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

Authors

  • Harrison Bachion Ceribeli Universidade Federal de Ouro Preto
  • Raoni de Oliveira Inácio Universidade Federal de Ouro Preto
  • Israel José dos Santos Felipe Universidade Federal de Ouro Preto

DOI:

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

Keywords:

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

Abstract

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.

Author Biographies

Harrison Bachion Ceribeli, Universidade Federal de Ouro Preto

Doutor em Administração pela Universidade de São Paulo (FEARP-USP)

Professor Adjunto da Universidade Federal de Ouro Preto (UFOP)

Vice-Diretor do Instituto de Ciências Sociais Aplicadas (ICSA-UFOP)

Raoni de Oliveira Inácio, Universidade Federal de Ouro Preto

Mestre em Administração pela Universidade Federal de Santa Maria (UFSM)

Professor da Universidade Federal de Ouro Preto

Israel José dos Santos Felipe, Universidade Federal de Ouro Preto

Mestre em Administração pela Universidade Federal do Rio Grande do Norte (UFRN)

Professor da Universidade Federal de Ouro Preto

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Published

2015-04-28

How to Cite

Ceribeli, H. B., Inácio, R. de O., & Felipe, I. J. dos S. (2015). Um Estudo dos Determinantes da Decisão dos E-consumidores de Comprarem no Comércio Eletrônico. Journal of Management & Technology, 15(1), 174–199. https://doi.org/10.20397/2177-6652/2015.v15i1.779

Issue

Vol. 15 No. 1 (2015): Janeiro/abril

Section

ARTIGO

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