Comportamento do e-consumidor.

Abstract

The information technology and especially the internet are transforming and causing major impacts on organizations and individuals daily lives. This new relationship between company and consumer provided by the online environment, specifically by electronic commerce, has become more complex. With the emergence of social media and e-commerce, consumers are no longer passive in the face of advertising campaigns and other marketing communications. Therefore, companies need to understand the behavior of this new consumer to act more effectively and efficiently in the market. Therefore, this study aimed to analyze the buying behavior of consumers under the perspectives of Planned Behavior Theory (PBT) and Technology Acceptance Model (TAM), taking into account certain stages of the Consumer Decision Process (CDP). The method used was exploratory and descriptive. The unit of analysis was e-consumers from sixteen years-old. The research was conducted with convenience sampling, obtaining 250 respondents. To collect data we used the electronic questionnaire. The results showed that there is consumer preference for the internet in CDP stages of the pre-purchase and purchase. It was also noticed that PBT linked with TAM contribute significantly to understanding e-consumer buying behavior. In general, considering the complexity of this behavior in the virtual environment, the use of these models alone is not sufficient for a more complete understanding of the e-consumer.