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Os tempos de carregamento são realmente relevantes? by Ebner, Moritz

Os tempos de carregamento são realmente relevantes?

by Moritz Ebner
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Book cover type: Paperback
  • ISBN13: 9786208897291
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Edicoes Nosso Conhecimento
  • Publisher Imprint: Edicoes Nosso Conhecimento
  • Publication Date:
  • Pages: 60
  • Original Price: GBP 38.19
  • Language: Portuguese
  • Edition: N/A
  • Item Weight: 96 grams
  • BISAC Subject(s): Production & Operations Management

O r�pido desenvolvimento da Internet transferiu o com�rcio retalhista do offline para o online, tornando crucial que as pequenas e m�dias empresas (PME) aproveitem os canais de vendas online para alcan�ar um p�blico mais vasto e manterem-se competitivas. Tendo em conta os seus recursos financeiros limitados, as PME devem efetuar investimentos inteligentes para evitar riscos a longo prazo. Este documento analisa se a redu��o da lat�ncia e a ado��o de pagamentos m�veis no com�rcio eletr�nico t�m um impacto positivo na fideliza��o dos clientes e nas taxas de convers�o. Utilizando dados do Google Analytics de 10 000 lojas em linha de todo o mundo ao longo de um ano, uma regress�o binomial negativa revelou que a redu��o da lat�ncia est� relacionada com taxas de convers�o mais elevadas, especialmente entre os utilizadores m�veis, que s�o mais sens�veis a atrasos. O efeito positivo da ado��o do pagamento m�vel nas despesas dos consumidores foi confirmado apenas nos EUA, o que sugere diferen�as culturais ou espec�ficas do mercado. O estudo contribui para a literatura existente ao fornecer uma an�lise transcultural, salientando a import�ncia de otimizar a lat�ncia no com�rcio eletr�nico, em especial para os utilizadores m�veis, a fim de aumentar as taxas de convers�o e a fideliza��o dos clientes.

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