ABSTRACT
In an environment characterized by turmoil and unpredictability, by the digital transition and transformation, and by the economic and social effects caused by the global public crisis (COVID19), this study aims to analyze the motivations for using the internet and making online purchases, identifying the perceived benefits and consumer satisfaction. For this, an exploratory study with descriptive design was carried out, through the administration of a questionnaire (google forms). 385 consumers responded. The data show that there are significant differences between groups (buyers and non-buyers) in terms of motivation, perceptions of benefits and satisfaction. The use of online shopping platforms fosters a relationship that favors efficiency and enhances feelings of control and freedom in purchasing behavior. The experiences lived through technological intermediation, given the possibility of interaction and personalization, add value to brands, create an innovative identity, while contributing to obtaining a memorable and satisfying experience. © 2023, ICST Institute for Computer Sciences, Social Informatics and Telecommunications Engineering.