PERFIL E MOTIVADORES DE COMPRA ONLINE: QUEM SÃO OS CONSUMIDORES DO E-COMMERCE?

Abstract

Consumer behavior has been undergoing changes over the years, even more with the expansion of the internet and the increase of online consumption. Therefore, this study sought to analyze the profile of online consumers and the factors that influence the decision making for the purchase on e-commerce. A quantitative-descriptive research was carried out and applied through a survey, which obtained 278 respondents. The results show a young public, mostly women from 18 to 25 years old. The research revealed an active public on e-commerce, with the main purchase motivators being the price factor and the ease of purchase provided. Furthermore, as to the matter of means of payment and average spending on online purchases, more than half of the respondents claim to do their shopping by credit card and spend less than R$500.00, which happens on once a month purchases of clothing, accessories and footwear. Moreover, this article offers theoretical and practical contributions, since it allows the understanding of the main factors that influence the choice for online purchase, as well as allows entrepreneurs to align efficient marketing strategies and make assertive decisions to meet the expectations and needs of consumers.