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RELAÇÃO ENTRE CONFIANÇA E IMPULSIVIDADE NA COMPRA ONLINE
Resumo
O movimento de compra pela internet deixou de ser uma tendência para virar uma realidade hoje enraizada na cultura do brasileiro. Entretanto, as empresas ainda combatem a desconfiança de alguns compradores resistentes aos novos hábitos. De natureza quantitativa, esta pesquisa objetiva preencher uma lacuna identificada na literatura especializada e inferir a existência de correlação entre confiança na compra online, consumo impulsivo e variáveis sociodemográficas. Os dados foram coletados através da aplicação de 358 questionários na modalidade digital, utilizando escalas de confiança no e-commerce e impulsividade na compra dos clientes e consumidores, além do perfil sociodemográfico da amostra, e uma taxa de 96,9% de respostas válidas foi alcançada. Os resultados mostraram a existência de evidências significativas na correlação entre confiança na compra online e a impulsividade no consumo. Além disso, apresentaram diferenças expressivas entre essas variáveis e as características sociodemográficas de estado civil e idade.
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