Browsing by Author "Morais, Ana Luísa Nogueira"
Now showing 1 - 1 of 1
Results Per Page
Sort Options
- Understanding the factors that are preventing online shopping from thriving in PortugalPublication . Morais, Ana Luísa Nogueira; Silva, Susana Cristina Lima da Costa e; Martins, Carla Sofia CarvalhoThe primary objective of this master thesis is to understand which factors have an impact on the opinion and behavior of the Portuguese population regarding online shopping. It aims to identify and understand which factors have a negative or a positive impact on the subject at hand. Regarding the identification of the relevant factors that affect online shopping, a research work was done over articles and other papers that mention the several aspects of online shopping, whether these studies were in Portugal or not, and whether these factors actually demonstrate an impact on the online shopping, and if so, how do these factors affect consumer behavior regarding online shopping. The identified factors are product risk, financial risk, convenience risk, non-delivery risk, convenience, price and advantages of the conventional mall. After listing the factors that have an impact on the online shopping mall, a questionnaire was exclusively carried out for the Portuguese population in order to evaluate the different factors in counterpart of the online shopping frequency of the respondents. With the answers collected from the questionnaire, the data were analyzed, showing a negative impact of the different risk factors (product risk, financial risk, non-delivery risk and convenience risk) and the advantages of conventional shopping malls, and a positive impact of the factor price and convenience factor in the frequency of online shopping. An analysis was also made of the same data obtained according to the demographic variables: age, gender and school education level, proving the differences in the impact that the demographic variables bring to the results obtained.