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Authors
Abstract(s)
O comércio eletrônico tem sido um grande colaborador na transformação digital da
sociedade, visto que tem a capacidade de atrair a adesão da tecnologia por parte dos
consumidores que queiram buscar conveniência, comodidade e economia. Associado ao
último acontecimento transformador, uma pandemia inesperada de proporção global,
este recurso passou a ser ainda mais explorado, divulgado e aperfeiçoado na busca de
atender as necessidades de seus usuários.
Sendo oportuno tentar extrair deste momento difícil para o mundo, que precisou se
adaptar em todos os segmentos a conviver com esta agressiva e traiçoeira doença, ao
mesmo tempo em que a tecnologia conquista cada vez mais espaço na vida das pessoas,
a presente investigação busca atestar se a percepção dos consumidores que utilizam o
comércio eletrônico sofre alguma interferência diante do efeito de medo que pandemia
de Covid-19 despertou na sociedade. Para averiguar essas relações, fez-se conveniente
testar um modelo já desenvolvido e utilizado, que trouxe resultados interessantes sobre
esta relação no Vietnã no período inicial do surto da doença.
Utilizando-se dos mesmos critérios e métodos, este trabalho replicou a mesma pesquisa
no contexto socioeconômico do Brasil, identificando divergências nos resultados e
apontando diferentes implicações gerenciais para o mercado online brasileiro.
Enquanto no Vietnã confirmou-se o efeito moderador positivo do medo na relação
entre a PEEP e benefícios econômicos, no Brasil não se constatou este efeito. Já na
relação entre benefícios econômicos e consumo sustentável, atestou-se que o medo
modera a relação, mas diferente do previsto, isto ocorre quando o efeito do medo da
pandemia é menor.
E-commerce has been a great contributor to the digital transformation of society, as it has the ability to attract the adoption of technology by consumers who want to seek convenience, convenience and economy. Associated with the last transformative event, an unexpected pandemic of global proportion, this resource became even more explored, disseminated and improved in the search to meet the needs of its users. It is opportune to try to extract from this difficult moment for the world, which had to adapt in all segments to live with this aggressive and treacherous disease, while technology conquers more and more space in people's lives, this investigation seeks to attest whether the perception of consumers who use electronic commerce suffers any interference due to the effect of fear that the Covid-19 pandemic aroused in society. To investigate these relationships, it was convenient to test a model already developed and used, which brought interesting results about this relationship in Vietnam in the early period of the disease outbreak. Using the same criteria and methods, this work replicated the same research in the socioeconomic context of Brazil, identifying divergences in the results and pointing out different managerial implications for the Brazilian online market. While in Vietnam the positive moderating effect of fear on the relationship between PEEP and economic benefits was confirmed, in Brazil this effect was not observed. In the relationship between economic benefits and sustainable consumption, it was attested that fear moderates the relationship, but differently from what was expected, this occurs when the effect of fear of the pandemic is smaller.
E-commerce has been a great contributor to the digital transformation of society, as it has the ability to attract the adoption of technology by consumers who want to seek convenience, convenience and economy. Associated with the last transformative event, an unexpected pandemic of global proportion, this resource became even more explored, disseminated and improved in the search to meet the needs of its users. It is opportune to try to extract from this difficult moment for the world, which had to adapt in all segments to live with this aggressive and treacherous disease, while technology conquers more and more space in people's lives, this investigation seeks to attest whether the perception of consumers who use electronic commerce suffers any interference due to the effect of fear that the Covid-19 pandemic aroused in society. To investigate these relationships, it was convenient to test a model already developed and used, which brought interesting results about this relationship in Vietnam in the early period of the disease outbreak. Using the same criteria and methods, this work replicated the same research in the socioeconomic context of Brazil, identifying divergences in the results and pointing out different managerial implications for the Brazilian online market. While in Vietnam the positive moderating effect of fear on the relationship between PEEP and economic benefits was confirmed, in Brazil this effect was not observed. In the relationship between economic benefits and sustainable consumption, it was attested that fear moderates the relationship, but differently from what was expected, this occurs when the effect of fear of the pandemic is smaller.
Description
Keywords
Benefícios Econômicos Comércio Eletrônico Consumo Sustentável Pandemia Peep