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Publication
Experiência de compra online: O caso da Zara
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Abstract(s)
O surgimento do e-commerce e o crescimento do consumo de moda online têm vindo a colocar novos desafios às marcas e empresas e a mudar o comportamento dos consumidores. O propósito desta investigação é avaliar a experiência de compra online na Zara, uma rede de lojas de roupa e acessórios de moda para o público feminino, masculino e infantil, sediada em Espanha. Pretende-se analisar as perceções e a opinião
dos consumidores no que concerne: à qualidade percebida do site da marca; à influência social e recomendação; à expetativa de desempenho; à confiança; à satisfação e à lealdade à marca. O método de investigação baseia-se na recolha de dados, tendo por base um questionário aplicado a 293 indivíduos, com 18 anos ou mais, que já realizaram pelo menos uma encomenda no site da Zara. Através dos resultados obtidos, verifica-se que tanto a qualidade percebida do site como a influência social e recomendação têm um
efeito positivo na expetativa de desempenho. Constata-se, ainda, que a expetativa de desempenho tem um efeito fortemente positivo na satisfação e na confiança dos consumidores. Comprova-se, também, que a satisfação tem um impacto positivo tanto na confiança como na lealdade do consumidor. Por outro lado, conclui-se que a expetativa de desempenho e a confiança não têm qualquer impacto na lealdade e que a confiança não medeia a relação entre a satisfação e a lealdade dos consumidores. Este estudo contribui para uma melhor compreensão sobre as características e os aspetos mais valorizados pelos consumidores no ato de compra online. Fornece igualmente recomendações importantes para alterações ou melhorias a implementar, não só por parte da Zara online, mas também por outras marcas que operam de modo semelhante, de modo a explorarem, criarem e entregarem maior valor aos consumidores, satisfazendo as
necessidades do mercado e gerando relacionamentos lucrativos para ambas as partes.
ABSTRACT: The emergence of e-commerce and the growth of online fashion consumption have been posing new challenges to brands and companies and changing consumer behavior. The purpose of this investigation is to evaluate the online shopping experience at Zara, a chain of fashion clothing and accessories stores for women, men and children, based in Spain. The aim is to analyze consumers' perceptions and opinions regarding: the perceived quality of the brand's website; social influence and recommendation; performance expectations; the confidence; satisfaction and brand loyalty. The research method is based on data collection, based on a questionnaire applied to 293 individuals, aged 18 or over, who have already placed at least one order on the Zara website. Through the results obtained, it appears that both the perceived quality of the site and the social influence and recommendation have a positive effect on performance expectations. It can also be seen that performance expectations have a strongly positive effect on consumer satisfaction and confidence. It is also proven that satisfaction has a positive impact on both consumer trust and loyalty. On the other hand, it is concluded that performance expectation and trust do not have any impact on loyalty and that trust does not mediate the relationship between customer satisfaction and loyalty. This study contributes to a better understanding of the characteristics and aspects most valued by consumers when shopping online. It also provides important recommendations for changes or improvements to be implemented, not only by Zara online, but also by other brands that operate in a similar way, in order to explore, create and deliver greater value to consumers, satisfying market needs and generating profitable relationships for both parties.
ABSTRACT: The emergence of e-commerce and the growth of online fashion consumption have been posing new challenges to brands and companies and changing consumer behavior. The purpose of this investigation is to evaluate the online shopping experience at Zara, a chain of fashion clothing and accessories stores for women, men and children, based in Spain. The aim is to analyze consumers' perceptions and opinions regarding: the perceived quality of the brand's website; social influence and recommendation; performance expectations; the confidence; satisfaction and brand loyalty. The research method is based on data collection, based on a questionnaire applied to 293 individuals, aged 18 or over, who have already placed at least one order on the Zara website. Through the results obtained, it appears that both the perceived quality of the site and the social influence and recommendation have a positive effect on performance expectations. It can also be seen that performance expectations have a strongly positive effect on consumer satisfaction and confidence. It is also proven that satisfaction has a positive impact on both consumer trust and loyalty. On the other hand, it is concluded that performance expectation and trust do not have any impact on loyalty and that trust does not mediate the relationship between customer satisfaction and loyalty. This study contributes to a better understanding of the characteristics and aspects most valued by consumers when shopping online. It also provides important recommendations for changes or improvements to be implemented, not only by Zara online, but also by other brands that operate in a similar way, in order to explore, create and deliver greater value to consumers, satisfying market needs and generating profitable relationships for both parties.
Description
Dissertação de Mestrado, Ciências Económicas e Empresariais, 24 de novembro de 2023, Universidade dos Açores.
Keywords
Moda Consumo Consumer Satisfaction Loyalty
Citation
Nunes, Sara Maria Pereira da Silva. (2023). "Experiência de compra online: O caso da Zara". 69 p. (Dissertação de Mestrado em Ciências Económicas e Empresariais). Ponta Delgada: Universidade dos Açores, 2023. Disponível em http://hdl.handle.net/10400.3/7045