Antecedentes da intenção de recompra : um estudo com consumidores de e-marketplace

Abstract

Studies on repurchase intention have been gaining prominence recently, because in competitive markets the relationship between the brand and the consumer is of great importance for companies, since repurchase intention increases earnings and competitive advantages, especially in the long term. In light of this, understanding the antecedents of repurchase intention has become essential to the success of organizations, causing companies to be increasingly concerned with understanding what leads consumers to repurchase their products and services. That said, this study aims to analyze the relationship between the constructs of information quality, convenience, experience, brand trust, and preference as predecessors of users repurchase intention on e-marketplace platforms. For this, quantitative research was carried out with the application of a survey, with a sample composed of consumers who use these platforms, with 286 valid cases. The analysis of the results obtained was carried out through descriptive and multivariate statistical approaches, using Structural Equation Modeling. The results show that the product segment most consumed by respondents is electronics, which accounted for 72.4% of consumption. In addition, 60.9% of the respondents never had a negative experience when buying on e-marketplaces. It was also found that 63.8% of the sample makes between one and ten purchases per year, and that the main reason for a negative experience is receiving the wrong merchandise, highlighting the importance of good process mapping in these online consumption platforms. Of the nine hypotheses tested in this study, eight were confirmed, presenting relationships such as the positive and direct influence of information quality on convenience and brand trust. Another significant relationship was that of convenience in relation to repurchase intention and experience with the e-marketplace. It is also worth mentioning the influence of the preference for the e-marketplace in the repurchase intention. By observing the coefficients of determination (R²) obtained, it is verified that 95.1% of the variance of the Intention to Repurchase is explained by the variables of the model. [resumo fornecido pelo autor]