Confiança em compras on-line: um estudo comparativo entre Brasil e Portugal

Marcelo Curth; Winnie Ng Picoto; Alexandre dos Santos Garcia; Ana Filipa Gualberto Neto

doi:10.5585/remark.v19i2.15566

Authors

Marcelo Curth Universidade Feevale.
Winnie Ng Picoto ISEG - Lisbon School of Economics & Management
Alexandre dos Santos Garcia Faculdade Cesuca
Ana Filipa Gualberto Neto ISEG - Lisbon School of Economics & Management

DOI:

https://doi.org/10.5585/remark.v19i2.15566

Keywords:

Trust, Loyalty, Word of mouth, Online shopping

Abstract

Objective: This paper aims to analyze and compare the relationships between the dimensions of trust (internet, provider and third parties), their antecedents (quality of the website and satisfaction) and consequences (loyalty and word of mouth) in Brazil and Portugal in the online environment.

Methodology: A survey was conducted with users who bought electronic products over the internet in both countries, totaling 486 respondents. The statistical technique used was Structural Equation Modeling (SEM) through which the conceptual model was tested.

Originality/Relevance: The increase in sales on a global scale suggests that it must be understood how trust can be an influence in different moments during the purchasing process, as it is a gap both in academic and managerial terms.

Results: The quality of the website influences the different dimensions of trust while satisfaction most influences trust in the supplier and third parties and it is the one that most influences loyalty. In addition, trust in the supplier’s website was found to influence loyalty in both countries and word of mouth in Brazil. It was also observed that trust in third parties and loyalty has a more significant impact on word of mouth in Brazil than in Portugal.

Theoretical/methodological contributions: The theoretical contributions associate the use of antecedents and the consequences of trust in online shopping.

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Author Biographies

Marcelo Curth, Universidade Feevale.

Possui doutorado em administração pela Universidade do Vale do Rio dos Sinos – UNISINOS, mestrado pela Universidade Católica do Rio Grande do Sul – PUC-RS, Pós-Graduado em Administração e Marketing pela Universidade Gama Filho e Pós-Graduado em Educação pela Faculdade SENAC-RS, graduação em Educação Física pela Universidade Luterana do Brasil - ULBRA e graduando em Administração pela UNISINOS. Atualmente é docente em nível de graduação e pós-graduação nas áreas de marketing e educação física. Os temas de interesse de pesquisa são comportamento do consumidor e marketing de relacionamento. Sócio proprietário da Plation – Estratégias Comerciais, realizando consultorias de marketing em micro e pequenas empresas.

Winnie Ng Picoto, ISEG - Lisbon School of Economics & Management

Doutorada em Gestão, Universidade Técnica de Lisboa, Portugal. É professora Associada da ISEG na área de Sistemas de Informação e Gestão de Operações.

Alexandre dos Santos Garcia, Faculdade Cesuca

Sou mestre em Administração pela Unisinos, especialista em Gestão Empresarial pelo Cesuca Faculdade Inedi e graduado em Comunicação Social Habilitação Relações Públicas pela Unisinos. Sou professor titular no CESUCA Faculdade Inedi, desde 2008 nos cursos de Administração, Ciências Contábeis, Tecnológico em Comércio Exterior e Engenharia da Produção e Tecnológico em Processo Gerenciais -EaD. e Tutor EaD da Faculdade Cesuca. Sou professor no Colégio Inedi, desde 2018, ministro a disciplina de Empreendedorismo, no ensino fundamental do 6º ao 9º ano e no ensino médio do 1º ao 3º ano. Atuei na equipe de marketing, com foco nas relações institucionais com empresas e escolas de 2015 a 2017. Sou professor convidado no Pós-Graduação em Gestão da Saúde na Faculdade São Leopoldo Mandic, desde 2016. Atuei como coordenador da Talentus Empresa Júnior Cesuca, de 2009 a 2015, coordenador da central de estágios, coordenador dos cursos de extensão em In Company do CESUCA Faculdade Inedi e professor convidado na Microlins, nos Cursos de Vendas e Marketing no Varejo, Atendimento a Clientes e Operador de Telemarketing. Tenho experiência de 22 anos, na área comercial, no varejo, turismo e na área do ensino. Fui sócio-diretor da Atitude 3 Desenvolvimento em Gestão até 2016, ministro cursos e palestras em empresas.

Ana Filipa Gualberto Neto, ISEG - Lisbon School of Economics & Management

Possui mestrado em Gestão de Sistemas de Informação pela ISEG.

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