The usability evaluation of e-commerce provided by generation z consumers: a case study in the city of Marilândia, Espírito Santo state, Brazil

Main Article Content

José Luiz Brandão
Attawan Guerino Locatel Suela

Abstract

The e-commerce has become a dominate strength in the retail commerce because of the fast evolution of information technology and the strong existence of generation Z in this market. The purpose of this study is to identify the key factors that influence to consumers of this generation choosing to buy online, to understand the purchasing decision process when they are buying online and to evaluate the usability of this tool in the purchasing process. This research is classified as quantitative, exploratory and applied, with a non-probabilistic sample for convenience and the data were obtained through the application of questionnaire made by the author. After analyzing the results, it was verified that aspects such as price, ease and product diversification are valued by generation Z consumers who lives in the city of Marilândia, Espírito Santo state. Moreover, the results explain the high level of satisfaction, the preference to purchasing online and a positive view of this experience. It is very important to the companies that use e-commerce as a sales tool to understand the behavior and preferences of generation Z consumers to be successful in this market. No doubt, the e-commerce is the present and the future of retail commerce, and its understanding is essential for the success of any business.

Article Details

How to Cite
BRANDÃO, J. L.; LOCATEL SUELA, A. G. The usability evaluation of e-commerce provided by generation z consumers: a case study in the city of Marilândia, Espírito Santo state, Brazil. Revista Eletrônica Multidisciplinar de Investigação Científica, Brasil, v. 3, n. 15, 2024. DOI: 10.56166/remici.d2v3n1510324. Disponível em: https://remici.com.br/index.php/revista/article/view/307. Acesso em: 31 oct. 2024.
Section
Artigos

References

AGRAWAL, D. K. Determining behavioural differences of Y and Z generational cohorts in online shopping. International Journal of Retailand Distribution Management, v. 50, n. 7, 2022. Disponível em: https://www.emerald.com/insight/content/doi/10.1108/IJRDM-12-2020-0527/full/html?casa_token=Hn5oOLVuueUAAAAA:aukXfx6DpXvYSxMzWAE6CNheSUDsO-IqqE0hvMVBp5fKJmgJCT0YNfXOuo44JWjvfiQgBzmYRcmwX55DAL5mOytIvmvY3QKkp4f4tuK5juQjcubmxa-K. Acessado em: Nov. 2023.

ASSOCIAÇÃO BRASILEIRA DE COMÉRCIO ELETRÔNICO - Abcomm. 5 dicas de logística para aprimorar a experiência do cliente. 2021.

Disponível em: https://abcomm.org/noticias/5-dicas-de-logistica-para-aprimorar-a-experiencia-do-cliente/. Acessado em: Ago. 2023.

CHIUSOLI, C. L.; BONFIM, R. S. E-commerce: o comportamento de compras online na percepção dos consumidores. Revista Administração em Diálogo – RAD, v. 2, n. 2, 2020. Disponível em: https://revistas.pucsp.br/rad/article/view/46989. Acessado em: Ago. 2023.

FERGUSON, G.; MEGEHEE, C. M.; WOODSIDE, A. G. How recipes of national cultural values, wealth, economic inaquality, and religiosity explain consumer tipping behavior: an abstract. In: Stieler, M. (eds) Creating Marketing Magic and Innovative Future Marketing Trends, Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham, 2017. Disponível em: https://link.springer.com/chapter/10.1007/978-3-319-45596-9_244. Acessado em: Ago. 2023.

FONTELLES, M. J. et al. Metodologia da pesquisa científica: diretrizes para a elaboração de um protocolo de pesquisa. Revista paraense de medicina, v. 23, n. 3, 2009. Disponível em: https://edisciplinas.usp.br/pluginfile.php/3049277/mod_resource/content/1/DIRETRIZES%20PARA%20A%20ELABORA%C3%87%C3%83O%20DE%20UM%20PROJ%20PESQUISA.pdf. Acessado em: Ago. 2023.

