Percepções e atitudes de clientes em relação ao uso de rede social e site para compras e atendimento.

Abstract

The present article had as objective analyze the perception and client’s attitude about using social network and site for service and purchase at the HJOTA Calçados online store, in the retail segment, in the city of Campina GrandePB. From the literature review involving the theme of technology acceptance for online store service, it was used the technological acceptance model (TAM), was realized a study of quantitative approach with descriptive character. The method adopted involved application of the Survey online to the target audience of the store's customers obtaining a sample of 129 answers. With an analysis that involved correlation, descriptive and inferential statistics. The results evidenced that all variables have a positive correlation, with a greater emphasis on the perceived utility of use and the ease of use, where they obtained a higher rate than the others. The article contributed to the understanding and perception of customers regarding the use of technologies, in this case, the use of the website to make purchases in the online store.