Online shopping behavior in Brazil: motivations and decision-making factors

Abstract

The exponential growth of electronic commerce (e-commerce) transactions in recent years has highlighted the need to understand the profile and purchasing behavior of consumers in the online environment. In this context, the purpose of this study is to investigate the motivations and decision-making factors that influence the online purchasing behavior of consumers in various regions of Brazil, thus seeking to contribute to an in-depth understanding of the dynamics of consumption in the specific context of e-commerce. Using a methodological approach that combines bibliographical and empirical research, this study analyzes primary data collected through a questionnaire, with the aim of mapping consumer preferences and trends in e-commerce. The findings of this study offer insights for retailers in designing more effective engagement and promotion strategies in line with the online consumer's purchasing journey. It also reveals that consumers value certain aspects when selecting and buying products online, and that they frequently visit digital retail platforms. The uniqueness of this research lies in its contribution to a detailed understanding of online consumer behavior, helping retailers to improve their practices and approaches to better serve and connect with their target audience.

Key words: e-commerce; retail; Brazil; consumer behavior; online shopping.