O impacto da publicidade digital na intenção de compra online dos internautas portugueses

Abstract

The frenetic evolution of technology plays a crucial role in the development of the advertising market, boosting the discovery of new advertising typologies, increasing the range of features and benefits and, above all, continuously driving the migration from offline formats to online ones. The digital advertising industry evolves hand by hand with new technologies, making this a very dynamic and competitive market. The speed at which this market moves makes it impossible to thoroughly study all the ramifications of this industry, namely, the impact of digital advertising on online purchase intention (OPI) of Portuguese internet users. The online consumer's profile results from a evolution of the traditional consumer and plays a preeminent role in the e-commerce market, thus making it urgent to know it in depth, particularly the identification of the factors that determine their OPI, for a better understanding of the motivations. This research focuses on the impact of digital advertising on Portuguese internet users’ OPI by the means of an in depth understanding of the digital advertising sphere, the concept of OPI and its determinants and, finally, the assessment of the digital advertising variables that effectively impact OPI, analyzing whether this influence is positive or negative. To this end, a quantitative methodology was used through the application of a questionnaire survey to Portuguese internet users, which had a significant sample of 390 respondents. Finally, two research questions were established to guide this research: "How does digital advertising influence IPO?" and "What are the variables of digital advertising that significantly impact IPO?". The main results reveal that digital advertising positively influences OPI, since the variables that comprise it are, in general, valued by the online consumer. Moreover, this relationship is subject to the influence of perceived risk and trust, which, in this particular research, also positively affects this relationship. The pictorial stimuli, e-WOM and brand equity variables also stand out as those which have a significant and noticeable impact on OPI.

Date of Award	16 Jan 2023
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Catarina Duff Burnay (Supervisor)