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Authors
Advisor(s)
Abstract(s)
O comércio é um dos principais motores da economia mundial. Estimulado pelas
novas tecnologias de informação, divulgação e forte expansão da internet, projetou a
economia para uma escala global. Com o aparecimento deste novo fenómeno, surge um novo
modelo de comércio, o comércio eletrónico .
Este novo modelo de comércio tem e continuará a ter um crescimento exponencial,
pois todas, grandes e pequenas empresas, comerciais e de serviços estão a aderir a este tipo de
negócio.
Com esta rápida adesão e aumento de sites de compras na internet, as empresas
procuram cada vez mais conhecer e estudar os perfis, o envolvimento e a decisão na compra
electrónica dos internautas. Tendo um melhor e mais aprofundado conhecimento poderão
aplicar e promover novas estratégias neste ramo de comércio.
Neste estudo optou-se pela compra de livros electrónica por ser a atividade que nos
rankings das associações de empresas de venda online de diversos países ocupa os lugares
cimeiros.
Através deste trabalho, procura-se dar uma melhor informação às empresas de modo
a que estas corrijam e modifiquem os seus sites para melhorar a satisfação dos compradores
em futuras aquisições.
As principais conclusões do estudo são: os compradores de livros online têm em
consideração a fiabilidade, confiança, organização, usabilidade, interatividade e
personalização do site; a maioria dos compradores recomenda e aconselha a compra de livros
através do comércio eletrónico. Concluindo, a compra de livros comércio eletrónico é um
negócio com futuro.
ABSTRACT. Trading is one of the main engines of the world-wide economy. Stimulated by the new information technologies, the spreading and strong expansion of the Internet, it has led economy to a global scale. Because of this new phenomenon a new model of trading has emerged, the electronic or online trading. This new model of trading has and will continue to have an exponential growth, therefore all big and small trading companies and services are joining to this type of business. With this fast adhesion and increase of Internet purchase sites, the companies are eager to know and study the profiles of their cybernauts, their kind of involvement and type of decision when they shop online. If they have a thorough knowledge of it they will be able to promote and use better strategies to develop this kind of business. In this study we decided to choose the online book shopping because it is the activity, which holds the top position in the online business rankings in many countries. In this work, we look forward to provide better information to companies so they may correct and modify their sites in order to improve the purchasers’ satisfaction in future acquisitions. The main conclusions of this study are: online book purchasers greatly consider the site reliability, confidence, organization, usability, interactivity and personalization; the majority of the purchasers recommend and advise the book purchase through electronic trading. Concluding, the online book shopping is a business with a future.
ABSTRACT. Trading is one of the main engines of the world-wide economy. Stimulated by the new information technologies, the spreading and strong expansion of the Internet, it has led economy to a global scale. Because of this new phenomenon a new model of trading has emerged, the electronic or online trading. This new model of trading has and will continue to have an exponential growth, therefore all big and small trading companies and services are joining to this type of business. With this fast adhesion and increase of Internet purchase sites, the companies are eager to know and study the profiles of their cybernauts, their kind of involvement and type of decision when they shop online. If they have a thorough knowledge of it they will be able to promote and use better strategies to develop this kind of business. In this study we decided to choose the online book shopping because it is the activity, which holds the top position in the online business rankings in many countries. In this work, we look forward to provide better information to companies so they may correct and modify their sites in order to improve the purchasers’ satisfaction in future acquisitions. The main conclusions of this study are: online book purchasers greatly consider the site reliability, confidence, organization, usability, interactivity and personalization; the majority of the purchasers recommend and advise the book purchase through electronic trading. Concluding, the online book shopping is a business with a future.
Description
Mestrado em Marketing Research
Keywords
Compra de livros online Satisfação Qualidade Valor percebido Intenção futura de comportamento
Citation
Publisher
Instituto Politécnico de Viseu. Escola Superior de Tecnologia e Gestão de Viseu