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Authors
Advisor(s)
Abstract(s)
Vivendo numa era tecnológica e digital em constante expansão e desenvolvimento, através do uso diário da Internet, o online tronou-se um meio cada vez mais importante para a comercialização de bens e serviços.
O e-commerce é considerado pela geração millennial o meio mais cómodo e rápido de executar compras, quer pela sua acessibilidade, quer pela sua rapidez, sendo notório o seu crescimento exponencial. Este facto leva à necessidade imperiosa das empresas estarem presentes digitalmente, inovando as suas estratégias de distribuição, no mundo empresarial que é cada vez mais competitivo.
É no presente contexto que esta dissertação considera que a satisfação e a confiança online desempenham um papel determinante na intenção de recompra online e, deste modo, partindo da questão “Qual a influência da satisfação e confiança na intenção de recompra online dos millennials?” tem como principal objectivo compreender o impacto da relação entre estas duas dimensões e a intenção de recompra no mundo do e-commerce.
De forma a obter-se um maior entendimento sobre o tema, através da metodologia quantitativa, foi aplicado um inquérito por questionário a uma amostra por conveniência da geração millennial- com 143 respostas válidas.
Os resultados obtidos demonstram e confirmam a influência positiva que a satisfação e a confiança online implicam na intenção de recompra por este meio, concluindo que estas duas variáveis têm um papel fulcral no consumidor millennial uma vez que este as valoriza vigorosamente.
ABSTRAT : Living in a constant-expanding digital and technological era through the daily usage of the Internet, the online became a field with an increasingly importance for the commercialization of goods and services. E-commerce is considered, by the millennial generation, the most comfortable and fast way of purchasing, weather by its accessibility and speed, being its exponential growth noted. This fact leads to the imperative need for the companies to be digitally present, innovating their distribution strategies, in a business world increasingly competitive. It is in this context that this dissertation considers that the online trust and satisfaction play a determinant role in the intent of online repurchase and, that in this way, starting from the question: “What is the influence of satisfaction and trust in the millennials online repurchase intention?”, has as the main goal is to understand the relation between this two dimensions and the intention on repurchase in the e-commerce universe. In order to obtain a wider understanding about the subject, through quantitative methodology, a survey via questionnaire was put in practice to a convenience-sample of millennial generation- with 143 valid answers. The obtained results show and confirm the positive influence that online satisfaction and trust imply on the purpose of repurchase by this way, concluding that these two variables play a vital role in millennial consumers, once they value it vigorously.
ABSTRAT : Living in a constant-expanding digital and technological era through the daily usage of the Internet, the online became a field with an increasingly importance for the commercialization of goods and services. E-commerce is considered, by the millennial generation, the most comfortable and fast way of purchasing, weather by its accessibility and speed, being its exponential growth noted. This fact leads to the imperative need for the companies to be digitally present, innovating their distribution strategies, in a business world increasingly competitive. It is in this context that this dissertation considers that the online trust and satisfaction play a determinant role in the intent of online repurchase and, that in this way, starting from the question: “What is the influence of satisfaction and trust in the millennials online repurchase intention?”, has as the main goal is to understand the relation between this two dimensions and the intention on repurchase in the e-commerce universe. In order to obtain a wider understanding about the subject, through quantitative methodology, a survey via questionnaire was put in practice to a convenience-sample of millennial generation- with 143 valid answers. The obtained results show and confirm the positive influence that online satisfaction and trust imply on the purpose of repurchase by this way, concluding that these two variables play a vital role in millennial consumers, once they value it vigorously.
Description
Dissertação de mestrado apresentada à Escola Superior de Comunicação Social como parte dos requisitos para obtenção de grau de mestre em Publicidade e Marketing.
Keywords
Comércio online Compras online e-Commerce Satisfação dos consumidores - online Confiança - online Intenção de recompra online Geração Millennial Online commerce Online shopping Online consumer satisfaction Online trust Online repurchase intention Millennial generation
Citation
Antunes, S.R. (2019). Análise da relação entre a satisfação e confiança na intenção de recompra online por parte da geração Millennial (Dissertação de mestrado em Publicidade e Marketing não publicada, Escola Superior de Comunicação Social-IPL, Lisboa, Portugal). Disponível no Repositório Científico do IPL http://hdl.handle.net/10400.21/11519 [Acedido em abril 24, 2020].
Publisher
Instituto Politécnico de Lisboa, Escola Superior de Comunicação Social