Author(s): Rola, Mariana dos Santos gomes
Date: 2015
Persistent ID: http://hdl.handle.net/10362/15696
Origin: Repositório Institucional da UNL
Subject(s): Domínio/Área Científica::Ciências Sociais::Economia e Gestão
Author(s): Rola, Mariana dos Santos gomes
Date: 2015
Persistent ID: http://hdl.handle.net/10362/15696
Origin: Repositório Institucional da UNL
Subject(s): Domínio/Área Científica::Ciências Sociais::Economia e Gestão
Living in the digital era, activities that have for centuries acted one way, have now changed and entered the online world, and online grocery shopping is one of them. It is a worldwide phenomenon and is already a significant part of people’s lifestyle in several countries however, in Portugal, it is still in expansion and improvement. Based on the Theory of Planned Behavior, this study allowed to estimate how the perceived risk and shopping orientation counterbalances the convenience offered to consumers. Furthermore, it validated how usability and access to focused promotions can help speed up this adaptation in Portugal