A imagem de lojas online e seus impactos sobre a intenção de recompra

Abstract

Information Technology and the Internet have started to provide a new business environment where consumers, companies and suppliers have found an alternative to traditional business processes: e-commerce and webstores. Given the relevance of this change and what this new transactional format came to represent, several researchers began to present relevant academic collaborations on the subject. Among these studies, many started to emphasize the importance of the characteristics and the image of the sites in the consumer buyback behavior. Based on this finding, this dissertation aimed to identify the dimensions that configure the image of online store and its impacts on the intention of repurchase, with a cut in the consumption of leisure and tourism services contracted through e-commerce sites, accessed by the traditional equipment and / or mobility and having the Internet as a means of access. To that end, it was identified that the online store image can be configured from eight dimensions (accessibility, layout, offer, promotion, price, reputation, support and services) supported by the theoretical review of the main academic studies related to the theme. The data of this study had as a method of collection the application of research of the type survey, being the research instrument questionnaire validated by Bèzes (2014), with the participation of 375 respondents, from 6 cities and 3 states. The main contributions of the study were: the validation in the Brazilian context of consumption of tourism and lazer services the image scale of Bèzes webstore (2014); the identification of the dimensions that most explained the store image; o the impact of the store image on the intention of repurchase; the reject of satisfaction as moderator of the relationship between store image and repurchase intent; the effect of the store image on word of mouth advertising and this on the intention of repurchase.