Comportamento do consumidor online: perfil, uso da internet e atitudes

• Autor(a) principal: Morgado, Maurício Gerbaudo
• Data de Publicação: 2003
• Tipo de documento: Tese
• Idioma: por
• Título da fonte: Repositório Institucional do FGV (FGV Repositório Digital)
• Texto Completo: http://hdl.handle.net/10438/2515
• topic: Online; Internet; Segmentação; Comércio virtual; Atitudes; Varejo multicanal; Administração de empresas; Comércio eletrônico; Pesquisa de mercado; Comportamento do consumidor; Consumidores - Atitudes; Marketing na internet

The general objective of this thesis is to provide a better understanding of the online consumer behavior. Five specific objectives were set for the purpose. The first objective was focused on scientific knowledge ordination and systematization and its achievement made possible the identification of 3 big variable groups that have been used by scholars to explain online consumer behavior: consumer profile, Internet usage and attitudes toward the Web. It was also possible to reduce from 28 to 13 the number of relevant variables used to explain this type of consumption. The second objective aimed to investigate which characteristics distinguish online buyers from non-buyers. It was found that buyers have a higher socioeconomic profile, traveled abroad more often, reported a higher level of English skills and also made higher salaries. They tend to value convenience, are more innovative than non-buyers, have less risk aversion, and a lower experiential orientation, i.e. less need of having physical contact with merchandise before buying. Those consumers count with more places where they can access the Web, consider themselves having a better knowledge about the Internet and tend to use it more frequently for e-mailing, banking and to gather information about products and services than non-buyers. They tend to consider the Internet more useful (utilitarian) and fun (hedonic) than the nonbuyers group. The third objective was about identifying consumer segments and 5 of them came out. Among non-buyers the groups Internet is not for me, I like the Internet but I don’t know if I am going to buy and I am almost there were characterized. Buyers were divided in two groups: I am testing and Aficionados. It was noticed that the 5 groups form a continuum representing a “walking” from non-buying to buying which resembles the one presented at the Diffusion of Innovations Theory. The fourth objective intended to develop a model to estimate how the online consumption probability is affected by profile, Internet usage and attitudes toward the Web. According to the developed model, such probability is higher when the consumer access the Internet from more places; utilize the Web for banking, gather information about products and services and to look for discounts and promotions; travel abroad more often; have higher English skills; possess more digital products; has more Internet involvement; see more utility on the Net; think it is important being able to buy from home; has more inclination to risk; do not consider him or herself too much innovative; and, more important, has low experiential orientation and is able to decide the purchase without touching or seeing the product before making the buying decision. The fifth objective was to offer suggestions to practitioners among. The following are highlighted: 1) Internet sites need not only utilitarian but also hedonic elements; 2) The products more suitable for online selling are search products, followed by experience-2 and experience-1 types. The least recommend ones for online selling are confidence products; 3) Higher online security perception generates more volume and frequency of buying; 4) The findings described in the fourth objective might be useful to locate new online consumers; 5) The achievements derived from the third objective may orientate managers to convert and keep online consumers.