ATRIBUTOS PARA ESCOLHA DE LOJA DE DEPARTAMENTOS PARA REALIZAÇÃO DE COMPRAS ONLINE

um levantamento em Laguna Carapã/MS

Abstract

The COVID-19 pandemic contributed to the increased speed of e-commerce’s growth, which highlighted the importance of studying online purchases consumer´s behavior. Thus, the aim of the study was to rank the consumer choice attributes of Laguna Carapã/MS to decide which department store to buy online. As part of a more comprehensive study, a questionnaire was used to raise the perception of city’s residents as to the degree of agreement with the attributes of choosing department stores, according to the Banov-based typology, to make online purchases. From the results obtained, the attributes related to "price and payment terms" and "convenience" stood out, safely, in the form of "trust in the store that makes the purchase", appearing in third place among the evaluated attributes. Nevertheless, the results regarding the worst performing attributes are worrying and concern after-sales, service and ease, which may suggest that the choice of department stores to shop has happened only because of the advantages of price and variety of products rather than the satisfaction of a relationship marketing perspective.