A Percepção do e-commerce: um levantamento entre consumidores da cidade de Dourados/MS acerca da propaganda

Abstract

This study aimed to raise consumer perceptions of e-commerce in the city of Dourados - MS, on advertisements broadcasted online form. This research is quantitative nature of the exploratory and descriptive, the method used was the application questionnaire and aimed to outline the profile, presenting the main insights, key behaviors and practices of consumers. The spatial area takes the municipality of Dourados-MS, to be important center of government consumption. The start date of this research was June 2015 and the milestone late September of that year. The results showed that most respondents are female, single, aged between 31 and 40 years with higher educational level and average personal income 2-3 times the minimum wage. For most advertising influences the purchase, and is capable of inducing a visit to the site and an impulse purchase, and this is because most of the consumers are attracted by the words: promotion / settlement / offer, and although most Consumers seeking additional information on the advertisement. Therefore, other research related to this topic are needed. A way to be better discussed and analyzed refers to legislation that supports electronic commerce.