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Abstract(s)
Sabemos que o extraordinário boom da Internet considerado um fenómeno global
verificado, ao longo dos tempos, originou e implicou grandes e profundas mudanças, que
consequentemente e de forma indelével e irreversível marcaram para sempre a nossa
sociedade, suscitando novas relações e inter-relações a vários níveis.
Neste âmbito, subjacente e agregado a este desenvolvimento, surge
concomitantemente um conjunto de oportunidades, quer no que concerne ao mundo dos
negócios, como ao do consumidor e consequentemente, alguns desafios.
Com o emergir do mundo digital este tornou-se, não só uma prática de comércio
eletrónico, mas também uma fonte de informação para o consumidor que pretende realizar a
sua compra offline. É neste contexto que, surgem o e-commerce e os modelos de negócio
eletrónicos a si agregados, aparecendo como uma forma de explorar a informação tecnológica,
ultrapassando as limitações do negócio tradicional e apresentando um variado número de
benefícios face ao consumidor, estabelecendo uma relação mais próxima e clara com o mesmo.
Neste contexto, perante as diversas formas de compra existentes na atualidade, tornase
crucial entender o papel do novo cenário da sociedade digital, como este interage e reage
aos avanços tecnológicos e essencialmente como o comércio eletrónico vem, por sua vez,
facilitar o negócio e igualmente o funcionamento das marcas de moda. Assim, consideramos de
extrema importância, a realização do nosso estudo, cujo objetivo essencial é perceber e
aprofundar o impacto que o comércio eletrónico tem na intenção da compra online, no
consumidor e consequentemente nos modelos de negócio.
No que concerne aos resultados, o estudo efetuado revela que na maioria é notório que
os consumidores portugueses não gostam e não adotam a prática de compra online, não
apresentando tendência de comprar roupa online, como uma prática de compra frequente.
Porém, sobressai uma consciência positiva, no que concerne à importância da loja
online, a que as mulheres aderem mais que os homens, sendo ligeiramente mais impulsivas e
uma consciência positiva relativamente à conveniência/tempo, no comportamento de compra
online, que emerge sobretudo nos homens.
Consequentemente podemos inferir que os consumidores portugueses não demonstram
uma tendência de compra futura exercida, apenas através do canal online.
We know that the strong development of the Internet over time has led to profound changes, which have permanently and irreversibly marked our society forever, creating new relationships and interrelationships at various levels. Within this scope, underlying and in addition to this development, there is a set of opportunities, both in terms of business and consumer, and consequently some challenges. However, the digital world has become not only an e-commerce practice, but also a source of information for the consumer who wants to conduct their offline purchases. It is in this context that e-commerce and e-business models come together, appearing as a way to explore technological information, overcoming the limitations of the traditional business and presenting a varied number of benefits towards the consumer, establishing a more close and clear relationship with them. In this context, in view of the various forms of purchase that exist today, it becomes crucial to understand the role of the new scenario of the digital society, how it interacts and reacts to technological advances and essentially how e-commerce comes in turn to facilitate the business and also the running of fashion brands. Thus, we consider it extremely important to carry out our study, whose essential objective is to understand and deepen the impact that e-commerce has on the intention of buying online, on the consumer and consequently on business models. Regarding the results, the study reveals that in the majority it is well known that portuguese consumers do not like and do not adopt the practice of buying online, showing no tendency to buy clothes online, as a frequent shopping practice. However, there is a positive awareness of the importance of the online store, which women join more than men, being slightly more impulsive and a positive awareness of convenience/time in online shopping behavior, which emerges mainly in men. Consequently, we can say that portuguese consumers do not demonstrate a future buying trend, only through the online channel.
We know that the strong development of the Internet over time has led to profound changes, which have permanently and irreversibly marked our society forever, creating new relationships and interrelationships at various levels. Within this scope, underlying and in addition to this development, there is a set of opportunities, both in terms of business and consumer, and consequently some challenges. However, the digital world has become not only an e-commerce practice, but also a source of information for the consumer who wants to conduct their offline purchases. It is in this context that e-commerce and e-business models come together, appearing as a way to explore technological information, overcoming the limitations of the traditional business and presenting a varied number of benefits towards the consumer, establishing a more close and clear relationship with them. In this context, in view of the various forms of purchase that exist today, it becomes crucial to understand the role of the new scenario of the digital society, how it interacts and reacts to technological advances and essentially how e-commerce comes in turn to facilitate the business and also the running of fashion brands. Thus, we consider it extremely important to carry out our study, whose essential objective is to understand and deepen the impact that e-commerce has on the intention of buying online, on the consumer and consequently on business models. Regarding the results, the study reveals that in the majority it is well known that portuguese consumers do not like and do not adopt the practice of buying online, showing no tendency to buy clothes online, as a frequent shopping practice. However, there is a positive awareness of the importance of the online store, which women join more than men, being slightly more impulsive and a positive awareness of convenience/time in online shopping behavior, which emerges mainly in men. Consequently, we can say that portuguese consumers do not demonstrate a future buying trend, only through the online channel.
Description
Keywords
Comércio Eletrónico Comportamento do Consumidor Compras Online Internet Marcas de Moda