How to succed in ecommerce: Behaviors, attitudes and motivations of consumers

Silva, Manuel de Azevedo Meireles Pinto da

http://hdl.handle.net/10400.26/38590

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Authors

Silva, Manuel de Azevedo Meireles Pinto da

Advisor(s)

Domingos, Catarina

Abstract(s)

The study of Consumer Behavior in ecommerce is essential for the definition of effective Digital Marketing strategies. It is a complex reality, focused on the individual consumer different areas namely: Psychology, Economics, Sociology and Geography. With this research we intend to identify behaviors, attitudes and motivations of consumers with regards to the ecommerce and how they interact with brands on social media. We intend to get to this information by combining knowledge gained through the analysis of relevant literature and quantitative methods of research that will help us understand the process of decision making when buying online by identifying key attributes valued in the purchase while attitudes as well as how people react to online marketing, influencers and brands on social media.