Promoção de Compras Online e a sua Percepção entre Estudantes Universitários em Osogbo, Sudoeste da Nigéria
Este artigo explora a perceção dos estudantes universitários sobre a promoção de vendas de compras online. Os investigadores adotaram uma abordagem qualitativa, conduzindo quatro sessões de discussão em grupo de foco (DGF) entre quarenta estudantes selecionados através de técnicas de amostragem propositada e de bola de neve nas duas faculdades da universidade que serviram de cenário para o estudo: Faculdade de Gestão e Ciências Sociais e Faculdade de Ciências Naturais e Aplicadas. O estudo é sustentado pela teoria da perceção do consumidor que explica o comportamento do consumidor através da análise das motivações para as suas decisões de compra e preferências. Os principais resultados revelaram que os estudantes universitários deste estudo confiam na promoção de vendas online e foram ativos em beneficiar dela, ao mesmo tempo que foram influenciados por certos fatores que moldaram a sua perceção das plataformas e promoções de vendas online. Recomenda-se, portanto, que as lojas e os centros comerciais online ofereçam mais comodidade, preço competitivo, variedade de produtos, serviços pós-venda, de forma a atrair mais clientela para os seus produtos.
Adeyeye (2008). E-commerce, business methods and evaluation of payment method in Nigeria. Electronic Journal of Information Systems Evaluation, 11 (1).
Aggrawal, S., & Aggrawal, A. (2012). A critical analysis of impact of pricing on consumer buying behaviour in apparel retail sector: a study of mumbai city. International Journal of Multidisciplinary Educational Research, 1(1), 34–44. Retrieved August 15, 2019 from http://ijmer.in/pdf/volume1-issue1-2012/34-44.pdf
Ailawadi, K. L, Gedenk, K., Lutzky, C., & Neslin, S. A. (2007). Decomposition of the sales impact of promotion-induced stockpiling. Journal of Marketing Research, 44(3), 450-467. Retrieved on September 26, 2019 from https://www.jstor.org/stable/30162492
Al-Debei, M., Akroush, M., & Ashouri, M. (2015). Consumer attitudes towards online shopping: The effects of trust, perceived benefits, and perceived web quality. Internet Research, 25(5) , 707-733.
Alka, K., & Tandon, J. K. (2014). Factors Influencing Customer’s Satisfaction Level Towards Online Shopping in Jaipur and Gurgaon. International Journal of Innovative Research and Development, 3(4), 348–356.
Amankwah, A. B. & Asare, G. (2019). The impact of sales promotional packages on customer switch and retention: case of MTN and Vodafone Ghana Ltd. International Journal of Academic Research and Reflection, 7 (4), 26-41.
Andreti, J., Zhafira, N. H., Akmal, S. S., & Kumar, S. (2013). The analysis of product, price, place,promotion and service quality on customers’ buying decision of convenience store: a survey of young adult in Bekasi, West Java, Indonesia. International Journal of Advances in Management and Economics, 2(6), 72–78. Retrieved August 28, 2019 from https://www.researchgate.net/publication/323308768_The_Analysis_of_Product_Price_Place_Promotion_and_Service_Quality_on_Customers%27_Buying_Decision_of_Convenience_Store_A_Survey_of_Young_Adult_in_Bekasi_West_Java_Indonesia
Banks, J., & Moorthy, S. (1999). A Model of Price Promotion. International Journal of Industrial Organization, 17, 371–398.
Blackwell, R.D., Miniard, P. W., & Engel, J.F. (2001). Consumer Behaviour, 9th ed. Fort Worth. TX: Harcourt College Publishers.
Busse, K. (2009). Fans, Fandom, and Fan Studies. In S. W. Littlejohn & K. A. Foss (Eds.). Encyclopedia of Communication Theories (pp. 386-390). London: SAGE Publications, Inc.
Chandon, P., Wansink, B., & Laurent, G. (2000). A benefit congruency framework of sales promotion effectiveness. Journal of Marketing, 64(4), 65–82. Retrieved June 14, 2019 from https://www.researchgate.net/publication/233777673_A_Benefit_Congruency_Framework_of_Sales_Promotion_Effectiveness
Chang, A. Y.-P. (2017). A Study on the Effects of Sales Promotion on Consumer Involvement and Purchase Intention in Tourism Industry. EURASIA J MATH SCI T, 13(12). https://doi.org/10.12973/ejmste/77903
Chen, Z., & Dubinsky, A. J. (2003). A conceptual model of perceived customer value in e-commerce: a preliminary investigation. Journal of Psychology and Marketing, 20(4): 323 – 347. Retrieved September 18, 2019 from https://onlinelibrary.wiley.com/doi/abs/10.1002/mar.10076
Clow, K. E., & Baack, D. (2007). Integrated advertising, promotion and marketing communication, 4th Edition. Pittsburg State University.
