Impacto de aspectos do frete, e suas interações com promoção na intenção de compra, confiança e valor da marca de varejistas online.

Alves Victorino, Walter; Cunha Moura, Luiz Rodrigo; Gonçalves Filho, Cid

E-commerce makes it understood that the retail modality is living a new era. Its rise, starting in the seventies and driven by the Internet, was consolidated with technological innovations in the nineties. In this scenario, understanding consumer behavior becomes fundamental in the search for strategies that not only consolidate the market and its expansion, but can offer more value to different customer segments. The objective of this article is to test, through an experiment, how consumers evaluate and respond to the impacts of freight (value, term) and promotion on e-commerce purchases, in the dimension of independent variables, in relation to brand trust, value of the brand and purchase intention, dependent variables. A 3x2x3 format experiment was developed, whose relationships established combinations involving these variables. The stimuli used for these variables were obtained from the opinion of three marketing specialists. Subsequently, to test the hypothetical model of the research, the MANOVA test was used. Results indicated that the model tested from the 10 hypotheses built between the variables were not supported. What at first may indicate that the consumer's reaction in relation to the strategies of using the price and shipping term as a promotional differential, is no longer so. As managerial contributions, the data indicate that for sneakers that have an average ticket well above the purchases of the Brazilian consumer, promotions and shipping values are not so important.

GeSec: Revista de Gestao e Secretariado, 2023, Vol 14, Issue 9, p15939

2178-9010

Academic Journal

10.7769/gesec.v14i9.2839