Comportamento de compra de livros online: estudo de fatores motivacionais

Abstract

The study of online consumer behavior is of great importance in understanding the factors that motivate their purchases and consequently what consumers want. With the expansion of the Internet and the emergence of e-commerce, it is taking place a gradual increase of online shopping. The emergence of mobile networks, where you can connect through cell phones, televisions, video games, among other electronic devices that facilitate access to the internet are increasing the range of possibilities that customers have to perform online. Therefore, this market of virtual stores is growing very fast and bringing many benefits for consumers on this new market. As the online sales sites have expenses lower than stores, one of the benefits that the online market provides to consumers is much lower price than those offered in stores. Thereby, this research analyses the behavior of online store´s consumer in order to find out motivational decisive factors at the books purchase through online stores. Aiming at discovering the behavior of website’s purchasers, a research was made it shows these consumers attach importance at price, but they attach more importance at other variables that was cited in the research, such as website’s security and credibility.