Percepção e comportamento dos consumidores em relação aos e-commerces de moda no período pós-pandemia
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Citações na Scopus
Tipo de produção
Trabalho de Conclusão de Curso
Data
2024-07-17
Autores
Superbi, Denise da Silva
Gatti, Maria Paula Roncari
Dadamo, Matheus Justi
Matta, Vinicius Amir Francis
Gatti, Maria Paula Roncari
Dadamo, Matheus Justi
Matta, Vinicius Amir Francis
Orientador
Matsuda, Patricia Mari
Periódico
Título da Revista
ISSN da Revista
Título de Volume
Citação
Texto completo (DOI)
Palavras-chave
pandemia,varejo online,e-commerce,moda,pandemic,online retail,fashion
Resumo
O presente trabalho tem como seu principal objetivo investigar, por meio de análises de dados e pesquisas, os fatores que justificam o aumento da adoção de comércios eletrônicos de moda pós-pandemia. Inicialmente, foi realizado um levantamento bibliográfico para contextualizar o desenvolvimento do comércio eletrônico de moda. Analisou-se também o comportamento dos consumidores de comércio eletrônico em um cenário pós-pandêmico. Em seguida, investigaram-se os principais fatores que influenciam o aumento na frequência compras online, discorreu-se sobre variáveis como preço, conveniência de comprar online, reputação dos comércios eletrônicos, segurança de compras online, entre outros. Além disso, foi necessário entender a importância da experiência do usuário e de compra, a influência das redes sociais no comportamento dos consumidores, os desafios e oportunidades para o e-commerce de moda no período pós-pandemia, visando, assim, uma pesquisa sobre o atual cenário e suas variáveis. Posteriormente, foi realizada uma pesquisa de caráter quantitativo por meio de um Survey, com objetivo de analisar a percepção dos consumidores e o comportamento dos consumidores em relação aos comércios eletrônicos de moda. No total, o questionário apresentou 34 perguntas, dentre estas, questões de múltipla escolha e dissertativas. A pesquisa teve como objetivo coletar, tratar e analisar as respostas fornecidas pelos respondentes, com a intenção de enriquecer e correlacionar com a pesquisa bibliográfica já realizada, além de buscar entender a importância de diferentes fatores na decisão de compra dos consumidores. Os resultados obtidos mostraram que o consumo de moda online quase dobrou pós-pandemia, com muitos consumidores que não utilizavam o meio digital aderindo a essa opção. Foi possível identificar os fatores que os consumidores valorizam, como preços menores, facilidade de encontrar e comparar produtos, e experiências de compra satisfatórias em sites intuitivos e com bom atendimento. No entanto, continuam expressando preocupações em relação à segurança dos dados. As redes sociais também demonstraram influência significativa na compra, com muitos consumidores usando-as para descobrir tendências e ler avaliações. Em suma, a pandemia levou a mudanças significativas nas preferências de compra, com consumidores reconhecendo as vantagens do comércio eletrônico de moda sobre as lojas físicas.
The main objective of this work is to investigate, through data analysis and research, the factors that justify the increase in the adoption of fashion e-commerce post-pandemic, in order to understand changes in consumer perception and behavior. Initially, a bibliographic survey was conducted to contextualize the development of fashion e-commerce. The behavior of e-commerce consumers in a post-pandemic scenario was also analyzed. Next, the main factors influencing the increase in online shopping frequency were investigated, discussing variables such as price, convenience of online shopping, e-commerce reputation, online shopping security, among others. Additionally, it was necessary to understand the importance of user experience and shopping experience, the influence of social networks on consumer behavior, and the challenges and opportunities for fashion e-commerce in the post-pandemic period, thus aiming for research on the current scenario and its variables. Subsequently, a quantitative survey was conducted to analyze consumer perception and behavior regarding fashion e-commerce. The questionnaire comprised 34 questions, including multiple-choice and essay questions. The research aimed to collect, process, and analyze the responses provided by the respondents, with the intention of enriching and correlating with the already conducted bibliographic research, as well as understanding the importance of different factors in consumers' purchasing decisions. The results showed that online fashion consumption almost doubled post-pandemic, with many consumers who did not previously use digital means adopting this option. It was possible to identify the factors that consumers value, such as lower prices, ease of finding and comparing products, and satisfactory shopping experiences on intuitive sites with good customer service. However, concerns about data security remain. Social networks also showed significant influence on purchases, with many consumers using them to discover trends and read reviews. In summary, the pandemic led to significant changes in shopping preferences, with consumers recognizing the advantages of fashion e-commerce over physical stores.
The main objective of this work is to investigate, through data analysis and research, the factors that justify the increase in the adoption of fashion e-commerce post-pandemic, in order to understand changes in consumer perception and behavior. Initially, a bibliographic survey was conducted to contextualize the development of fashion e-commerce. The behavior of e-commerce consumers in a post-pandemic scenario was also analyzed. Next, the main factors influencing the increase in online shopping frequency were investigated, discussing variables such as price, convenience of online shopping, e-commerce reputation, online shopping security, among others. Additionally, it was necessary to understand the importance of user experience and shopping experience, the influence of social networks on consumer behavior, and the challenges and opportunities for fashion e-commerce in the post-pandemic period, thus aiming for research on the current scenario and its variables. Subsequently, a quantitative survey was conducted to analyze consumer perception and behavior regarding fashion e-commerce. The questionnaire comprised 34 questions, including multiple-choice and essay questions. The research aimed to collect, process, and analyze the responses provided by the respondents, with the intention of enriching and correlating with the already conducted bibliographic research, as well as understanding the importance of different factors in consumers' purchasing decisions. The results showed that online fashion consumption almost doubled post-pandemic, with many consumers who did not previously use digital means adopting this option. It was possible to identify the factors that consumers value, such as lower prices, ease of finding and comparing products, and satisfactory shopping experiences on intuitive sites with good customer service. However, concerns about data security remain. Social networks also showed significant influence on purchases, with many consumers using them to discover trends and read reviews. In summary, the pandemic led to significant changes in shopping preferences, with consumers recognizing the advantages of fashion e-commerce over physical stores.