Os fatores que levam os acadêmicos da Unipampa Campus Santana do Livramento a comprar por impulso no e-commerse

Abstract

Faced with significant Internet users growth rates worldwide, it is evident the need for organizations to become adept at e-commerce. The competitive market requires managers to be aware in various ways to reach the customer and then keep it. However the consumer behavior study provides the way the target audience reacts and what elements can be influenced him. This paper is an analysis of the factors that influence the behavior of customers on their purchases on the Internet, and to identify the behavior profile of e- consumers, Federal University of Pampa (UNIPAMPA) Campus Santana do Livramento. The focus of the study is targeted to the impulsive buying behavior in e-commerce. The work is characterized in a descriptive research with quantitative data, where the necessary information for the study were collected through questionnaires that were applied to the academic UNIPAMPA. A sample was obtained by convenience than 150 respondents, where only 137 had performed online shopping and then have contributed to the study. Data were analyzed using SPSS software and statistical tools used were the student t-test and ANOVA. In fact, it is proven as the authors studied the influences of physical space are not the same digital space, even consumers behave the same way. Thus the results answered this question, however, the content found not stop to a small sample can not be generalized to the whole population thanks to its characteristic collection.