O mercado de moda digital: um estudo sobre o comportamento do consumidor e seu processo de decisão de compra

Abstract

The clothing retail sector faces, nowadays, a strong pressure from customers and the market which is faster, modern, and looking forward to the new, especially in relation to the growth of purchases in e-commerce. The present work sought to identify what is the main motivating and inhibiting factor for the purchase of clothing in e-commerce, as also, to understand the most relevant aspects in the consumer buying decision process. First, a review of the theoretical bases served as the basis for this work, then an online questionnaire was applied for about 142 consumers, and these divided into two groups: those who already shop and those who have not shopped clothes online yet. Given the results presented, it is clear that a large percentage of respondents are adept to online sites and the main motivator for buying clothing online is the lower price, as also in the recognition stage of the problem, the lower price is mentioned, as well as settlements and the need. The customers are willing to search information about the websites before making a purchase and it´s notable the interaction between social media, e-commerce and customers. For those respondentes who are not buyers in the fashion e-commerce, the main factor is in the inability to prove the clothes.