CANUTO, K. J.; CANUTO, Kennedy Jorge.
Abstract:
This article analyzes the role of social commerce in consumer behavior intentions. Based on readings on consumer behavior in the online environment, especially collective buying sites, a quantitative research of a descriptive character was carried out. The survey method was adopted as the research methodology. The data were collected from the target audience (consumers who made purchases on collective buying sites in the last three months), with a sample of 210 online questionnaires. To perform data analysis, tests of normality of distributions and validation of scales were applied (Exploratory Factor Analysis and Cronbach's Alpha coefficient), descriptive statistics (mean, median and standard deviation) and inferential statistics (regression and correlation). The results show that all the study variables are related, that the hypotheses were supported and that the proposed analysis model is adequate, in addition to having significant indices that confirm that there is perceived similarity, since all the correlations involved in the study were positive and proved to be statistically significant. Thus, it was observed through the study that social presence, comments and familiarity influence consumers to have confidence, since people feel more confident when evaluating comments in an online environment, which leads consumers to have intentions purchasing and decision making. The study carries contributions to organizations, e-commerce sites, managers and academics by highlighting the importance of social-commerce in consumer behavior intentions, especially to collective shopping sites.
