Comércio por transmissão online aplicado ao e-commerce
: estudo de aceitação no mercado português de cosmética

  • Sofia Frasquilho Guerreiro (Student)

Student thesis: Master's Thesis


The evolution of technology has changed several realities, with the shopping experience being one of these realities. On the other hand, the global pandemic situation associated with the mandatory confinement, accelerated the process of digital transformation of purchases. Thus, the demand for the realization of online shopping technology with online Live E-commerce is developing worldwide. In order to evaluate this technology and its use, survey data are collected from respondents who have purchased products online in the last 6 months and the theoretical model of technology adoption (TAM) is used. A total of 164 valid responses were collected. Ease of use, perception of usefulness and pleasure in use are evaluated by the effect on intended use and satisfaction. It is concluded that ease of use influences satisfaction with the experience and intention to use. It is the same with the perception of usefulness and intimate pleasure. Grateful experience has a positive impact on intent to use. Proposals are proposed for theory and practice.
Date of Award20 Oct 2023
Original languagePortuguese
Awarding Institution
  • Universidade Católica Portuguesa
SupervisorDaniela Langaro (Supervisor)


  • Mestrado em Gestão Aplicada

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