Arquitetura da Informação no comércio eletrônico de livros no Brasil: dimensões que norteiam a e-satisfação do usuário.

Abstract

This study aimed to verify the e-satisfaction with the information architecture of books e-commerce in Brazil. In order to achieve this we compared users e-satisfaction of two stores, each with different approaches - Livraria Cultura and Submarino. The first, a physical bookstore. The second, a retail online store. The final questionnaire included 14 variables divided in two factors: (1) exploratory dimension and (2) organizational dimension. The total number of respondents was 310. 72% female, 51% aged between 26 and 35, 49% at post-graduate level. 58% of respondents use the sites up to 2 times per month. In general, respondents are satisfied with the information architecture of the books e-commerce in Brazil represented in this research by Livraria Cultura and Submarino. It was found that users are (1) more satisfied with the exploratory dimension than with the organizational dimension and (2) are more satisfied with the information architecture of Bookstore compared with Submarino. The research shows that the rate of e-satisfaction in the exploratory dimension may be due to the fact of the vast majority of respondents being formed by females aged between 26 and 39 years, who are likely to seek sensation more than men. Livraria Cultura excel because it has more experience with books organization. We indicate that e-satisfaction with the information architecture of the stores is perceived by survey respondents, agreeing with previous research, since the dimension of architecture and design of a e-commerce web site affects positively the e-satisfaction, as it offers features for ease, convenience and navigation that optimize the consumer experience. Further research may compare the e-satisfaction among stores such as electronics retailers and other leading sectors of e-commerce.