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Estudo comparativo dos fatores que influenciam a intenção de compra do consumidor em plataformas de E-commerce e M-commerce
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| 1.16 MB | Adobe PDF |
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Advisor(s)
Abstract(s)
Com a utilização da Internet a fazer cada vez mais parte do dia-a-dia das pessoas, foram
muitas as empresas que se adaptaram ao fenómeno E-commerce e outras até se transformaram
por completo perante o mesmo. Com normalidade o número de lojas online aumentou assim
como as compras através das mesmas. Em igual crescimento está a utilização dos
smartphones para aceder à Internet, o que fez com que o tipo de comércio online já existente
M-commerce ganhasse uma nova força e posição nas vendas através da Internet.
Assim para compreender os fatores que influenciam a intenção de compra do consumidor em
plataformas de E-commerce e M-commerce e em qual têm mais influência, realizou-se o
presente estudo comparativo.
Por forma a realizar este estudo aplicou-se um modelo, que analisa a influência da utilidade
percebida, facilidade de uso percebida, influência social, condições facilitadoras, confiança e
risco percebido na intenção de compra do consumidor. Foram realizadas duas regressões
lineares múltiplas e dois testes à correlação de Spearman para testar as hipóteses propostas.
A amostra é constituída por 76 indivíduos do sexo masculino e 125 do sexo feminino, com
idades compreendidas entre os 18 e os 65 anos, sendo que a maioria está entre os 18 e os 35
anos.
Dos principais resultados conclui-se que a utilidade percebida tem mais influência na intenção
de compra em plataformas de E-commerce, na facilidade de uso percebida não existe
diferença estatisticamente significativa entre plataformas e a influência social e a confiança
têm mais influência em plataformas de M-commerce. Não foi possível comprovar a influência
das condições facilitadoras e do risco percebido na intenção de compra do consumidor em
ambas as plataformas.
Due to the fact that de use of the Internet makes parte of people´s day lives, were many companies that have adapted to the phenomenon E-commerce, and others remodel their business. How it´s normal the number of online stores has increased as well as the purchases. In the same growth is the use of the smartphones to access to the Internet, which has made the existing online commerce, M-commerce, gained new strength and position in sales over the Internet. So to understant the factors that influence consumer´s intention to purchase in E-commerce and M-commerce platforms and in which they have more influence, was made this comparative study. In order to conduct this study, was applied a model that analyzes the influence of perceived usefulness, perceived ease of use, social influence, facilitating conditions, trust and perceived risk on the consumer´s intention to purchase. Were made two multiple linear regressions and two tests on Spearman’s correlation to test the hypotheses. The sample is made of 76 individuals of male gender and 125 females, aged between 18 and 65 years old, most of them between 18 and 35 years old. Of the main result it is concluded that perceived usefulness has more influence on the consumer´s intention to purchase on E-commerce platforms, perceived ease of use has no statistically signifcancy between platforms and social influence and trust has more influence on the consumer´s intention to purchase on M-commerce platforms. It wasn’t possible to prove the influence of facilitating conditions and perceived risk on the consumer’s intention to purchase.
Due to the fact that de use of the Internet makes parte of people´s day lives, were many companies that have adapted to the phenomenon E-commerce, and others remodel their business. How it´s normal the number of online stores has increased as well as the purchases. In the same growth is the use of the smartphones to access to the Internet, which has made the existing online commerce, M-commerce, gained new strength and position in sales over the Internet. So to understant the factors that influence consumer´s intention to purchase in E-commerce and M-commerce platforms and in which they have more influence, was made this comparative study. In order to conduct this study, was applied a model that analyzes the influence of perceived usefulness, perceived ease of use, social influence, facilitating conditions, trust and perceived risk on the consumer´s intention to purchase. Were made two multiple linear regressions and two tests on Spearman’s correlation to test the hypotheses. The sample is made of 76 individuals of male gender and 125 females, aged between 18 and 65 years old, most of them between 18 and 35 years old. Of the main result it is concluded that perceived usefulness has more influence on the consumer´s intention to purchase on E-commerce platforms, perceived ease of use has no statistically signifcancy between platforms and social influence and trust has more influence on the consumer´s intention to purchase on M-commerce platforms. It wasn’t possible to prove the influence of facilitating conditions and perceived risk on the consumer’s intention to purchase.
Description
Keywords
e-Commerce m-Commerce Intenção de compra do consumidor