Grau de confiabilidade nas compras online durante a pandemia da COVID-19: um estudo com discentes do curso de Administração da UFS

Abstract

E-commerce has gained increasing relevance for organizations and consumers, however, in the context of the global SARS-CoV-2 pandemic, which started in 2020, there are considerable changes in the way of consumption, taking individuals to a mass exodus to virtual shopping. In this scenario, some generations coexist, such as Y and Z, more recent, which have purchasing power and are highly connected. Trust is a key factor for online consumption, and for this reason this research aimed to analyze the perceptions of reliability in online purchases by students of the administration course at UFS campus Itabaiana. The approach to the problem was quantitative. As a data collection instrument, a survey was carried out, with online application, using structured questions on the Likert scale. The research subjects were 197 students from the administration course at Centro Campus Profº Alberto Carvalho in Itabaiana. Segmented as participants of generations Y and Z, there were similarities in the perception of these generations, based on the calculations of the Average Ranking, the Y have higher levels of confidence in this market, demonstrating that being in tune with new technologies is not the only factor that influences the reliability of online shopping. Thus, this study adds to the field of Administration findings on the perception of reliability and the factors that influence it in the generations studied.