Estratégias de comunicação que influenciam o comportamento de compra em lojas virtuais

Abstract

The growth and consolidation of e-commerce in recent years and the constant changes in consumer behavior have challenged companies to be more attentive to the shopping experience they provide. Therefore, the following study aimed to identify which communication strategies are effective to generate purchases in virtual stores, based on the understanding of consumer behavior. Three methodological procedures were adopted in order to construct answers. The first one being the bibliographic review, on consumer behavior in virtual stores and on strategies for virtual stores. The second one was a qualitative research, to observe the strategies adopted in e-commerces, Amazon marketplace and Época Cosméticos were analyzed. And finally, a survey of consumers in Caxias do Sul that verified which strategies were most important. The crossing of the information obtained contributed to the understanding of which strategies helped e-commerces to convert more. Therefore, it is observed that the consumer looks for a virtual store that generates a better shopping experience, from the usability of the website, providing all the necessary information, clearing up any sorts of doubt, offering low prices and discounts and finally assuring a transparent checkout process that guarantees a surprise free order zone. [resumo fornecido pelo autor]