E-COMMERCE COM FOCO NO USUÁRIO: UM ESTUDO DA INFLUÊNCIA CULTURAL NO PROCESSO DE COMPRAS ONLINE DOS HISPÂNICOS NOS EUA

Abstract

E-commerce (electronic commerce) has been growing more and more with the internet development, which makes access to products of different nationalities and cultures widespread around the globe. With this development, great opportunities arise so that companies from different countries, both in domestic and international trade, having the possibility to expand their area of operation. However, it was not only the online sales field that made progress, consumers became more selective and demanding. This study aimed to investigate how culture influences the behavior of Hispanics within the American e-commerce market. With this intent, it were addressed the e-commerce considerations of authors such as Kim and Kim (2010) and Boyer et al. (2002). Subsequently, in order to conceptualize and connect the role of culture on the internet and in consumption, the definitions of Mooij and Hofstede (2011), Manrai and Manrai (1996) and Burgmann, Kitchen and Williams (2006) were chosen. In conclusion, when analyzing the behavior of Hispanics in the USA in the context of e-commerce, the research by Singh, Nitish et al. (2008), Murillo (2015) and the information and data company Nielsen (2019) were used. The results of this analysis relate to consumer expectations, as well as the measures that need to be adapted to Spanish-American culture, in aspects such as: color of the website, language and proper use of images.