Perfil do consumidor em canais electrónicos e tradicionais - Análise comparativa entre um bem e um serviço

ANDREIA CAETANO

Key information

Authors:

ANDREIA CAETANO (ANDREIA CAETANO RODRIGUES)

Supervisors:

Ana Sofia Mascarenhas Proença Parente da Costa (Ana Sofia Mascarenhas Proença Parente da Costa)

Published in

November 7, 2011

Abstract

The main objective of this work consists in exploring the differences of the consumer profile based on demographic variables (gender, age and income earned) and in individual's personal characteristics (desire for control, the hedonic value, utilitarian value, risk aversion and uncertainty avoidance). These differences are explored for both the online and offline consumer of goods and of services. A questionnaire was developed and administered to a sample of consumers. The data collected were analysed with t-tests, logistic regressions and cluster analysis. From the results it was concluded that age and hedonic value have a significant negative influence, while gender, hedonic value and utilitarian value have a significant positive influence on online purchase of goods. For the online purchasing of services, age, risk aversion and hedonic value have a significant negative influence, while gender and uncertainty avoidance influence significantly and positively the choice of the electronic channel. The data analysis carried out also showed that a model explaining the online purchase of goods online should be include only personal variables. On the other hand, a model explaining the online purchase of services should include both demographic and personal variables. The cluster analysis performed shows the existence of two main groups whose main differences are based on being or not an online consumer of services and/or goods. Further, the clusters found out allow a characterization of different consumer profiles regarding online commerce. Implications and limitations were discussed.