Showrooming: fatores determinantes que impactam na intenção de compra de eletrônios e eletrodomésticos

Abstract

The use of tools for virtual research and/or acquisition provides to the customer new experiences of purchase goods. With the objective of contributing to understanding the attitude and behavior of the buyer at the time of purchase, this research seeks to identify the factors that lead Brazilian and US customers to perform electronic and home appliances search in physical stores and later acquire in virtual stores. For this, was carried out descriptive research with a quantitative approach in which were applied closed questionnaires with profile questions and questions arranged in an evaluation scale to identify factors that are important when performing Showrooming in both nationalities. After analyzing the collected data, it was possible to perceive a disparity between the perception of each nationality about the online purchases. Brazilians, in general, showed up to be withdrawn to the virtual market than the North Americans, who in turn, present greater satisfaction in performing the Showrooming. This research conducted to the result that consumers not only search to the monetary economy when searching through different sales channels but also search for the best use of time and for higher business opportunities.(sic)