Migration of consumers to internet shopping in São Paulo: an exploratory study

  • João Paulo Lara de Siqueira Universidade Paulista
  • Cláudio Felisoni de Angelo Universidade de São Paulo; Faculdade de Economia, Administração e Contabilidade
  • Ronaldo Zwicker Universidade de São Paulo; Faculdade de Economia, Administração e Contabilidade
Keywords: Consumer Behavior, E-Commerce, Marketing, Retail Trade

Abstract

Although of increasing importance, electronic commerce is relatively new and little is known about consumer behavior and opinion. Internet shopping in Sao Paulo was examined to identify variables of influence including dissatisfaction with traditional options and other reasons that may affect this choice. During field interviews conducted with 408 people of high, medium and low incomes, most said they were not accustomed to electronic commerce. The major attraction was convenience while low Internet prices were not important. The interviews provided the basis for a proposal to determine individual interest in electronic commerce as a function of opinions expressed.

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Published
2009-12-01
How to Cite
Siqueira, J., Angelo, C., & Zwicker, R. (2009). Migration of consumers to internet shopping in São Paulo: an exploratory study . REGE Revista De Gestão, 16(4), 93-108. https://doi.org/10.5700/issn.2177-8736.rege.2009.36688
Section
Marketing