A percepção dos discentes da Universidade Federal de Sergipe sobre o processo de compra em sites de e-commerce brasileiro

Abstract

Considering that e-commerce is a type of market that has grown significantly since its emergence, providing opportunities for organizations to expand their businesses and allowing customers to access products and services more quickly, this work aims to identify the perception of students at the Federal University of Sergipe regarding the purchasing process on large Brazilian e-commerce sites. To achieve this objective, a quantitative study was conducted with 98 administration students, using a structured questionnaire with closed-ended questions as the data collection instrument. In terms of its nature, the research is classified as applied, with exploratory and descriptive objectives. Through the questionnaire, based on the Technology Acceptance Model, we sought to evaluate the consumer's perception of ease of use and navigability in the purchasing process, as well as to analyze the factors that contribute to the decisionmaking process of university students and to verify their perspective on how organizations have sought to meet their needs in e-commerce. From the results of this study, it was observed how consumers react to positive and negative situations in ecommerce. Therefore, it was concluded that consumers vary considerably between giving up or continuing with the purchase depending on the purchasing experience that companies offer. It was found that consumers are insecure about providing personal information, due to not having contact with the products, among other factors. However, the majority of respondents stated that they prefer to buy from online stores than physical stores, as it is more convenient and does not require time and resources to travel to the sales location. Thus, it is expected that this work will contribute to the development of strategies that aim to satisfy customers according to their needs.