Fatores que afetam a satisfação e a lealdade aos sites de compras coletivas

Abstract

In 2008 a phenomenon in online retailing that attracted the attention of many people emerged, creating a new model of virtual trade. This phenomenon has been called Collective Buying or Group Buying and arrived in Brazil in 2010. In just over two years in Brazil, this segment had accumulated a gross revenue of more than R$3.3 billion and dealt over 45 million requests for discounts. This study attempts to identify factors which affect the Satisfaction and Loyalty to the websites of Collective Buying. Referring to the General Consumer Satisfaction, Declared Loyalty, Repurchase Intent and Positive Word of Mouth. By using a Structural Equation Modeling it had been realized the connections between Discount Rate, Service Quality, Popularity, Online Brand Image, Prior Word of Mouth, Creativity and Confidence. Based on this, 727 valid questionnaires for the formation of a database of sufficient data for the use of the SmartPLS software were collected in order to test the hypotheses proposed in study 19. On the whole, the main contribution of the research was the identification of strong influence of Service Quality, Popularity and Online Brand Image in the consumer s Overall Satisfaction; Service Quality, Trust and General Satisfaction on Repurchase Intent; Confidence, Creativity, and Overall Satisfaction on Declared Loyalty and finally, Confidence and Satisfaction in General Positive Word of Mouth. All considering, this study also contributed to the creation of a new scale called Discount Rate Scale.