A influência da imagem de País origem na lealdade conativa em e-commerce cross- border
DOI:
https://doi.org/10.5585/remark.v23i2.24811Palabras clave:
País de origem; Cross-border; E-commerceResumen
Objetivo do estudo: O objetivo desse artigo foi investigar a influência de imagem de país de origem e de marca sobre a confiança, satisfação e lealdade conativa em e-commerces cross-border.
Metodologia: Como metodologia foi disponibilizado um formulário online, para brasileiros consumidores de e-commerces da China. Com uma amostra de 388 respondentes a análise dos dados deu-se via modelagem por equação estrutural utilizando o software R.
Principais Resultados: Os principais resultados foram que o país de Origem, Imagem de Marca, Confiança e Satisfação podem influenciar no comportamento de compra. Confiança e satisfação influenciam lealdade conativa. A lealdade conativa, que consiste no processo de recompra, entretanto, sofre influência de confiança e satisfação, o que reforça a necessidade de uma boa experiência de compra a fim de aumentar a base de clientes leais. Para além disso, o fator sinceridade se mostrou bastante influente em confiança, reforçando a necessidade de transparência da comunicação da marca com o consumidor.
Contribuições teóricas/metodológicas: Esse estudo teve como contribuição teórica com base na amostra estudada que o consumidor brasileiro que já fez pelo menos uma compra por meio de e-commerce chineses, não está suscetível ao efeito país de origem, visto que a imagem do país de origem e das marcas não possuem influência entre si ou sobre a confiança, sendo essa menos uma barreira para a confiança.
Relevância: Como relevância para a amostra aqui estudada não existe relação significativa entre os fatores imagem de país de origem e confiança.
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