Experiências de compras on-line de consumidoras de joias de prata: um estudo sobre os fatores que influenciam a lealdade nas compras

Abstract

This study analyzes the relationship between online shopping experiences and the loyalty of female consumers of silver jewelry. The research, with a qualitative and exploratory approach, was conducted through semi-structured interviews with ten consumers from the metropolitan region of João Pessoa, all with a history of digital purchases in the silver jewelry segment. The results reveal that factors such as aesthetics, durability, cost-benefit, and packaging influence perceived value, while relational aspects—such as customer service, after-sales support, and brand humanization—play a decisive role in loyalty formation. The participants also highlighted the importance of hedonic and symbolic experiences, reinforcing that purchasing jewelry goes beyond functional utility, connecting to emotions, status, and identity. The analysis showed that loyalty is built through a combination of rational and emotional elements, integrating digital convenience, social media engagement, and personalization strategies. The study concludes that companies in the jewelry sector operating in e-commerce should prioritize differentiated experiences to foster consumer loyalty and encourage repeat purchases.