ANÁLISE MULTICRITÉRIO DO PROCESSO HIERÁRQUICO ANALÍTICO PARA A CLASSIFICAÇÃO DE ATRIBUTOS DO COMÉRCIO SOCIAL

Natália Munari Pagan, Karina Munari PAGAN

Abstract


Esta pesquisa tem como objetivo classificar por meio do método multicritério do processo hierárquico analítico, os atributos que são mais relevantes para o consumidor escolher sites do comércio social. Os atributos mais importantes foram: preço do produto, facilidade de uso e layout, privacidade e segurança, imagem da marca do site, produtos ofertados, informações disponíveis no site, atendimento ao consumidor e satisfação com a compra. Estes resultados podem auxiliar os gestores no processo de tomada de decisão em relação a estratégias de marketing a serem adotadas e contribuem para a literatura ao apresentar um resultado que ainda não tinha sido investigado.


Keywords


Comércio social; Tomada de Decisão; Método multicritério; AHP.

References


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