Comportamento do consumidor no e-commerce: antes e durante a pandemia da Covid-19

Abstract

Faced with the covid-19 pandemic and the restrictive measures imposed to contain its spread, physical stores ended up being closed and the adoption of e-commerce had a significant increase in Brazil, thus presenting changes in consumer behavior. Thus, the general objective of the study is to analyze the purchasing behavior of consumers in the State of Rio Grande do Sul in e-commerce before and during the Covid-19 pandemic. Thus, in methodological terms, this is a descriptive research of quantitative nature, and for data collection was used the survey method from the application of an online questionnaire, through Google Forms. The sample was selected by non-probabilistic convenience sampling and had 100 participants. According to the survey, the interviewees are mostly young people up to 25 years old, with a low salary range of up to two minimum wages, a high level of study, with incomplete higher education, access ing the internet through mobile phones. As for the factors that influence consumers to buy through e-commerce before and during the Covid-19 pandemic, the research showed that because of the price because it is more affordable, bring greater convenience, ease, and be available at any time. Consumer behavior is different after the arrival of the pandemic, is increasingly being influenced by promotional disclosure emails, the practicality, speed and price of products are driving factors for decision making in online shopping, and do not care so much about being careful when making purchases.