Fatores que influenciam a compra no comércio eletrônico : um estudo com consumidores universitários

Abstract

Several factors can influence consumers of goods and services who use Electronic Commerce as a means of purchase. This study aimed to analyze the factors that influence the satisfaction of consumers in purchases made through the Internet under the perception of the Management Course students of UFS. The methodology adopted for developing this study has a quantitative, qualitative, descriptive and exploratory approach. This work is characterized bibliographic research and data collection, which was supported by the software Statistical Package for the Social Sciences for the statistical organization of data. The data collection procedure was done through the application of a survey in a sample composed of 111 students and later tabulated and presented in form of graphs. Based on the data collection, it was possible to identify and discuss the results in which consumers pointed out the main advantages that influence the purchase of convenience, variety of products and affordable prices, as well as the main disadvantages of the time of purchase, waiting, shipping and shipping cost. Besides that, according to the results, it was possible to identify the most important essential factors for e-consumers when making online purchases, such as the usability of websites, referring to the indicator of the information identifications of the announced products and the Logistics, regarding the condition of products after delivery and the availability of reverse logistics. Finally, it was verified that the respondents were satisfied with the experience of online purchase, with the product / service and with the company.