Consumer behaviour in e-commerce

• Autor(a) principal: Costa, Pedro Filipe Sobral
• Data de Publicação: 2023
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10071/30935
• topic: Comportamento do consumidor -- Consumer behavior; Comércio eletrónico -- E-commerce; Technology adoption theories; UTAUT; Website; Teorias de adoção de tecnologia

Nowadays, e-commerce is becoming less of an upcoming trend and is finally establishing itself as a consolidated and preferred by many ways of shopping. Therefore, it became vital for companies to have a strong presence in the digital world. As a result, this presence brought a sense of urgency when it comes to constantly optimising and improving the e-commerce experience, with the goal of turning online stores as profitable as possible. The primary goal of this dissertation is to quantify and understand the real influence that some dimensions of online shopping can have in the consumer decision-making process of consumers. Considering that, a questionnaire was constructed to study the influence and impact each dimension would have on consumers and their purchase intentions. As part of that, an analysis was done to test the validity of the research hypothesis, being multiple linear regression. With a final sample of 158 participants, the results suggest that Performance Expectancy can influence consumer behaviour in e-commerce. At the same time, there is no evidence that the other constructs developed in this study positively impact this last one.