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Advisor(s)
Abstract(s)
Nos dias de hoje, a Internet e as tecnologias são imprescindíveis ao ser humano, assistindo-se, consequentemente, ao crescimento do número de plataformas e-commerce, bem como ao desenvolvimento e aprimoramento deste recurso. No entanto, e apesar da expressiva utilização das tecnologias, subsiste ainda uma significativa falta de confiança nas referidas plataformas de compra online, resultante da ausência da segurança necessária, particularmente no que concerne aos produtos de moda, já que os artigos em apreço suscitam, também, uma maior necessidade de toque do produto físico. Destarte, e tendo em conta a escassez de informação sobre o assunto, o presente estudo visa a identificação dos mais significativos constrangimentos e das maiores dificuldades das plataformas online, bem como a forma possível de os ultrapassar. No sentido de consubstanciar os objetivos descritos, realizou-se o estudo de caso da empresa Marques Soares, resultante da comparação das diferenças e dos resultados alcançados com o website anterior e o atual (lançado em 2019), pela empresa suprarreferida. O investigador concluiu que, para aumentar o número de vendas online das plataforma online, no setor do retalho de moda, é necessário, por um lado, melhorar a confiança do consumidor através da redução do need for touch e, por outro, fortalecer a segurança, o que é alcançado através da melhoria da experiência do consumidor. Objetivando a redução do need for touch foram destacados três grandes fatores. Assim, a existência de uma adequada e pertinente: descrição visual; descrição material e inclusão de fotografia do produto. Por sua vez, e no que à segurança diz respeito, o investigador comprovou que as características do vendedor e a qualidade da infraestrutura inerentes ao website têm impacto ao exponenciar a respetiva segurança.
Nowadays the Internet and technology are essential to the human being, in consequence a growth of e-commerce platforms is observed, as well as the development and improvement of this resource. However, despite the significant use of technology, there is still a noteworthy lack of confidence in those online platforms due to the absence of the necessary safety, particularly concerning fashion products, as the articles in question also require a greater need for touch of the physical product. Thus, and taking into account the scarcity of information on the subject, this study aims to identify the most important constraints and major difficulties of online platforms, as well as a possible way to overcome them. In order to substantiate the objectives described, it was carried out a case study of the company Marques Soares, resulting from the comparison of the differences and the outcomes achieved with the previous website and the current one (released in 2019), by the mentioned enterprise. The investigator has concluded that to increase the number of online sales of online platforms in the retail fashion industry, it is necessary, on one hand, to improve the consumer confidence by reducing the need for touch and, on the other, to strengthen the security, which is achieved by improving the consumer experience. Aiming to decrease the need for touch were highlighted three major factors. Accordingly, the existence of adequate and relevant: visual description; material description and the inclusion of the product photography. In turn, and in what safety concerns, the investigator demonstrated that the seller characteristics and the inherent quality of the website infrastructure have impact by adding full potential to the respective security.
Nowadays the Internet and technology are essential to the human being, in consequence a growth of e-commerce platforms is observed, as well as the development and improvement of this resource. However, despite the significant use of technology, there is still a noteworthy lack of confidence in those online platforms due to the absence of the necessary safety, particularly concerning fashion products, as the articles in question also require a greater need for touch of the physical product. Thus, and taking into account the scarcity of information on the subject, this study aims to identify the most important constraints and major difficulties of online platforms, as well as a possible way to overcome them. In order to substantiate the objectives described, it was carried out a case study of the company Marques Soares, resulting from the comparison of the differences and the outcomes achieved with the previous website and the current one (released in 2019), by the mentioned enterprise. The investigator has concluded that to increase the number of online sales of online platforms in the retail fashion industry, it is necessary, on one hand, to improve the consumer confidence by reducing the need for touch and, on the other, to strengthen the security, which is achieved by improving the consumer experience. Aiming to decrease the need for touch were highlighted three major factors. Accordingly, the existence of adequate and relevant: visual description; material description and the inclusion of the product photography. In turn, and in what safety concerns, the investigator demonstrated that the seller characteristics and the inherent quality of the website infrastructure have impact by adding full potential to the respective security.
Description
Keywords
E-commerce Marketing digital Need for touch Segurança Confiança Experiência do consumidor Retalho de moda Digital marketing Safety Trust Consumer experience Fashion retail