The profile of e-commerce consumers: a case of study for the city of Dourados (MS)

• Autor(a) principal: Ferreira, Matheus Molinari
• Data de Publicação: 2022
• Outros Autores: Almeida, Roselaine Bonfim de, Silva, Jonathan Gonçalves da
• Tipo de documento: Artigo
• Idioma: por
• Título da fonte: Research, Society and Development
• Texto Completo: https://rsdjournal.org/index.php/rsd/article/view/22236
• topic: E-commerce; Consumers; Internet.; Comercio electrónico; Consumidores; Internet.; Comércio Eletrônico; Consumidores; Internet.

This article analyzes the variables that influence consumers in making the decision between buying products in physical stores or virtual stores. For this, a field research was carried out in the city of Dourados (MS), through which 384 individuals were interviewed. With these data, a descriptive and econometric analysis was performed using the logit model, which identified as statistically significant variables the individuals' marital status, income and education level. The results also showed that 58% of respondents have an income between a minimum wage and 2 thousand reais. In addition, just over 60% of respondents trust to make purchases online, they, however, do not feel secure in providing their personal data. Among individuals who have already shopped online, 79% of respondents, most make few purchases and the main items purchased are, in general, clothing and electronics. The main motivating factors for carrying out this type of transaction are: price, convenience, practicality and variety of products. The demotivating factors are the delivery time and the lack of physical contact with the product. Furthermore, the probability of buying online increases by 18.72% if the individual is single, 9.72% if the individual has an income between BRL 1,000.00 and BRL 2,000.00 and 18.31% when the individual has completed higher education. With this, it can be concluded that although e-commerce still generates some distrust for some people, it had good acceptance among Douradense’s consumers.