Repurchase intent online and its determinants: a Brazilian perspective/ Intencao de recompra on-line e seus determinantes: uma perspectiva brasileira/ Intencion de recompra en linea y sus determinantes: una perspectiva brasilena

• Published in: Gestao & Tecnologia 2016-05, Vol.16 (2), p.199
• Main Authors: Barrichello, Alcides, Morano, Rogerio Scabim, Rivera, Jorge Ramon D'Acosta, Jacomossi, Rafael Ricardo
• Format: Article
• Language: Portuguese
• ISSN: 2176-2430

There has been increased the number of academic publications that depict the online shopping characteristics based on attributes of confidence and attitude, with greater proliferation of these studies in developed countries. In geographical contexts such as Latin America, research in this direction have been developed, mainly anchored on growth by which e-commerce has experienced in recent years. The objective of this research is to verify by means of multivariate data analysis the relationship between the constructs: perceived risk, trust in certifying companies, confidence in the supplier, the propensity to trust, the cultural environment of trust that surrounds these consumers purchase intent and buying behavior. For this study was carried out with application of quantitative research on 259 respondents took a similar study conducted based in Chile. As a theoretical contribution, it was found that the six hypotheses tested in the original study, only four were confirmed in Brazil, pointing to the fact that confidence attributes and the cultural environment is not positively associated to the on-line repurchase behavior, suggesting that Brazilian online buyer trust in the family, but do not trust the institutions. Key words: Trust attributes; on-line purchase risk; on-line buying behavior. E crescente o numero de publicacoes academicas que retratam as particularidades de compras on-line com base em atributos de confianca e atitude, havendo uma maior proliferacao destes estudos em paises desenvolvidos. Em contextos geograficos como os da America Latina, pesquisas nessa direcao vem sendo desenvolvidas, sobretudo ancoradas no crescimento pelo qual o comercio eletronico vem passando nos ultimos anos. Assim, o objetivo desta pesquisa e o de verificar, por meio de analise multivariada de dados, as relacoes entre os construtos: risco percebido, a confianca em empresas certificadoras, a confianca no fornecedor, a propensao em confiar, o ambiente cultural de confianca que cerca esses consumidores, a intencao de compra e a atitude de compra. Para tanto, foi realizado estudo com aplicacao de pesquisa quantitativa em 259 respondentes, tomando por base estudo semelhante realizado no Chile. Como contribuicao teorica, verificou-se que, das seis hipoteses testadas no estudo original, apenas quatro se confirmaram no Brasil, apontando para o fato de que atributos de confianca e o ambiente cultural nao se associam positivamente ao comportamento de recompra on-line, sugerin