Determinantes da intenção de compra de produtos comercializados por lojas online chinesas

Abstract

The study of consumer behavior has been parsed increasingly in marketing research, because in this way, the companies can create strategies to innovate in increasingly competitive markets. The online shopping these days are already a reality for the world's population, and together with this, stand out the Chinese online stores, with a large variety of products and attractive prices, becoming a new trend in the Brazilian domestic market and for import of products by individual. Given this, this study sought to analyze the impact of attitude, of involvement, and innovativeness in Brazilians consumer purchase intention who use these stores for acquire products. For this, were used the quantitative research method with the application of a questionnaire formed through validated scales for other authors, with a sample of 300 valid questionnaires. To analyze the data obtained, were used descriptive statistics and multivariate analysis, with use of multiple linear regression to identify the variables which most influence the purchase intention. From this, the results showed that the attitude of these consumers is very favorable to these purchases, the level of involvement was shown to be due to the high degree of interest of these buyers, both of these factors positively affecting their purchase intention. The innovativeness showed that these people, like to search for new products, but are more resistant to acquire them, demonstrating a low influence in your purchase intention. The intentions of consumers are positive, and them are satisfied with the use of these stores, and them intend to continue use these sites and recommend the same for other people.(sic)