O PAPEL DO SOCIAL-COMMERCE NAS INTENÇÕES DE COMPORTAMENTO DO CONSUMIDOR

Kennedy Jorge Canuto, Edvan Cruz Aguiar, Manoela Costa Policarpo

Resumo


Este artigo objetivou analisar o papel do social-commerce nas intenções de comportamento do consumidor em sites de compras coletivas. Por meio de uma abordagem quantitativa de caráter descritivo, fazendo uso de correlação e regressão, aplicou-se um survey online junto ao público-alvo (consumidores de sites de compras coletivas), obtendo uma amostra de 210 respondentes. Os resultados evidenciam que a sensação de presença social, os comentários dos outros consumidores e a familiaridade com o site se relacionam positivamente com a confiança do consumidor para com o site. Ademais, verificou-se que consumidores sentem mais confiança quando eles avaliam os comentários de terceiros, levando às intenções de compra. O estudo evidencia a importância do social-commerce nas intenções de comportamento do consumidor em sites de compras coletivas.


Palavras-chave


Social-commerce; Comportamento do consumidor; Sites de compra coletivas; Confiança.

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