Comércio eletrônico: a satisfação do consumidor na compra online

Abstract

The expansion of e-commerce has required many companies to develop new strategies to win new customers and to retain existing ones. In this way, the satisfaction of e-commerce users has become a determining factor for the success of companies in this sector. The present study analyzed how consumers evaluate e- commerce service in Brazil. This is a quantitative and descriptive approach. The method of data collection applied is the survey from a questionnaire applied in online medium in the month of September 2017, which obtained 131 respondents. According to the research, the interviewees are mostly young, with low salary range, high degree of study, access the internet daily and mainly, through the cell phone. The main motivating factor and buying advantage is the price and the biggest disadvantage is the lack of contact with the product. It is noticed that more and more consumers feel comfortable buying in electronic commerce. Regarding satisfaction or not in purchases, the satisfaction indexes are quite high, but did not reach the maximum satisfaction in any of the items surveyed.