Otimização da informação de produtos online com foco na sua composição e instruções de lavagem: Zippy Online

• Autor(a) principal: Monteiro, Gisela Sofia Neto
• 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/10400.22/22097
• topic: Comércio eletrónico; Loja online; Investigação-ação (IA); Produtos online; E-commerce; Online stores; Action research (IA); Online products; Gestão

The increasingly noticeable presence of the Internet in our daily lives has impacted it in the most diverse areas, even in our consumption patterns. In an era when more and more companies are adapting to a new business model - e-commerce - and the growing competitiveness in the market is notorious, it is essential to optimize the presentation and description of products in online stores. In this sense, during the internship a work that aimed to optimize the presentation of the attributes of the technical composition and washing instructions of the products available in the Zippy™ online store was developed. To this end, the Research-Action methodology was used, in which all the planned actions were implemented and described in this report, and also having been successfully applied. Through this research it was possible to identify and subsequently correct the information gaps presented in eight attributes of composition and three attributes of washing instructions in some of the softwares, as well as enrich the attributes of the Footwear and Accessories category in order to present more qualitative information to the customer. Also within the research carried out, a questionnaire was applied which showed that the improvements developed are in line with the tren: the description and technical composition of the products are a very relevant factor at the moment of purchase decision. All the work developed directly impacted the information provided in the products of the Zippy™ online store, enabling customers to have access to a more informed buying decision process and even increasing their confidence in the brand. Therefore, this report presents the work developed as part of the internship carried out at Zippy™, in order to obtain the Master's degree in e-Business from the Instituto Superior de Contabilidade e Administração do Porto.