IBGE - INSTITUTO BRASILEIRO DE GEOGRAFIA E ESTATÍSTICA. Cidades e Estados. 2023. Disponível em: https://cidades.ibge.gov.br/brasil/es/marilandia/panorama. Acessado em: Ago. 2023.

KOTLER, P.; KELLER, K. L. Administração de marketing. 15. ed. São Paulo. Editora Pearson, 2019. Disponível em: https://edisciplinas.usp.br/pluginfile.php/7519481/mod_resource/content/0/Administrac%CC%A7a%CC%83o%20de%20Marketing%2015%C2%AA%20Edic%CC%A7a%CC%83o_compressed.pdf. Acessado em: Ago. 2023.

LEE, Y. Y.; GAN, C. L.; LIEW, T. W. Do E-wallets trigger impulse purchases? An analysis of Malaysian Gen-Y and Gen-Z consumers. Journal of Marketing Analytics, Springer Nature, v. 11, n. 2, p. 244-261, 2023. Disponível em: https://link.springer.com/article/10.1057/s41270-022-00164-9. Acesso em Ago. 2023.

MANYAGA, F.; HACIOGLU, U. Investigating the impact of mobile telecom service characteristics on consumer satisfaction in urban Uganda. International Journal of Research in Business and Social Science, v. 10, n. 6, 2021. Disponível em: https://ssbfnet.com/ojs/index.php/ijrbs/article/view/1382. Acessado em: Ago. 2023.

MARIANO, A. et al. Comportamento de compra do consumidor online no Distrito Federal: uma pesquisa descritiva por meio das equações estruturais. Revista Produção Online. Florianópolis, SC, v. 18, n. 1, 2018. Disponível em: https://producaoonline.emnuvens.com.br/rpo/article/view/2812. Acessado em: Ago. 2023.

MASHALAH, H. et al. The impact of digital transformation on supply chains through e-commerce: literature review and a conceptual framework. Transportation Research Part E: Logistics and Transportation Review, v. 165, p. 102837, 2022. Disponível em: https://www.sciencedirect.com/science/article/pii/S1366554522002216?casa_token=WN4sI5lvNrMAAAAA:PCfj0TP6mmUKsu7MfKldvzyJxDwU_eLkw9Dd-fVKTynjCOAdc0Q9u978EMdn4VTDvAnR3Prg62o. Acessado em: Ago. 2023.

MONACO, S. Tourism and the new generations: emerging trends and social implications in Italy. Journal of Tourism Futures, v. 4, n. 1, 2018. Disponível em: https://www.emerald.com/insight/content/doi/10.1108/JTF-12-2017-0053/full/html. Acessado em: Ago. 2023.

MORIMURA, L. et al. A vision on the quality of websites and their effects on the intention of use and recommendation of tourism services for different levels of consumer experience. Brazilian Journal of Marketing, v. 19, n. 2, 2020. Disponível em: https://www.proquest.com/docview/2610959690?pq-origsite=gscholar&fromopenview=true. Acessado em: Ago. 2023.

ORGANIZAÇÃO MUNDIAL DO COMÉRCIO – OMC (World Trade Organization – WTO). Electronic commerce. 2021. Disponível em: https://www.wto.org/english/thewto_e/minist_e/mc11_e/briefing_notes_e/bfecom_e.htm#:~:text=Electronic%20commerce%2C%20or%20e%2Dcommerce,and%20services%20by%20electronic%20means%22. Acessado em: Ago. 2023.

PREMEBIDA, E. A. E-commerce em 2020, um cenário de oportunidades em meio a pandemia. Research, Society and Development, v. 10, n. 2, 2021. Disponível em: https://rsdjournal.org/index.php/rsd/article/view/12984. Acessado em: Ago. 2023.

