Consumer buying behavior in the Federal District: a descriptive research using structural equations

• Autor(a) principal: Mariano, Ari Melo
• Data de Publicação: 2018
• Outros Autores: Anjos, Felipe Burle dos, Moreira, Larissa Lopes, Simão, Simone Borges
• Tipo de documento: Artigo
• Idioma: por
• Título da fonte: Revista Produção Online
• Texto Completo: https://www.producaoonline.org.br/rpo/article/view/2812
• topic: Consumer Behavior. Structural Equations. Federal District. Online Shopping. E-commerce.; Comportamento do Consumidor. Equações Estruturais. Distrito Federal. Compras Online. E-commerce.

The objective of this study was to describe the aspects that influence the prior behavior of the virtual consumer of the Federal District. Understanding the behavior of the virtual consumer is important, but this same online behavior also undergoes influences and conducting a research that deepens the understanding of these elements is necessary. To reach the objective, the descriptive method was used, using a validated instrument (α = 0.880) and the SmartPLS software. The research was conducted with 126 people living in the Federal District and who agreed to voluntarily participate in the research. As a result of this study, it can be noticed that the behavior of the virtual consumer is influenced by the attitude of purchase in a 53.9%, which in turn is influenced by the attitude factors, subjective norms, perceived control, by 50.8%. Among the factors that influence intention, the attitude was the most relevant with 47%.