Fatores de sucesso no e-commerce

: uma perspetiva operacional

Abstract

Internet has revolutionised the way goods and services are traded. Today, we can access e-commerce websites to make purchases anytime and anywhere. However, some of these websites fail to succeed because they do not use the best strategies. The main goal of this study is to identify the key factors of success in e-commerce, from an operational point of view, and also identifying their relative importance among the public more likely to buy online. From the literature review and in an applied perspective, we reached a model where it was possible to identify three fundamental dimensions, with several factors that may affect success. This model is comprised by Engagement, Convert and Retain. In what concerns Engagement, we were able to show an updated and concerted set of actions necessary to lead the user to access the website. Regarding Convert, we gathered the main factors that determine the possibility of a visitor to realise a transaction or not. Finally, Retain included addressing some tools and strategies that promotes the client's loyalty to the brand. With a methodological design inspired in the case study, an exploratory study based on the application of an online questionnaire was made and structured according to the three dimensions mentioned. From the 113 respondents, 73 have a tendency to buy online. The results obtained were cross-checked with those mentioned in the literature and the corresponding factors were identified.

Date of Award	23 Mar 2015
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	António Andrade (Supervisor)