Sistemas de Notificações das Aplicações Móveis – Estudo de Caso Zara

• Autor(a) principal: Branco, Joana Rita Gonçalves
• Data de Publicação: 2022
• Tipo de documento: Dissertação
• Idioma: por
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10400.22/21632
• topic: Aplicações; Compras online; Mobile Marketing; Smartphones; APP Zara; Applications; Online shopping; Mobile marketing; Smartphones; Gestão

Nowadays, mobile devices are part of everyone's routine. Tablets, smartwatches, smartphones, virtual assistants, or computers. Everyone needs to be constantly online. Mobile technologies evolve day by day and the role of marketing. There is no longer a separation between marketing and digital marketing. A brand's strategy must adopt new ways of communicating and create new points of contact with the potential customer. Users are interested in everything that is practical and saves them time, even when shopping: they choose their favorite clothes, put them in the cart and quickly complete the purchase through their smartphone, wherever they are. The reverse logistics offered by brands also motivates this behavior. This research aims to study the notification systems of clothing shopping apps, with the Zara clothing brand app example. The analysis is carried out through primary data collection, by questionnaire, resulting in a study of exploratory nature. To measure the intention to use and acceptance of technologies by users, was used an instrument based on the TAM, Technology Acceptance Model, where influential factors of consumer behavior towards new technologies are analyzed, such as usability. Several factors that contribute to and influence consumer attitude towards Mobile Marketing were also analyzed, such as risk and perceived value and credibility. The results revealed that the rate of use of the Zara App is quite positive. The majority of the sample uses the app and indicated simplicity of navigation as the main reasons.