Trust in online shopping: a comparative study between Brazil and Portugal
Objective: This paper aims to analyze and compare the relationships between the dimensions of trust (internet, provider and third parties), their antecedents (quality of the website and satisfaction) and consequences (loyalty and word of mouth) in Brazil and Portugal in the online environment.Method...
| Autores: | , , , |
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| Tipo de recurso: | artículo |
| Estado: | Versión publicada |
| Fecha de publicación: | 2020 |
| País: | Brasil |
| Institución: | Universidade Nove de Julho (UNINOVE) |
| Repositorio: | REMark - Revista Brasileira de Marketing |
| Idioma: | inglés |
| OAI Identifier: | oai:ojs.periodicos.uninove.br:article/15566 |
| Acceso en línea: | https://periodicos.uninove.br/remark/article/view/15566 |
| Access Level: | acceso abierto |
| Palabra clave: | Trust Loyalty Word of mouth Online shopping Confiança Lealdade Boca a boca |
| Sumario: | Objective: This paper aims to analyze and compare the relationships between the dimensions of trust (internet, provider and third parties), their antecedents (quality of the website and satisfaction) and consequences (loyalty and word of mouth) in Brazil and Portugal in the online environment.Methodology: A survey was conducted with users who bought electronic products over the internet in both countries, totaling 486 respondents. The statistical technique used was Structural Equation Modeling (SEM) through which the conceptual model was tested.Originality/Relevance: The increase in sales on a global scale suggests that it must be understood how trust can be an influence in different moments during the purchasing process, as it is a gap both in academic and managerial terms.Results: The quality of the website influences the different dimensions of trust while satisfaction most influences trust in the supplier and third parties and it is the one that most influences loyalty. In addition, trust in the supplier’s website was found to influence loyalty in both countries and word of mouth in Brazil. It was also observed that trust in third parties and loyalty has a more significant impact on word of mouth in Brazil than in Portugal.Theoretical/methodological contributions: The theoretical contributions associate the use of antecedents and the consequences of trust in online shopping. |
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