Como os valores de consumo influenciam a intenção de compra online entre os que deixam a escola na Malásia?

• Autores: T. Ramayah, Syed Abidur Rahman, Ng Ching Ling
• Localización: RBGN: Revista Brasileira de Gestão de Negócios, ISSN 1806-4892, Vol. 20, Nº. 4, 2018, págs. 638-654
• Idioma: portugués
• DOI: 10.7819/rbgn.v0i0.3139
• Títulos paralelos:
  • How do Consumption Values Influence Online Purchase Intention among School Leavers in Malaysia?
• Enlaces
  • Texto completo  1    2  
• Dialnet Métricas: 3 Citas
• Resumen
  • português

    Objetivo – O objetivo deste estudo é revelar os valores significativos de consumo dos consumidores que os direcionam para compras online. O estudo conceituou e analisou um modelo de valor de consumo como indicador da intenção de comprar online no contexto de alunos que deixam a escola na Malásia e estão familiarizados com a internet.

    Metodologia – Para atingir seu objetivo, este estudo realizou uma pesquisa empírica utilizando um questionário estruturado enviado aos potenciais entrevistados. Além disso, os dados foram analisados utilizando a técnica de modelagem de equações estruturais.

    Resultados – O resultado do estudo indica que os valores funcionais e emocionais têm uma forte relação com e preveem a intenção de compra online. Valores sociais, epistêmicos e condicionais, no entanto, não preveem intenções de compra online.

    Contribuições – O resultado aumentará a compreensão dos proprietários e gestores de empresas de comércio eletrônico e os ajudará a formular suas estratégias de negócios para reter e atrair usuários. Além disso, o estudo também permitirá que os atores do comércio eletrônico ofereçam produtos/serviços aos consumidores para melhorar as atividades desse tipo de comércio

  • English

    Purpose – The purpose of this study is to reveal the significant consumption values of consumers that drive them towards online purchasing. The study conceptualised and analysed a consumption value model as a predictor for intention to purchase online in the context of Malaysian school leavers familiar with the internet.

    Design/methodology/approach – In order to achieve its aim, this study carried out empirical research using a structured questionnaire sent to the potential respondents. In addition, the data were analysed using the structural equation modelling technique.

    Findings – The result of the study indicates that functional and emotional values have a strong relationship and predict online purchasing intention. However, social, epistemic, and conditional values do not predict intentions to purchase online.

    Originality/value – The result will increase the understanding of owners and managers of e-commerce businesses and help them to formulate their business strategies in order to retain users and attract new ones. Furthermore, the study will also enable e-commerce stakeholders to offer products/services to consumers in order to enhance e-commerce activities.

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