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- Title
"ASSIM EU FICO BEM COM O PÉ ATRÁS": IDENTIFICAÇÃO DOS FATORES INFLUENCIADORES DAS COMPRAS EM E-COMMERCE DE JOVENS CONSUMIDORES.
- Authors
DIAS, Cintia de Souza; OLIVEIRA, Frederico do Couto; ANTUNES, Luiz Guilherme Rodrigues; ABREU, Arlete Aparecida de; VIGLIONI, Marco Túlio Dinali
- Abstract
The manuscript aimed to identify the main factors that influence the purchase of e-commerce by young people from a Campus of the Federal Institute of Minas Gerais (IFMG). For this, a descriptive, qualitative-quantitative research was developed, using the case study and survey strategy. A total of 101 questionnaires were applied and three semi-structured interviews were conducted with the purpose of deepening the results obtained in the quantitative stage, aiming at the methodological triangulation. The strategies used for data analysis were multivariate techniques and content analysis. The results allowed to identify the product description, description of the offer, information about the site, time of purchase and site feedback, as the main influencing variables in the e-commerces purchase process. In addition, three profiles were identified: 'Satisfied ',' Relatively satisfied'; and 'Not satisfied' in relation to the purchasing process in this environment. The main contribution of this study is the possibility of better understanding of young consumers in e-commerce.
- Subjects
MINAS Gerais (Brazil); SEMI-structured interviews; CONTENT analysis; DATA analysis; MULTIVARIATE analysis; TRIANGULATION; YOUNG consumers
- Publication
Caderno de Administração, 2020, Vol 28, Issue 2, p139
- ISSN
1516-1803
- Publication type
Article
- DOI
10.4025/cadm.v28i2.53976