Um Estudo dos Determinantes da Decisão dos E-consumidores de Comprarem no Comércio Eletrônico

Harrison Bachion Ceribeli, Raoni de Oliveira Inácio, Israel José dos Santos Felipe

Resumo


O objetivo deste estudo foi identificar e categorizar os antecedentes que explicam a decisão dos e-consumidores de adotarem o comércio eletrônico para realizarem suas compras. Para tanto, realizou-se uma pesquisa quantitativa com 310 pessoas, estratificadas por quotas, dos estados de São Paulo, Rio de Janeiro, Minas Gerais e Espírito Santo. Os dados coletados foram analisados por meio de Modelagem de Equações Estruturais e o modelo proposto foi validado estatisticamente. Entre os principais resultados, destaca-se a identificação de quatro categorias de determinantes que levam à adoção do comércio eletrônico: funcional, hedônica, situacional e confiabilidade. A principal contribuição desta pesquisa reside no esforço dos autores de criar um modelo para explicar a adoção do comércio eletrônico sob a perspectiva dos indivíduos, favorecendo a redução da lacuna teórica atualmente existente no que se refere ao estudo do e-consumidor.


Palavras-chave


Comércio eletrônico; Adoção do comércio eletrônico; E-consumidor.

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DOI: https://doi.org/10.20397/2177-6652/2015.v15i1.779

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