eMarketer. (2016). Worldwide retail ecommerce sales will reach $1.915 trillion this year. Retrieved May 14, 2018, from https://www.emarketer.com/Article/Worldwide-Retail-Ecommerce-Sales-Will-Reach-1915-Trillion-This-Year/1014369
eMarketer. (2018). Retail ecommerce performance metrics. Retrieved May 14, 2018, from https://www.emarketer.com/performance
Ernst & Young LLP. (2001). Global online retailing. New York: Ernst and Young LLP. Forrester Research, Inc. Retrieved May 10, 2019 from http://www.forrester.com
Folorunso, O., Awe, O. G., Sharma, S. K., & Zhang, J. (2006). Factors affecting the adoption of e-commerce: a study in Nigeria. Journal of Applied Sciences, 6, 2224-2230. Retrieved on September 26, 2019 from https://scialert.net/abstract/?doi=jas.2006.2224.2230
Gao, L. (2015). Understanding consumer online shopping behaviour from the perspective of transaction costs. [PhD thesis]. University of Tasmania. https://eprints.utas.edu.au/22877/
Gedenk, K., & Neslin, S. A. (1999). The role of retail promotion in determining future brand loyalty: its effect on purchase event feedback. Journal of Retailing, 75(4), 433 – 459. retrieved May 20, 2019 from https://www.sciencedirect.com/science/article/abs/pii/S0022435999000184
Hajli, N. (2014). A study of the impact of social media on consumers. International Journal of Market Research, 56(3), 387-404.
Hoque, M., Ali, M., & Mahfuz, M. (2015). An Empirical Investigation on the Adoption of E-Commerce in Bangladesh. The Asia Pacific Journal of Anthropology, vol. 25, 1-24. https://doi.org/10.14329/apjis.2015.25.1.001
Jiang, H., & Ma, J. (2018). Effects of Internet Sales Promotion on a Differential Advertising Model. Discrete Dynamics in Nature and Society, 2018, 1–11. https://doi.org/10.1155/2018/8618146
John, S. (2018). E-commerce trends + facts. Retrieved May 14, 2018, from https://endertech.com/blog/e-commerce-trends-facts
Jun, G., & Jaafar, Noor. I. (2011). A study on consumers’ attitude towards online shopping in china. International Journal of Business and Social Sciences, 2(22), 122-132. Retrieved May 10, 2019 from http://www.ijbssnet.com/journals/Vol_2_No_22_December_2011/15.pdf
Katawetawaraks, C., & Wang, C. (2011). Online shopper behavior: Influences of online shopping decision. Asian Journal of Business Research, 1(2). https://ssrn.com/abstract=2345198
Kempa, S., Vebrian, K., & Bendjeroua, H. (2020). Sales Promotion, Hedonic Shopping Value, and Impulse Buying on Online Consumer Websites. SHS Web Conf., 76, 01052. https://doi.org/10.1051/shsconf/20207601052
Kotler, P., & Keller, K. (2014) Marketing management. 15th Edition. Saddle River: Prentice Hall.
Kumawat, A., & Tandon, J. K.. (2014). Factors influencing customer’s satisfaction level towards online shopping in Jaipur and Gurgaon. International Journal of Innovative Research and Development, 3(4), 348–356. Retrieved July 5, 2019 from http://www.internationaljournalcorner.com/index.php/ijird_ojs/article/view/134741
LaMarco, N. (2018). Consumer perception Theory. Small Business - Chron.com. Retrieved July 10, 2019 from http://smallbusiness.chron.com/consumer-perception-theory-40176.html
Liao, H., Toya, K, Lepak, D. P., & Hong, Y. (2009). Do they see eye to eye? management and employee perspectives of high-performance work systems and influence processes on service quality. The Journal of Applied Psychology 94(2), 371-91. Retrieved July 8, 2019 from https://www.researchgate.net/publication/24187175_Do_They_See_Eye_to_Eye_Management_and_Employee_Perspectives_of_High-Performance_Work_Systems_and_Influence_Processes_on_Service_Quality
Liu, X., He, M., Gao, F. & Xie, P. (2008). An empirical study of online shopping customer satisfaction in China: A holistic perspective. International Journal of Retail Distribution Management, 36(11), 919-940.
Makwana, K., Dattani, K., & Badlani, H. (n.d.). A customer perception towards online shopping: an exploratory study. Altius Shodh Journal of Management & Commerce. Retrieved September 26, 2019 from https://pdfs.semanticscholar.org/a1aa/e288f09535c58fd84c3fe11418cf830d6b07.pdf?_ga=2.20647292.516307671.1581669350-1546531357.1569508321
Mathwick, C., Malhotra, N., & Rigdon, E. (2001). Experiential value: conceptualization, measurement and application in the catalog and Internet shopping environment. Journal of Retailing 77(1), 39-56. Retrieved August 15, 2019 from https://www.sciencedirect.com/science/article/abs/pii/S0022435900000452
Mudambi, S., & Schuff, D. (2010). What Makes a Helpful Online Review? A Study of Customer Reviews on Amazon.com. MIS Quarterly, 34(5), 185-200.
