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Publication
O processo de compra Online nas Gerações X e Y
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 1.1 MB | Adobe PDF |
Advisor(s)
Abstract(s)
A compra online é uma tendência global em constante crescimento, praticada por diferentes gerações, sendo um o processo distinto de consumidor para consumido. Esta investigação tem como objetivo perceber e analisar quais as principais diferenças no processo de compra das Gerações X e Y. Para isso foram realizados dois estudos, um qualitativo (focus group) e um quantitativo (inquérito por questionário). Efetuaram-se dois focus groups, numa amostra de 14 indivíduos, um grupo constituído por sete participantes da Geração X e outro por sete indivíduos da Geração Y, com a finalidade de compreender o processo de compra e os fatores que o influenciam. Este estudo serviu posteriormente como base para a elaboração do questionário, tendo sido, posteriormente, aplicado à mesma amostra. Como principais conclusões, foi apurado que existem várias semelhanças no processo de compra entre as duas gerações, tais como os fatores que motivam a compra online, por outro lado, as diferenças também são notórias, existindo uma maior regularidade de compra na Geração X em comparação com a Y.
Online shopping is a constantly growing global trend, practiced by different generations, being a diferent process from consumer to consumer. This research aims to understand and analyze the main differences in the purchase process of Generations X and Y. For this, two studies were made, one qualitative (focus group) and one quantitative (survey by questionnaire). Two focus groups were applied in a sample of 14 individuals, one consisting of seven Generation X participants and the other with seven Generation Y individuals to understand the purchasing process and the factors that influence it. This study later served as the basis for the elaboration of the questionnaire, and was later applied to the same sample. As main conclusions, it was found that there are several similarities in the buying process between the two generations, such as the factors that motivate the online shopping, on the other hand, the differences are also noticeable, there is a greater regularity of purchase in Generation X in compared to Y.
Online shopping is a constantly growing global trend, practiced by different generations, being a diferent process from consumer to consumer. This research aims to understand and analyze the main differences in the purchase process of Generations X and Y. For this, two studies were made, one qualitative (focus group) and one quantitative (survey by questionnaire). Two focus groups were applied in a sample of 14 individuals, one consisting of seven Generation X participants and the other with seven Generation Y individuals to understand the purchasing process and the factors that influence it. This study later served as the basis for the elaboration of the questionnaire, and was later applied to the same sample. As main conclusions, it was found that there are several similarities in the buying process between the two generations, such as the factors that motivate the online shopping, on the other hand, the differences are also noticeable, there is a greater regularity of purchase in Generation X in compared to Y.
Description
Keywords
Consumidor Digital Marketing Digital Compra Online Geração X Geração Y