Explorando os antecedentes da lealdade na perspectiva do consumidor varejista de e-commerce no Brasil
DOI:
https://doi.org/10.5585/remark.v22i1.17710Palavras-chave:
Lealdade, E-commerce, Comércio eletrônico, Varejo On-line, Compras On-lineResumo
Objetivo do estudo: O artigo apresenta um estudo exploratório de um modelo conceitual com o objetivo de identificar os principais fatores que antecedem a lealdade dos consumidores no varejo de e-commerce.
Metodologia do estudo: Especificamente, propomos que o efeito mediador serial múltiplo da confiança e comprometimento ajudam a responder a relação causal da qualidade no valor percebido. Além disso, atestamos o poder de moderação da confiança que modifica sistematicamente a forma dos relacionamentos com a variável critério. Os dados foram coletados de consumidores de varejo on-line com a aplicação de um survey junto as principais redes sociais. As análises empíricas foram realizadas usando uma regressão múltipla no SPSS e PROCESSv3.5.
Principais resultados: Os resultados analíticos mostram que o ambiente do e-commerce é muito sensível em nível de qualidade, valor percebido, satisfação e lealdade dos clientes. As variáveis de controle na moderação revelam que a percepção dos consumidores, como a experiência, está diretamente confrontada com a interface da empresa.
Contribuições teóricas/metodológicas: Para as compras de baixo valor no varejo do e-commerce, os consumidores estão mais propensos a assumir riscos do que na importância da qualidade percebida. Já produtos de maiores custos, os recursos percebidos pela interface têm um impacto direto na decisão de compra e na lealdade.
Relevância/originalidade: O artigo usa temas e conceitos para conceituar a lealdade do consumidor. Assim, o estudo inova ao investigar o efeito mediador e moderador na compreensão da lealdade no ambiente do e-commerce no Brasil contribuindo com os resultados da literatura internacional.
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