Academy of Strategic Management Journal (Print ISSN: 1544-1458; Online ISSN: 1939-6104)


The Portuguese Online Consumer Behaviour

Author(s): Jorge Figueiredo, Antonio Cardoso, Margarida Pocinho, Pedro Rodrigues, Isabel Oliveira

This study aims to evaluate the Portuguese online consumer behaviour. The research was largely based on an online questionnaire using a sample of 405 respondents. This work was conducted in Portugal from September to December 2018. Its results reveal that Internet consumption depends on age, while the frequency of the Internet use differs according to the type of practices. The motivations to buy online revealed that these did not differ according to the type of Internet use. Online buyers’ perceptions point out access to promotions, fun, convenience, speed and download/transfer, as the main drivers to shop online, in contrast to offline buyers. Another point of distinction between online buyers and offline buyers has to do with the degree of satisfaction, with the possibility of comparing product features and prices, the ease and accessibility/availability of online purchases, the pleasure, the interest, the satisfaction of needs and the spur that shopping causes (online buyers have significantly higher levels of satisfaction than offline buyers). In terms of security, online buyers have a greater sense of confidence and security with the online shop payment system, contrasting with the offline buyers.
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