Details

Autor(en) / Beteiligte

• Moreira, André Barcelos
• Chauvel, Marie Agnes
• Silva, Renata Céli Moreira da

Titel

The decision-making process to purchase from online supermarkets: a qualitative research with customers from 'Zona Sul Atende'

Ist Teil von

• Revista de gestão da tecnologia e sistemas de informação, 2013-04, Vol.10 (1), p.81-98

Ort / Verlag

TECSI Laboratório de Tecnologia e Sistemas de Informação - FEA/USP

Erscheinungsjahr

2013

Quelle

Free E-Journal (出版社公開部分のみ）

Beschreibungen/Notizen

• Zona Sul was the first supermarket chain in Rio de Janeiro to provide online sales purchases services and it is the leader in its segment in the city. Therefore, it was chosen as the object of this study, which attempts to describe and analyze the decision-making process of consumers who use the Internet to shop for groceries. Twenty in-depth interviews were conducted with these consumers. The interviews were held at the moment they were shopping and the interviewees' navigation was recorded by means of a software. The results showed that the interviewees search for convenience, speed and ease to purchase. Aspects from the website that partially compromise these objectives were identified. The conclusions bring suggestions to make the shopping process easier and faster.