SÁ, T. N.; http://lattes.cnpq.br/3453058631461911; SÁ, Tiago Nascimento de.
Resumen:
Consumer buying habits have changed significantly following the coronavirus (COVID-19)
pandemic. As a result, virtual sales channels have become more relevant for customers and
companies. Migration to shopping in the online world has increased and it has become
important to understand the behavior and what influences consumer purchasing decisions in
virtual stores. The aim of this study is to comparatively analyze research on the factors that
influence the buying behavior of Brazilian online consumers. To reach it, a quantitative,
exploratory and descriptive approach was adopted, through the comparison of results of
selected samples of three researches already applied and consolidated. From the study, it was
verified that among the main factors that influence the consumer's purchase decision are the
price, including the promotions and discounts offered and the ease of access. With this, the
study helps to understand consumer behavior in online purchases, highlighting the importance
for companies to invest in digital marketing strategies, taking into account the main factors
that influence the purchase decision and that provide customers with a shopping experience
differentiated, with a focus on retaining customers and increasing sales.
