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- W1604854069 abstract "Dado o crescimento do e-commerce no Brasil, este trabalho fez a aplicacao do modelo de Overby e Lee (2006) para relacionar fatores antecedentes a intencao de compra em loja online , testar a sua aderencia a subgrupos (ou segmentos) de consumidores e avaliar os segmentos segundo sua atratividade. Foram pesquisados 748 individuos por meio da Internet. As relacoes entre os construtos do modelo foram confirmadas por meio da tecnica de modelagem de equacoes estruturais. O modelo gerado foi aplicado a 20 segmentos de mercado, os quais revelaram algumas diferencas e semelhancas em relacao a amostra total nas associacoes entre valor hedonico versus preferencia, valor utilitario versus preferencia e preferencia versus intencao de compra. Os 20 segmentos tambem foram avaliados em funcao dos criterios “identificabilidade”, “substancialidade”, “acessibilidade” e “grau de resposta”." @default.
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- W1604854069 date "2014-08-01" @default.
- W1604854069 modified "2023-09-27" @default.
- W1604854069 title "O Relacionamento entre o Valor, a Preferência e a Intenção de Compra no Varejo Online" @default.
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