Volume 3 - No 4
E-COMERCE AT CIVILIAN CONSTRUTION: A NEW TECHNOLOGICAL INNOVATION THAT IMPROVES IMPACTS AT CONSUMER BEHAVIOR
Abstract
This article presents a quantitative study on consumer behavior in e-commerce in the civilian
building. A survey was applied with online questionnaire, which sought to evaluate factors
utilitarian, hedonic, social and intended use in order to understand what the relationship
between the above factors and the process of acceptance / adoption of electronic commerce as a tool consumption of buildings, since there is a possibility these elements influence the
buying decision of products geared to construction. For analysis of the hypotheses was
performed a T test (Student's T), and the use of multiple linear regression technique to check
the relationship of cause and effect between the independent and dependent variables of the
constructs proposed. Was obtained as a result of consumers that products with high added
value have high satisfaction in the use of e-commerce as well as realize the social value as an
important factor in defining the intended use of the tool for future acquisitions of properties.
Paper Details
PaperID: p 086-108
Author's Name: Murilo Moreira Nascimento, Everaldo Marcelo Sousa da Costa, Igor de Jesus Lobato Pompeu Gammarano and Emílio Jose Montero Arruda Filho
Volume: Volume 3
Issues: No 4
Keywords: consumer behavior; civilian building; quantitative analysis; electronic commerce; technology marketing.
Year: 2013
Month: November
Pages: 86-108