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Abstract(s)
A evolução frenética da tecnologia desempenha um papel crucial no desenvolvimento do
mercado publicitário, potenciando a descoberta de novas tipologias publicitárias,
aumentando o leque de funcionalidades e benefícios e, sobretudo, impulsionando
continuamente a migração dos formatos offline para os online. A indústria da publicidade
digital evolui de mãos dadas com as novas tecnologias, fazendo deste mercado muito
dinâmico e competitivo. A velocidade a que este mercado se move impossibilita o estudo
minucioso de todas as ramificações que espoletam desta indústria, nomeadamente, o impacto
da publicidade digital na online purchase intention (OPI) dos internautas portugueses. O
perfil do online consumer resulta de uma evolução do consumidor tradicional e desempenha
um papel preminente no mercado do e-commerce, sendo por isso urgente conhecê-lo em
profundidade, nomeadamente, a identificação dos fatores que determinam a sua OPI, para
um melhor entendimento das motivações. A presente investigação incide sobre o impacto da
publicidade digital na OPI dos internautas portugueses através de um entendimento
aprofundado da esfera da publicidade digital, do conceito de OPI e apuramento dos seus
fatores determinantes e, finalmente, aferição das variáveis de publicidade digital que
efetivamente impactam a OPI, analisando se esta influência é positiva ou negativa. Para tal,
utilizou-se uma metodologia quantitativa por meio da aplicação de um inquérito por
questionário aos internautas portugueses, que contou com uma amostra significativa de 390
inquiridos. Estabeleceram-se, por fim, duas questões de investigação que nortearam a
presente investigação: “De que forma é que a publicidade digital influencia a OPI?” e “Quais
as variáveis da publicidade digital que impactam de forma significativa a OPI?”. Os
principais resultados revelam que a publicidade digital influencia positivamente a OPI, já
que as variáveis que a compõem são, de modo geral, valorizadas pelo online consumer.
Apesar de positiva, esta relação está sujeita à influência do risco percebido e da confiança,
sendo que, no caso da presente investigação, estes fatores afetam positivamente esta relação.
Destacam-se ainda as variáveis pictorial stimuli, e-WOM e brand equity como as que têm
um impacto significativo e notório na OPI.
The frenetic evolution of technology plays a crucial role in the development of the advertising market, boosting the discovery of new advertising typologies, increasing the range of features and benefits and, above all, continuously driving the migration from offline formats to online ones. The digital advertising industry evolves hand by hand with new technologies, making this a very dynamic and competitive market. The speed at which this market moves makes it impossible to thoroughly study all the ramifications of this industry, namely, the impact of digital advertising on online purchase intention (OPI) of Portuguese internet users. The online consumer's profile results from a evolution of the traditional consumer and plays a preeminent role in the e-commerce market, thus making it urgent to know it in depth, particularly the identification of the factors that determine their OPI, for a better understanding of the motivations. This research focuses on the impact of digital advertising on Portuguese internet users’ OPI by the means of an in depth understanding of the digital advertising sphere, the concept of OPI and its determinants and, finally, the assessment of the digital advertising variables that effectively impact OPI, analyzing whether this influence is positive or negative. To this end, a quantitative methodology was used through the application of a questionnaire survey to Portuguese internet users, which had a significant sample of 390 respondents. Finally, two research questions were established to guide this research: "How does digital advertising influence IPO?" and "What are the variables of digital advertising that significantly impact IPO?". The main results reveal that digital advertising positively influences OPI, since the variables that comprise it are, in general, valued by the online consumer. Moreover, this relationship is subject to the influence of perceived risk and trust, which, in this particular research, also positively affects this relationship. The pictorial stimuli, e-WOM and brand equity variables also stand out as those which have a significant and noticeable impact on OPI.
The frenetic evolution of technology plays a crucial role in the development of the advertising market, boosting the discovery of new advertising typologies, increasing the range of features and benefits and, above all, continuously driving the migration from offline formats to online ones. The digital advertising industry evolves hand by hand with new technologies, making this a very dynamic and competitive market. The speed at which this market moves makes it impossible to thoroughly study all the ramifications of this industry, namely, the impact of digital advertising on online purchase intention (OPI) of Portuguese internet users. The online consumer's profile results from a evolution of the traditional consumer and plays a preeminent role in the e-commerce market, thus making it urgent to know it in depth, particularly the identification of the factors that determine their OPI, for a better understanding of the motivations. This research focuses on the impact of digital advertising on Portuguese internet users’ OPI by the means of an in depth understanding of the digital advertising sphere, the concept of OPI and its determinants and, finally, the assessment of the digital advertising variables that effectively impact OPI, analyzing whether this influence is positive or negative. To this end, a quantitative methodology was used through the application of a questionnaire survey to Portuguese internet users, which had a significant sample of 390 respondents. Finally, two research questions were established to guide this research: "How does digital advertising influence IPO?" and "What are the variables of digital advertising that significantly impact IPO?". The main results reveal that digital advertising positively influences OPI, since the variables that comprise it are, in general, valued by the online consumer. Moreover, this relationship is subject to the influence of perceived risk and trust, which, in this particular research, also positively affects this relationship. The pictorial stimuli, e-WOM and brand equity variables also stand out as those which have a significant and noticeable impact on OPI.
Description
Keywords
Publicidade digital Intenção de compra online Pictorial stimuli e-WOM Brand equity Digital advertising Online purchase intention