Intenção de Compra em E-Commerce: Uma Análise do Engajamento do Consumidor com Transações Anteriores e Facilidade de Uso / Purchase Intention in E-Commerce: An Analysis of Consumer Engagement with Past Transactions and Ease of Use
Abstract
O estudo analisou o impacto do engajamento do consumidor com a marca, reputação, satisfação com transações anteriores e facilidade de uso dos antecedentes na intenção de compra em e-commerce. Trata-se de uma pesquisa Survey, aplicada a uma amostra por conveniência de 230 respondentes. Utilizou-se a modelagem de equações estruturais pelos mínimos quadrados parciais - PLS. A reputação influenciou significativamente o engajamento do consumidor com a marca e evidenciou que as intenções de compra dos e- consumidores podem ser afetadas de maneira positiva pelo engajamento do consumidor com a marca. Este estudo buscou preencher as lacunas teóricas na relação dos construtos engajamento do consumidor com a marca, reputação, satisfação com transações anteriores e facilidade de uso percebida como antecedentes da intenção de compra on-line. No que se refere ao campo de aplicação prática, esta pesquisa contribui com gestores e empreendedores em e-commerce, no sentido de conhecer a perspectiva dos consumidores, contribuindo para a compreensão do seu comportamento e contribuindo com o desenvolvimento de estratégias para o consumo on-line.
Palavras-chave: E-commerce. Intenção de compra. Engajamento do consumidor com a marca.
ABSTRACT
The study analyzed the impact of consumer engagement with the brand, reputation, satisfaction with previous transactions and ease of use of background checks on the intention of buying in e-commerce. This is a Survey survey applied to a convenience sample of 230 respondents. The modeling of structural equations was used by partial least squares - PLS. The results showed that reputation significantly influenced consumer engagement with the brand and showed that the purchase intentions of e-consumers can be positively affected by consumer engagement with the brand. This study seeks to fill the theoretical gaps in the relationship of constructs consumer engagement with the brand, reputation, satisfaction with previous transactions and ease of use perceived as antecedents of the intention of online purchase. With regard to the field of practical application, this research contributes to managers and entrepreneurs in e-commerce, in order to know the perspective of consumers, contributing to the understanding of their behavior and contributing to the development of strategies for online consumption.
Keywords: E-commerce. Purchase intent. Consumer engagement with the brand.
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DOI: http://dx.doi.org/10.12819/2023.20.6.3
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