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

Authors

  • 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

DOI:

https://doi.org/10.5700/issn.2177-8736.rege.2009.36688

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

Issue

Section

Marketing

How to Cite

Migration of consumers to internet shopping in São Paulo: an exploratory study . (2009). REGE Revista De Gestão, 16(4), 93-108. https://doi.org/10.5700/issn.2177-8736.rege.2009.36688