A atitude e o comportamento masculino na compra de roupas online: um estudo da influência da confiança na marca

Abstract

This research is focused on analysis the attitude and behavior of the male consumer on the ecommerce clothing. The relevance of this search it is based on the growth of the electronic market and the need of organizations to comprehend about behavior consumer. The following objectives are established: investigate the atitude and behavior of the male consumer in relation to the eletronic commerce of clothing and the influence of the trust in the brand linked to the buying behavior. This study used as basis for theoretical reference, reading topics about attitude constructs attitude, behavior intentions and confidence and their proposed ranges by Hamari (2015) et al, Pizzol (2015) e Naef e Schupp (2009), complemented by studies of others searchers thorists. The methodology used a quantitative, descriptive method with a questionnaire answered online by159 male consumers. The results obtained show that online purchases represent convenience, and that the influence of brand trust in the purchasing decision, especially in relation to agility without deadline is a decisive factor of purchase.