Comportamento do consumidor em compras online : análise dos principais fatores que influenciam na decisão de compra.

Abstract

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.