O Papel de Conveniência e da Norma Subjetiva na Intenção de Compra por Meio da Internet (B2C): uma Aplicação na Indústria Hoteleira Outros Idiomas

ID:
6630
Resumo:
Com o objetivo de investigar os fatores que incidem na aceitação  pelo consumidor final de um novo canal de distribuição, o presente artigo avalia a importância da conveniência, da norma subjetiva, da utilidade e da facilidade de uso percebida na intenção da compra on-line por parte do consumidor. O estudo dessas variáveis é realizado no contexto dos fundamentos dos Modelos de Aceitação de Tecnologia - TAM e da Teoria do Comportamento Planejado, cuja base teórica é a Teoria da Ação Racional, a partir de um modelo de relações causais. Para alcançar tal objetivo foi realizada, na Espanha, uma pesquisa on-line com internautas, durante os meses de dezembro de 2007 a janeiro de 2008. O tamanho da amostra foi de 190 internautas. Para testar o modelo causal proposto pela pesquisa foi utilizado o método PLS, especialmente adequado para trabalhar com escalas formativas e para pesquisas de campo por TAM. Os resultados obtidos revelaram que conveniência constitui a influência mais importante sobre o uso da internet como canal de compra, bem como um dos fatores mais importantes que, somados às normas subjetivas, determinam as intenções de compra pela Internet. Esses resultados são coerentes com os encontrados em trabalhos realizados anteriormente em destacada literatura, revelando como a conveniência é o principal fator de motivação para as compras on-line. A partir destes dados foi possível propor diversas recomendações para melhorar a gestão comercial on-line para empresas do setor.
Citação ABNT:
YUSTA, A. I.; RUIZ, M. P. M.; ZARCO, A. I. J. El Papel De la Conveniencia Y De la Norma Subjetiva en la Intención De Compra por Internet (B2C): Una Aplicación en la Industria Hotelera. Revista Brasileira de Gestão de Negócios, v. 13, n. 39, p. 137-158, 2011.
Citação APA:
Yusta, A. I., Ruiz, M. P. M., & Zarco, A. I. J. (2011). El Papel De la Conveniencia Y De la Norma Subjetiva en la Intención De Compra por Internet (B2C): Una Aplicación en la Industria Hotelera. Revista Brasileira de Gestão de Negócios, 13(39), 137-158.
Link Permanente:
http://www.spell.org.br/documentos/ver/6630/o-papel-de-conveniencia-e-da-norma-subjetiva-na-intencao-de-compra-por-meio-da-internet--b2c---uma-aplicacao-na-industria-hoteleira/i/pt-br
Tipo de documento:
Artigo
Idioma:
Espanhol
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