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Fatores que influenciam a intenção de compra dos consumidores malaios através da by Ng, May Lee

Fatores que influenciam a intenção de compra dos consumidores malaios através da

by May Lee Ng
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Book cover type: Paperback
  • ISBN13: 9786208926410
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Edicoes Nosso Conhecimento
  • Publisher Imprint: Edicoes Nosso Conhecimento
  • Publication Date:
  • Pages: 68
  • Original Price: GBP 31.23
  • Language: Portuguese
  • Edition: N/A
  • Item Weight: 105 grams
  • BISAC Subject(s): Marketing / General

O objetivo deste estudo foi determinar os fatores que influenciam a inten��o de compra dos consumidores malaios atrav�s da Internet. O Modelo de Aceita��o da Tecnologia e a Teoria da A��o Racional foram aplicados para desenvolver o quadro conceptual. Tr�s vari�veis independentes, nomeadamente Facilidade de Utiliza��o Percebida, Utilidade Percebida e Norma Subjetiva, foram testadas. Os dados prim�rios foram recolhidos de 145 inquiridos utilizando o m�todo de amostragem por conveni�ncia atrav�s de um question�rio de inqu�rito. Foi realizada uma an�lise de regress�o log�stica bin�ria para analisar as hip�teses. Os resultados mostraram que as inten��es de compra online dos consumidores eram motivadas por fatores como pre�o, conveni�ncia, economia de tempo, variedade de produtos e novidade dos produtos. Os resultados da pesquisa tamb�m mostraram que a maioria dos inquiridos considerava a seguran�a do site, a facilidade de utiliza��o e a acessibilidade do site como tr�s dos crit�rios mais importantes para escolher comprar atrav�s de um site espec�fico. Os resultados tamb�m destacaram que 46% dos inquiridos admitiram fazer compras por impulso ao realizar uma compra online e at� 74% dos inquiridos preferem visitar e comprar em sites online que est�o culturalmente adaptados ao seu ambiente local.

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