Nagadeepal, C., Tamil, S. J., & Pushpa, A. (2015). Impact of Sale Promotıon Technıques on Consumers’ Impulse Buyıng Behavıour towards Apparels at Bangalore. Asian Journal of Management Sciences & Education, 4(1), 116-124. Retrieved December 8, 2020 from http://www.ajmse.leena-luna.co.jp
Nakarmi, A. (2018). Effect of Sales Promotion on Consumer Behaviour. A Bachelor Thesis of Seinäjoki University of Applied Sciences. 1-44. Retrieved July 14, 2019 from https://www.theseus.fi/bitstream/handle/10024/142006/anuraj%20thesis%20final.pdf?sequence=1&isAllowed=y
Nebojsa, V., Milorad, K., & Tanja, K. (2019). The Influence of Online Shopping Determinants on Customer Satisfaction. Journal of Theoretical and Applied Electronic Commerce Research, 14(2).
Novak, T., Hoffman, D., & Yung, Y. (2000). Measuring the Customer Experience in Online Environments: A Structural Modeling Approach. Marketing Science,19(1), 22-42.
Pauwels K., Hanssens D. M., & Siddarth S. (2002). The long-term effects of price promotion on category incidence, brand choice, and purchase quantity. Journal of Marketing Research, 39(4), 421-439. Retrieved May 10, 2019 from https://www.jstor.org/stable/1558555?seq=1
Philips Consulting Ltd. (2016). The 2016 online shopping survey. Retrieved on September 24, 2019 from https://phillipsconsulting.net/reports_post/the-2016-online-shopping-surv/
Puranik, R., & Bansal, A. (2014). A study of internet users’ perception towards e-shopping. Pacific Business Review International, 6(9), 37-44. Retrieved on September, 26, 2019 from http://www.pbr.co.in
Schrøder, K. C. (2009). Audience Reception Theories. In S. W. Littlejohn & K. A. Foss (Eds.), Encyclopedia of communication theories (pp. 386-390). London: SAGE Publications, Inc.
Sinha, I., & Smith, M. F. (2000). Consumers’ perceptions of promotional framing of price. Psychology & Marketing, 17(3), 257–275. Retrieved September 10, 2019 from https://doi.org/10.1002/(SICI)1520-6793(200003)17:3%3C257::AID-MAR4%3E3.0.CO;2-P
Shamout, M. D. (2016). The impact of promotional tools on consumer buying behaviour in retail market. International Journal of Business and Social Science, 7(1), 75-85. Retrieved May 10, 2019 from https://ijbssnet.com/journals/Vol_7_No_1_January_2016/9.pdf
Shanthi, R., & Kannaiah, D. (2015) Consumers’ perception on online shopping. Journal of Marketing and Consumer Research, 13, 14-20. Retrieved June 20, 2019 from https://researchonline.jcu.edu.au/39753/1/Dr.%20Desti%20Consumers%20perception%20on%20Online%20Shopping.pdf
Shergil, G., & Chen, Z. (2005). Web-based shopping: Consumers’ attitudes towards online shopping in New Zealand. Journal of Electronic Commerce Research, 6(2).
Sorce, P., Perotti, V., & Widrick, S. (2005). Attitude and age differences in online buying. International Journal of Retail and Distribution Management, 33(2):122-132.
Stilwell, C. (2006). “Boundless opportunities?”: towards an assessment of the usefulness of the concept of social exclusion for the South African public library situation. Innovation, 32. Retrieved on September 26, 2019 from https://www.researchgate.net/publication/228864541_Boundless_opportunities_towards_an_assessment_of_the_usefulness_of_the_concept_of_social_exclusion_for_the_South_African_public_library_situation
Strauss, J., & Frost, R. (2012). E-Marketing. São Paulo:Pearson Prentice Hall.
Tarigan, E. D. S., Sabrina, H., & Syahputri, Y. (2020). The Influence of Lifestyle and Sales Promotion on Online Purchase Decisions for Home-Cooked Culinary during COVID-19 in Medan City, Indonesia. International Journal of Research and Review 7(10), 140–144. https://www.ijrrjournal.com/IJRR_Vol.7_Issue.10_Oct2020/Abstract_IJRR0020.html
Thakur, S., & Aurora, R. (2015). Consumer perception: a study on e-marketing. International Journal of Recent Research Aspects, 2(2), 256-262. Retrieved on September 26, 2019 from http://ijrra.net/Vol2issue2/IJRRA-02-02-50.pdf
Voyant Tools.org (2020). Voyant Tools. Accessed on December 3, 2020 from https://voyant-tools.org/?corpus=d75c9ee427db1e9e5c2bcfcb38b386b9
Zhang, J., & Krishnamurthi, L. (2004). Customizing promotions in online stores. Marketing Science. 23 (4). 561-578. Retrieved August 5, 2019 from https://www.researchgate.net/publication/227442350_Customizing_Promotions_in_Online_Stores
Zuroni, J., & Goh, L. (2012). Factors Influencing Consumers’ Attitude Towards E-commerce Purchases Through Online Shopping. International Journal of Humanities and Social Science, 2(4).
© do Autor. A publicação de um trabalho não implica a cedência dos direitos autorais a Interações. A utilização ou revisão do texto e título, sob qualquer forma e em quaisquer futuras publicações do Autor, não necessitam de ser previamente notificadas ou de autorização formal por parte desta Revista.