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Doctoral Thesis
DOI
https://doi.org/10.11606/T.12.2020.tde-21072020-120946
Document
Author
Full name
Mário Duarte dos Santos Machado
E-mail
Institute/School/College
Knowledge Area
Date of Defense
Published
São Paulo, 2020
Supervisor
Committee
Angelo, Claudio Felisoni de (President)
Amorim, Marlene Paula Castro
Bido, Diogenes de Souza
Fouto, Nuno Manoel Martins Dias
Title in Portuguese
Mobile shopping: o que move a intenção de compra do consumidor para o m-commerce
Keywords in Portuguese
Atitude positiva mobile
Estilo de vida mobile
Intenção de compra mobile
M-commerce
Varejo mobile
Abstract in Portuguese
A tese concentrou-se na intenção de compra online por meio de dispositivos móveis e teve por objetivo explorar e confirmar, a partir de um modelo, os construtos que poderiam explicar a variável dependente, intenção de compra online no canal mobile. Foi utilizada a técnica de modelagem de equações estruturais em mínimos quadrados parciais (PLS-SEM). Uma amostra com 625 respostas válidas, provenientes de diferentes regiões do país, foi obtida a partir de um questionário disponibilizado por e-mail e mídias sociais. Como resultados, numa perspectiva acadêmica, a tese traz, dentre outras contribuições: (a) a confirmação para o ambiente mobile commerce da validade do modelo proposto que tomou como base um modelo aplicado anteriormente ao ambiente e-commerce; (b) a confirmação de que os construtos: atitude positiva (efeito total ?=0,431); vantagem percebida (efeito total ?=0,384) e; compatibilidade com os valores (efeito total ?=0,279) contribuíram significativamente para explicar a variável dependente intenção de compra no m-commerce (R²=62,4%); (c) a constatação de que, para o ambiente mobile, o construto vantagem percebida é um forte preditor dos construtos, atitude positiva (efeito total ?=0,536) e credibilidade (efeito direto ?=0,630). Numa perspectiva gerencial, a constatação de que o construto vantagem percebida é o preditor mais importante, considerando-se o ambiente mobile, pode contribuir para a adoção de estratégias de marketing que permitam elevar as taxas de aceitação do m-commerce. Do ponto de vista do consumidor que teve sua literacia digital desenvolvida ao longo de anos de interação em ambientes online, o que tem permitido apropriar-se rapidamente dos benefícios da tecnologia mobile, os resultados indicam que cabe ao varejista ampliar fatores de credibilidade nos processos e transações no canal mobile, promover para diferentes estilos de vida, valores compatíveis relacionados às compras no m-commerce, oferecer vantagens percebidas inovadoras ao longo da jornada de compra, sempre com o objetivo de fortalecer a atitude positiva do consumidor e, assim, estimular sua intenção de compra online por meio de smartphones ou tablets em busca das melhores experiências de compra mobile.
Title in English
Mobile shopping: what moves the consumer purchase intention to the m-commerce
Keywords in English
M-commerce
Mobile lifestyle
Mobile positive attitude
Mobile purchase intention
Mobile retail
Abstract in English
The thesis focused on the intention to purchase online using mobile devices and aimed at exploring and confirming, based on a model, the constructs that could explain the dependent variable online purchase intention on the mobile channel. The technique of structural equations modeling in partial least squares (PLS-SEM) was used in the development. A sample with 625 valid responses, coming from different regions of the country, was obtained from a questionnaire made available by e-mail and social media. As a result, from an academic perspective, the thesis brings, among other contributions: (a) confirmation to the mobile commerce environment of the validity of the proposed model that was based on a model previously applied to the e-commerce environment; (b) confirmation that the constructs: positive attitude (total effect ? = 0.431); perceived advantage (total effect ? = 0.384) and; compatibility with the values (total effect ? = 0.279) contributed significantly to explain the dependent variable purchase intention on the m-commerce (R² = 62.4%); (c) the finding that, for the mobile environment, the perceived advantage construct is a strong predictor of the constructs, positive attitude (total effect ? = 0.536) and credibility (direct effect ? = 0.630). From a managerial perspective, the finding that the perceived advantage construct is the most important predictor, considering the mobile environment, can contribute to the adoption of marketing strategies that allow increasing the acceptance rates to adopt the m-commerce. From the point of view of consumers who have had their digital literacy developed over the years in the online environment, which has allowed them to quickly take advantage of the mobile technology benefits, the results indicate that it is up to the retailer to expand credibity factors in the processes and transactions in the mobile channel, promote compatible values related to m-commmerce purchases for different lifestyles, offer innovative perceived advantages throughout the purchase journey, always with the objective of strengthening the positive attitude of the consumer and, thus, stimulating their intention to purchase online through smartphones or tablets in search of the best mobile shopping experiences
 
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Publishing Date
2020-08-21
 
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