E-Commerce: O papel principal da confiança

• Luísa Augusto ^[2] ; Sara Santos ^[2] ; Pedro Manuel do Espírito Santo ^[1]
  1. [1] Instituto Politécnico de Coimbra

     Instituto Politécnico de Coimbra

     Coimbra (Sé Nova), Portugal

     
  2. [2] Instituto Politécnico Viseu, ESEV, Viseu, Portugal
• Localización: RISTI: Revista Ibérica de Sistemas e Tecnologias de Informação, ISSN-e 1646-9895, Nº. Extra 34, 2020, págs. 557-570
• Idioma: portugués
• Títulos paralelos:
  • E-Commerce: The main role of trust
• Enlaces
  • Texto completo (pdf)
• Dialnet Métricas: 1 Cita
• Resumen
  • English

    Relationships between consumers and online stores are now different from the past, and online loyalty is now based on public relations, on existing communication and on trust between stakeholders in the relationship. This way, due to the profitability that loyal consumers generate for brands, in particular, for brands with online businesses, loyalty should be an objective in their strategy. Thus, this work has as objective the study of loyalty. In this sense, we seek to study the effects of brand communication, website responsibility and trust in online loyalty.

    The empirical study carried out, which is based on a sample of 250 respondents, to test the causal relationships between variations in the study and modeling through variable equations. The results obtained conclude that brand communication and online shop responsibility are determinants of online tr

  • português

    As relações entre consumidor e lojas online são hoje diferentes do passado e a lealdade online é atualmente, baseada nas relações públicas, na comunicação e na confiança entre os intervenientes na relação. Deste modo, pela rentabilidade que os consumidores leais geram para as marcas, em específico, para as marcas com negócios online, a lealdade deve ser um objetivo presente na sua estratégia. Assim, este trabalho tem como objetivo o estudo da lealdade. Neste sentido, procurámos estudar os efeitos da comunicação das marcas, da responsabilidade do website e da confiança na lealdade online. O estudo empírico realizado, que se baseou numa amostra de 250 observações, visou testar as relações causais entre as variáveis em estudo através da modelação através de equações estruturais. Os resultados obtidos permitem concluir que a comunicação das marcas e a responsabilidade da loja online são determinantes da confiança online e é através da confiança online que o nosso estudo sugere que a lealdade online é construída.

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