Publicação
COVID-19 and the Online Consumer Behavior: An analysis to the social signaling effects on the online consumer behavior during the COVID-19 outbreak in Portugal in 2020
| Resumo: | This master's thesis investigates the impact of COVID-19 on online consumer behavior in Portugal, focusing on the factors directly influencing repurchase intention and actual use of online services. The Technology Acceptance Model (TAM) and the Extended Unified Theory of Acceptance and Use of Technology (UTAUT2) were used as theoretical frameworks on this study. Data was collected through an online survey, capturing responses from 350 participants. The study examines key variables such as perceived health risk, perceived ease of use, facilitating conditions, social influence and social signaling. The research findings indicate that perceived ease of use, facilitating conditions and social signaling significantly influence repurchase intentions and actual use, demonstrating how the pandemic has affected consumer behavior over the long run. This thesis contributes to a deeper understanding of technology acceptance in the context of online shopping during a global health crisis, providing valuable insights for both academic research and practical applications in digital marketing strategies. |
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| Autores principais: | Silveira, Maria de Matos Dordio Nobre da |
| Assunto: | Covid-19 Online Consumer Behavior UTAUT2 TAM Social Signaling SDG 4 - Quality education SDG 8 - Decent work and economic growth SDG 9 - Industry, innovation and infrastructure |
| Ano: | 2024 |
| País: | Portugal |
| Tipo de documento: | dissertação de mestrado |
| Tipo de acesso: | acesso aberto |
| Instituição associada: | Universidade Nova de Lisboa |
| Idioma: | inglês |
| Origem: | Repositório Institucional da UNL |
| Resumo: | This master's thesis investigates the impact of COVID-19 on online consumer behavior in Portugal, focusing on the factors directly influencing repurchase intention and actual use of online services. The Technology Acceptance Model (TAM) and the Extended Unified Theory of Acceptance and Use of Technology (UTAUT2) were used as theoretical frameworks on this study. Data was collected through an online survey, capturing responses from 350 participants. The study examines key variables such as perceived health risk, perceived ease of use, facilitating conditions, social influence and social signaling. The research findings indicate that perceived ease of use, facilitating conditions and social signaling significantly influence repurchase intentions and actual use, demonstrating how the pandemic has affected consumer behavior over the long run. This thesis contributes to a deeper understanding of technology acceptance in the context of online shopping during a global health crisis, providing valuable insights for both academic research and practical applications in digital marketing strategies. |
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