfa de Cronbach, as estatísticas descritivas e os testes T-student para amostras emparelhadas, com o objectivo de comparar ambos os resultados
obtidos de cada um dos websites. O site José Maria da Fonseca depois de analisados os dados foi superior ao Bacalhôa concluindo-se assim que tem melhor utilidade , facilidade de uso, entretenimento e relação complementar como pode conferir ao longo do desenvolvimento deste trabalho de investigação.
In view of the development in information technology and the Internet, we increasingly hear about digital marketing and its importance of business world nowadays. It involves having a website as a means of information with implications on the customer relations and online storing. It has become a strategic component of any company. Nowadays, the evaluation of quality of sites is a topic of discussion and research around the world. My research aims to assess the quality of two sites - José Maria da Fonseca and Bacalhôa - through a WebQual model in order to determine the one with the best levels of utility, showing the best rates of ease of use, entertainment and complementary relationship. The research is a descriptive, quantitative and cross-sectional study. The model used is WebQual and consists of four constructs and twelve dimensions. This research used a survey as a research method in order to collect answers of respondents. This questionnaire was adapted from another used in a study produced by Wilker Gomes Fox, Rita de Faria Pereira and Jozemar Pereira dos Santos. SPSS was used for the analysis of the data collected. My analysis included calculating reliability using Cronbach's alpha, descriptive statistics and t-student test for paired samples in order to compare the two results of each of the sites. My analysis showed that the site José Maria da Fonseca showed better results than that of Bacalhôa. I concluded that José Maria da Fonseca shows better usefulness, ease of use, entertainment and complementary relationship.
In view of the development in information technology and the Internet, we increasingly hear about digital marketing and its importance of business world nowadays. It involves having a website as a means of information with implications on the customer relations and online storing. It has become a strategic component of any company. Nowadays, the evaluation of quality of sites is a topic of discussion and research around the world. My research aims to assess the quality of two sites - José Maria da Fonseca and Bacalhôa - through a WebQual model in order to determine the one with the best levels of utility, showing the best rates of ease of use, entertainment and complementary relationship. The research is a descriptive, quantitative and cross-sectional study. The model used is WebQual and consists of four constructs and twelve dimensions. This research used a survey as a research method in order to collect answers of respondents. This questionnaire was adapted from another used in a study produced by Wilker Gomes Fox, Rita de Faria Pereira and Jozemar Pereira dos Santos. SPSS was used for the analysis of the data collected. My analysis included calculating reliability using Cronbach's alpha, descriptive statistics and t-student test for paired samples in order to compare the two results of each of the sites. My analysis showed that the site José Maria da Fonseca showed better results than that of Bacalhôa. I concluded that José Maria da Fonseca shows better usefulness, ease of use, entertainment and complementary relationship.
Description
Keywords
Internet Qualidade Qualidade de websites Websites e-Commerce
Citation
Publisher
Universidade Europeia - Laureate International Universities