Comportamento do consumidor no comércio eletrônico: um estudo comparativo entre a teoria da ação racional e a teoria do pensamento inconsciente

Abstract

The expansion and growing complexity of business environments to virtual level in the form of e-commerce requires ongoing research to better understand consumer behavior in this environment, in particular the process of purchase decision. The objective of this research is to understand what makes the process more effective consumer decision this virtual environment. Be scanned as three factors: the influence of experience in virtual environments, the effectiveness of the information available in the stores and the rational aspects versus intuition. To support this goal is the analysis of the theoretical foundations about consumer behavior, e-commerce and two theories of human behavior, the Theory of Reasoned Action and the Unconscious Thought Theory applied specifically to consumer behavior. Quantitative research involving these consumers, subjected to factorial analysis, demonstrates the correlation between these concepts. Considered the theory and research with 287 students, the results suggest the prevalence of the concepts of the Theory of Reasoned Action, in particular with regard to the perception of ease of use or usability and perceived usefulness