Comércio eletrônico e sistemas de recomendações de produtos: A influência sob o consumidor universitário

Abstract

With the rapid growth of information and communication technologies, the digital Market grows exponentially and through this evolution, consumer behavior has been transforming and adapting. In this way, more and more organizations have expressed a desire to invest in online sales and in intelligent tools used to influence consumers in the digital environment. As a result, this work aims to understand the behavior of university consumers during online shopping as well as their awareness of product recommendation systems inserted in electronic commerce, seeking to answer whether the recommendations made to this public are being effective to the point of influencing the purchase process. Aiming at achieving this objective, an online questionnaire was initially prepared, answered by 102 university students who use electronic commerce to shop. Subsequently, a short interview was carried out in order to complement the answers obtained from the previous questionnaire with more information. The type of research used is exploratory and descriptive in nature, in which qualitative approach is used, along with the inductive method, to critically analyze the data obtained. When analyzing the information, it was inferred that the university public has a high perception of product recommendations used by e-commerce, but there is some resistance to adding these to the shopping cart, especially regarding complementary items. The only moderately effective influence was observed by the female audience, who have a purchasing preference for similar items.