Comércio eletrônico : análise dos atributos de lojas virtuais pelos consumidores de Sergipe

Abstract

In traditional commerce the sells and trades were made in open places trough actual stores. With the advancement of technology, a new store model was created: virtual stores. This new type of store uses the internet as a showcase and offers a lot of benefits. However, the success of this business model is closely connected to the store attributes. These are defined as characteristics perceived by potential customers who positively influence the purchase. Therefore, this research aimed to understand how the attributes presented by the virtual stores influence the consumer’s purchase intention in Sergipe, identifying, according to the consumer's perception, which of those are more important. The attributes studied were: privacy, security, trust, quality of information and reputation. As for the methodological procedures, the investigation took place through descriptive research, adopting the survey strategy and obtaining data through an online quiz. The sample used was non-probabilistic, for convenience, consisting of 131 answerers. Thus, it was possible to perceive that the predominant shopper profile is female, aged 25 to 39 years, they are self-employed or in the public sector workers and most have paid up to 2 minimum wages. In addition, a significant part of the interviewees consider all the mentioned attributes important at the time of purchase, which explains the construct’s positive performance the interviewees. However, the price was judged as the most relevant attribute and the perception of security that e-commerce sites offer as average. As for the purchase intention, most of the interviewees consider the studied attributes relevant in choosing the e-commerce site. They answered that they would buy, recommend, and buy againin at the chosen e-commerce site.