Curtir mais, Pagar menos – Adoção às Compras Coletivas pelo Consumidor Final
DOI:
https://doi.org/10.20397/2177-6652/2014.v14i2.607Keywords:
Sites de Compras Coletivas, Adoção Tecnológica, Equações EstruturaisAbstract
Com o objetivo de identificar os fatores que levam o cidadão à intenção de utilizar sites de compra coletiva, foi realizado um survey com 224 cidadãos na cidade de São Paulo, empregando como base as variáveis de modelos de adoção tecnológica existentes na literatura. A técnica de análise empregada consistiu no uso de modelagem por equações estruturais. Os resultados demonstraram que o Hábito é o principal fator de influência, seguido da Percepção de Segurança, Benefício Percebido e Influência Social. A pesquisa apresenta contribuições acadêmicas e para o mercado. Em termos acadêmicos, apresentou elevados valores preditivos para uma nova modalidade de negócios. Para o mercado, os resultados podem auxiliar os gestores a conhecer melhor os principais pontos a considerar para que os clientes tenham a intenção e efetivamente utilizem as promoções das compras coletivas, mitigando eventuais problemas de adoção com um maior entendimento sobre seus clientes.
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