E-commerce: aspectos que influenciam na intenção de compra

Abstract

E-commerce has fundamentally transformed the way people conduct business and how consumers make their purchases, as it encompasses transactions of products and services over the internet. However, success in this sector requires a series of aligned factors. In this context, researching the determinants that influence online purchase intention assumes extreme relevance, as it enables companies and marketing professionals to improve their strategies, optimize their digital platforms, adapt their sales approaches, and personalize the customer experience. With that said, the general objective of this study is to analyze the constructs that influence consumers' online purchase decisions. To achieve the objectives of this study, a quantitative approach involving the application of a questionnaire was adopted. This questionnaire was developed based on a literature review and obtained 209 valid responses. The main results of this study point to the most significant constructs in e-commerce purchase decisions, highlighting the importance of elements such as the virtual store, convenience, and trust. The study contributes theoretically by introducing new insights into the literature and offers relevant reflections for organizations. Therefore, this research has the potential to assist companies in making more informed strategic decisions.