O papel da confiança da marca na relação entre interatividade e desempenho de vendas em marketplaces

Abstract

The volume of trading via e-commerce is over 29 trillion dollars. This study aims to describe the role of trust in the marketplace brand in the interactivity relationship with word of mouth intention – recommendation, and Repurchase Intention, in the 4 main Marketplaces in Brazil. The moderating role of ease of use and usefulness of the content is checked. The specific objective is to propose a systematic literature review, describe the marketplace interactivity, propose a model, understand the effects. The research is descriptive and from the perspective of post-positivism. 924 people from all states of Brazil were interviewed. For data analysis, structural equations were used through SmartPLS 3 software. The main result obtained is that Interactivity leads to trust in the brand and this leads to recommendation and word of mouth. Thus, having tools such as chat, telephone and customer service for special needs do not directly result in purchase intention and recommendation by consumers, as long as they trust the brand they are buying. Therefore, you must work on trust in the brand for effective marketing results. The digital transformation took place in the processes, but it is not disruptive in traditional marketing when it comes to brand trust.