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Abstract(s)
O objetivo deste Trabalho Final de Mestrado é compreender se a utilização do Big Data Analytics nas plataformas de comércio eletrónico de retalho tem impacto na compra de produtos online. Para este estudo, foi desenvolvido um questionário para recolher a opinião de diversos indivíduos relativamente aos motivos que os inibem e levam a comprar produtos online em cada uma de duas plataformas (Amazon e Aliexpress) com diferentes níveis de utilização das técnicas analíticas de Big Data. A primeira representa uma plataforma com elevada utilização destas técnicas e ferramentas e a segunda representa uma plataforma com baixa utilização das mesmas.
Posto isto, foi necessário estudar quais os fatores motivacionais da intenção de compra em tais plataformas, com base na Teoria do Comportamento Planeado, e perceber como é que as técnicas de Big Data estão a ser utilizadas para melhorar esses fatores. Após a fase da recolha de dados, foram utilizados coeficientes de correlação para testar as hipóteses, aferindo se existe uma associação entre os diversos atributos e, de seguida, foram efetuadas análises de regressão para medir a força dessas associações.
Por fim, verificou-se que a utilização do Big Data Analytics pelas plataformas de comércio potencia a compra de produtos online, uma vez que a plataforma estudada com um uso mais intensivo de técnicas analíticas, não só tem um maior número de compradores, como o valor que estes estão dispostos a gastar é superior. Fica ainda a recomendação para o AliExpress utilizar este tipo de técnicas e ferramentas para melhorar a confiança e conveniência percecionada pelos inquiridos.
The purpose of this Master's thesis is to understand whether the use of Big Data Analytics in retail e-commerce platforms has an impact on the online purchase of products. In order to do so, a survey was developed to gather the opinion of several individuals about the reasons that inhibit and lead them to buy products online in each of two platforms (Amazon and Aliexpress), with different levels of use of analytical techniques of Big Data. The first one represents a platform with high use of these technique and tools and the second represents a platform with low use of them. That said, it was necessary to study the motivational factors of the intention to buy in such platforms, based on the Theory of Planned Behavior, and to understand how Big Data techniques are being used to improve these factors. After collecting the data, correlation coefficients were used to test the hypotheses, assessing if there is an association between the various attributes and then, regression analyses were performed to measure the strength of these associations. Finally, it was found that the use of Big Data Analytics by ecommerce platforms potentiates the online purchase of products since the platform with a more intensive use of analytical techniques not only has a greater number of buyers as the value these are willing to spend is superior. The last note is a recommendation for AliExpress to use this type of techniques and tools to improve the confidence and convenience perceived by the respondents.
The purpose of this Master's thesis is to understand whether the use of Big Data Analytics in retail e-commerce platforms has an impact on the online purchase of products. In order to do so, a survey was developed to gather the opinion of several individuals about the reasons that inhibit and lead them to buy products online in each of two platforms (Amazon and Aliexpress), with different levels of use of analytical techniques of Big Data. The first one represents a platform with high use of these technique and tools and the second represents a platform with low use of them. That said, it was necessary to study the motivational factors of the intention to buy in such platforms, based on the Theory of Planned Behavior, and to understand how Big Data techniques are being used to improve these factors. After collecting the data, correlation coefficients were used to test the hypotheses, assessing if there is an association between the various attributes and then, regression analyses were performed to measure the strength of these associations. Finally, it was found that the use of Big Data Analytics by ecommerce platforms potentiates the online purchase of products since the platform with a more intensive use of analytical techniques not only has a greater number of buyers as the value these are willing to spend is superior. The last note is a recommendation for AliExpress to use this type of techniques and tools to improve the confidence and convenience perceived by the respondents.
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Keywords
Big Data Analytics Comércio eletrónico Compra de produtos online E-commerce Online purchase of products