Análise de fatores determinantes na decisão de compra online: reflexões sobre o impacto da pandemia no comportamento do consumidor brasileiro

Abstract

The virtual channels for sales have become increasingly relevant for customers and companies. In this regard, the global coronavirus pandemic (COVID-19) situation during the year 2020 has led to significant changes in consumption habits, in particular, the migration to shopping in the online world. Thus, it is important to understand the aspects that affect purchase decisions in virtual stores. The objective of this research was to verify the factors that influence Brazilian consumers' online purchasing decisions and to analyze the impacts of the pandemic on online shopping behavior. To achieve this, a quantitative approach was adopted, through the application of a survey. The results found concern to the behavior of the customers of virtual stores, as well as their expectations and perceptions. From the study, it was found that among the main factors in the purchase decision on the virtual channel are ‘trust in the store’ and ‘product/service quality’. Regarding the impacts of the pandemic, there was an increase in the frequency of purchases through the internet and some changes in consumer behavior. Therefore, this work adds to the literature findings on the most relevant factors in the online purchase decision of Brazilian consumers, as well as reflections on changes in online shopping behavior during the pandemic period. In addition, it provides insights to managers for strategic decisions related to the digital market, both for those who want to enter the online channel and for companies already present in the digital world that need to understand their audience to properly adapt their online strategy.