Relationship, Perceived Ease of Use, World of Mouth and Virtual Hospitality in Online Shopping: Validation of a Research Model

Abstract

Objective: To measure perceptions about the influence of ease of use, word of mouth and hospitality by buyers of online shopping sites.

Method: A model with three hypotheses was developed for the research. The test was performed through a survey using a structured questionnaire. The sample, of 805 people, was non-probabilistic, for convenience and composed of buyers of online sites, in the city of São Paulo. A confirmatory analysis was performed to identify the dependence between the four constructs of the model and the influence of the variables on the intention of online repurchase. The technique used was Structural Equation Modeling (SEM) using Smart PLS software.

Originality / Relevance: Despite the current importance of shopping on online sites, there are no studies that evaluate the influence of Hospitality in this process.

Results: It was verified that the factors, security, ease of purchase, offer of products and services, expectations met and recommendation, in online purchases directly influence the intention of repurchase. It was also found that freebies, rebates and tips did not influence online shoppers for repurchase.

Theoretical contributions: Validation of an instrument and research model that allowed to advance in the study of the theme of virtual hospitality that has been little explored in the academic area.

Management contributions: Mainly, an indication of the need for more attention from online shopping site managers to the importance users have shown in recognizing the hospitality and the positive moments created by the site.