E-commerce: uma análise do comportamento de compra dos estudantes de graduação da Universidade Federal da Fronteira Sul, campus Cerro Largo, durante a pandemia da Covid-19

Abstract

Given the Covid-19 pandemic that occurred in 2020 and 2021 and the restrictive measures imposed to contain its spread, as physical stores being closed and the adoption of e-commerce had a significant increase in Brazil, presenting changes in consumer behavior. Thus, the study aims to analyze the factors that influence the behavior of undergraduate students at the Federal University of Fronteira Sul, on the Cerro Largo-RS campus, in the process of purchasing products using e-commerce during the Covid pandemic period19. Thus, in methodological terms it is a descriptive research of quantitative nature, and for data collection the research method was used from the application of an online questionnaire, through Google Forms. The sample was created using non-probabilistic convenience sampling and had 209 participants. As a result, only the Promotion factor was found to have an influence on the online shopping behavior of undergraduate students at UFFS, campus Cerro Largo, during the pandemic. Regarding influencing factors, the Online Store factor is considered the factor with the greatest influence on online purchases during a Covid-19 pandemic, followed by the Trust and Convenience factor. These results can be used as parameters for the distribution of resources for the marketing area of the associations, taking into account the prioritization of factors that have the greatest influence on online purchasing behavior. Finally, to improve the discussion on the subject, it is necessary to carry out a survey in the post-pandemic period, in order to observe whether the possible will occur or if there is a new transformation in consumer behavior, comparing the different periods.