SERRA, F. A. R. et al. Decisão de compras pela internet: uma análise a partir do tempo de utilização de mídias sociais e da interatividade com a marca. Revista Brasileira de Marketing, v. 16, n. 1, São Paulo, Brasil, 2017. Disponível em: https://www.redalyc.org/pdf/4717/471755319005.pdf. Acessado em: Ago. 2023.

SHAQMAN, N.; HASHIM, N. H.; YAHYA, W. K. Influence of utilitarian shopping value, personal innovativennes and electronic word of mouth on mobile shopping: a conceptual framework. Asian Journal of Research in Business and Management, v. 4, n. 1, 2022. Disponível em: https://myjms.mohe.gov.my/index.php/ajrbm/article/view/17468. Acessado em: Ago. 2023.

SUELA, A. G. L. et al. Conhecimento, percepção climática e comportamento pró-ambiental na agricultura. Revista Econômica do Nordeste, v. 51, n. 3, p. 193-206, 2020a. Disponível em: https://g20mais20.bnb.gov.br/revista/index.php/ren/article/view/1126. Acessado em: Jan. 2023.

SUELA, A.; NAZARETH, M. S.; CUNHA, D. A. da. Efeitos Ambientais da Implementação do Plano ABC no MATOPIBA: Uma Abordagem por Insumo-Produto. Revista Brasileira de Estudos Regionais e Urbanos, [S. l.], v. 14, n. 4, p. 629–656. DOI: 10.54766/rberu.v14i4.654. 2020b. Disponível em: https://g20mais20.bnb.gov.br/revista/index.php/ren/article/view/1126. Acessado em: Jan. 2023.

SUELA, A. G. L. et al. Análise de impacto econômico e relações setoriais entre MATOPIBA e o restante do brasil: uma abordagem por insumo-produto. Informe GEPEC, v. 26, n. 1, p. 62-86, 2021. Disponível em: https://e-revista.unioeste.br/index.php/gepec/article/view/27994/20237. Acessado em: Out. 2023.

SUELA, A. G. L. et al. Impact of gross domestic product growth on brazilian native forests: a computable general balance analysis. Informe GEPEC, [S. l.], v. 27, n. 1, p. 228–245, 2023. DOI: 10.48075/igepec.v27i1.30378. Disponível em: https://e-revista.unioeste.br/index.php/gepec/article/view/30378. Acessado em: Nov. 2023.

SURYADI, N. et al. The effect of the COVID-19 pandemic on consumer behaviors: A study on gen-Z in Indonesia. Research in Business and Social Science, v. 10, n. 8. Indonesia, 2021. Disponível em: https://ssbfnet.com/ojs/index.php/ijrbs/article/view/1490. Acessado em: Ago. 2023.

TOMÉ, L. M. Comércio Eletrônico. Caderno Setorial do Escritório Técnico de Estudos Econômicos do Nordeste, v. 6, n. 205, 2021. Disponível em: https://bnb.gov.br/s482-dspace/bitstream/123456789/1114/1/2021_CDS_205.pdf. Acessado em: Ago. 2023.

VALAREZO, Á. et al. Drivers and barriers to cross-border e-commerce: evidence from Spanish individual behavior. Telecommunications Policy, v. 42, n. 6, 2018. Disponível em: https://www.sciencedirect.com/science/article/pii/S0308596117304986?casa_token=cyIfT9POFKcAAAAA:IsQXCrbQ_-tCRQswEG6SA6jqTdPQu-tyhtHnTWT_5KQa9Jagl6gotqUbc_jcfSSvFfAHqknUhRg. Acessado em: Ago. 2023.

VIEIRA, J. et al. Generation Z and key-factors on e-commerce: a study on the portuguese tourism sector. Journal Administrative Sciences, v. 10, n. 103, Portugal, 2020. Disponível em: https://www.mdpi.com/2076-3387/10/4/103. Acessado em: Ago. 2023.

Most read articles by the same author(s)