Estudo do comportamento do consumidor dos e-commerce’s de varejo de vizinhança

Abstract

Retail companies have adopted a variety of ways to serve their audience, innovating in the market and seeking a differential through technology. This work aims to identify and understand the factors that influence the behavior of consumers in relation to online neighborhood retail (e-commerce's), and to know the perspectives of these consumers when they use these services. This is a market that emerges at a time when people are more aware of new technologies and, therefore, understanding customer behavior is essential to apply strategies and undertake new opportunities in the market. To reach the objective, bibliographic research was used, consulting books, in periodicals. The field study was carried out through a form applied via Microsoft Forms with 104 randomly chosen respondents, focusing on raising opinions, difficulties and impediments encountered by consumers, in order to seek suggestions for improvements expressed by users. The survey results showed that consumers still prefer the face-to-face method more than the online one when shopping in neighborhood retailers, with speed and safety as the main factors that influence these preferences.