FATORES QUE INFLUENCIAM OS COMPRADORES ON-LINE A CONFIAREM NO SITE

Autores

  • Alex Eckert Universidade de Caxias do Sul - UCS http://orcid.org/0000-0002-8704-9549
  • Gabriel Sperandio Milan Universidade do Vale do Rio dos Sinos - UNISINOS
  • Gobinda Roy International Management Institute - IMI KOLKATA

DOI:

https://doi.org/10.19177/reen.v13e12020169-189

Palavras-chave:

E-commerce, Confiança, Qualidade do Site, Privacidade, Segurança.

Resumo

O presente estudo teve como objetivo analisar as relações entre a qualidade das informações, a privacidade e a segurança, bem como sua influência na confiança depositada no site de compras on-line, entre consumidores. Para atingir este objetivo, elaborou-se um modelo teórico, seguido de uma survey com uma amostra composta consumidores que já realizaram compras on-line, sendo os dados testados estatisticamente através da Modelagem de Equações Estruturais (MEE). Os resultados demonstram que a qualidade das informações do site e a privacidade percebida afetam positivamente tanto a segurança percebida, além de também impactarem positivamente na confiança depositada no site.

Biografia do Autor

Alex Eckert, Universidade de Caxias do Sul - UCS

Doutor em Administração - PUCRS

 

Gabriel Sperandio Milan, Universidade do Vale do Rio dos Sinos - UNISINOS

Doutor em Engenharia da Produção - UFRGS

Gobinda Roy, International Management Institute - IMI KOLKATA

Doutor em Marketing - VGSOM IIT KHARAGPUR

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2020-07-07

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Artigos Científicos