Estudo sobre os fatores que afetam a intenção de compras online

This study has as its general objective to define whether the factors virtual store, convenience, trust and promotion affect consumers’ purchase intention in online shopping. In previous studies held in other countries, except for promotion, the mentioned factors positively influenced on consumers’ purchase decision. Data were collected from a sample comprised by 704 respondents who have already made at least one purchase of products or services over the internet. As a methodological procedure, this is a descriptive and quantitative research, of which data were collected through a questionnaire that assessed the respondents’ online purchasing intention and their perception on the cited factors. Multiple linear regressions were used to test the hypothesis. The results of this research showed that the purchase intention of online consumers can be positively affected by the factors virtual store and promotion. Therefore, from the results presented, it is suggested that the understanding of factors that may affect the intention of purchase of online consumers in the dimensions of e‐commerce can help online retailers and researchers in the understanding and in explaining consumption behavior in virtual environments.