Comportamento de compra on-line: o que leva os consumidores de Macapá e Santana a decidir?

Abstract

The emergence of e-commerce has transformed the way people consume. In view of this, the aim of this study was to analyze the factors that influence the decision-making process of virtual consumers in Macapá and Santana, identifying the elements that motivate or discourage them in this process. The study adopted a mixed methodological approach using questionnaires and semi-structured interviews. The results showed that more than 50% of consumers shop online frequently, driven by convenience, price and variety of products. However, barriers such as high freight costs, long delivery times, caused mainly by the geographical isolation of Amapá, as well as challenges such as complex return policies and distrust of the credibility of online stores were identified as discouraging factors. These results will contribute to understanding consumer behavior, as well as to devising strategies to reduce the barriers to online shopping in regions where geographic isolation is present.