Fatores influenciadores na escolha de lojas virtuais de materiais esportivos: um estudo entre os consumidores universitários de Dourados - MS

Abstract

The current market of e-commerce is in constantly expanding. In attempt to stand out against competitors, it is important for the organizations inserted in this context to know the target audience's characteristics and behavior to seek the satisfaction of their wants and needs. This study aimed to identify what are the main factors involved in choosing online stores by the “douradenses” consumers. First was carried out a theoretical review about consumer behavior, process of purchase decision making, influencer factors in decision making and a contextualizing of what is e-commerce, its characteristics, current market numbers and the marketing practices used to serve it. Then it was made a descriptive study of quantitative character with a non-probabilistic sample, for convenience, of target population of college consumers of Dourados - MS city. The results indicated several factors that can influence the consumer choice. It was also possible by the research the characterization of consumer profile, contrast the results among male and female respondents and indicate possible evidences of what is apparently decisive in the purchasing decisions of these consumers.