Quais fatores influenciam da intenção de compra de cosméticos on-line por mulheres
DOI:
https://doi.org/10.31994/rvs.v16i1.1031Palavras-chave:
Intenção de compra, consumo online, cosméticos, UTAUT 2Resumo
O mercado de cosméticos online tem se expandido significativamente no Brasil e no mundo, tornando essencial a compreensão dos fatores que influenciam a decisão de compra das consumidoras. Este estudo tem como objetivo identificar e analisar os aspectos que exercem uma influência direta e positiva na intenção de compra de cosméticos online por mulheres. Para isso, foi conduzida uma pesquisa quantitativa por meio de um survey online, que contou com 171 respondentes válidas. Os dados coletados foram analisados estatisticamente com o auxílio dos softwares SPSS e SmartPLS. Os resultados apontam que a motivação hedônica, a determinante situacional, a expectativa de esforço, a utilidade percebida e a identificação com o produto são os principais fatores que impactam essa decisão. A conclusão reforça que tanto aspectos emocionais quanto práticos desempenham um papel fundamental na intenção de compra, alinhando-se às evidências já presentes na literatura sobre o tema.
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