ABSTRACT
This paper aims to propose an approach to evaluate the quality of online shopping services in times of pandemic COVID-19, from the ordering of quality attributes taking into account customers' perception. The proposed approach was developed from a structured questionnaire containing 25 quality attributes adapted from the E-S-QUAL model and applied to consumers of online shopping services. Fuzzy set theory was used in the approach to simplify the subjectivity of human judgment, along with the extension of Technique for Order Performance by Similarity to Ideal Solution (TOPSIS). Therefore, this research was classified as applied, exploratory, quantitative and survey. To achieve the research objective, 819 questionnaires were collected. Among the main findings, it is highlighted that the attributes "product availability", "products with excellent quality", "confidence in online shopping processes" and "ease of buying online" were the ones that presented the best perceptions of quality by the respondents. At the other end, the attributes "opinion sharing on social networks", "buying online is a good option when you have little time", "distraction in online shopping searches" and "shopping online is a pleasure" showed the highest level of dissatisfaction with the service. Thus, this article highlights the importance of online shopping services in times of the pandemic caused by COVID-19, and its main contribution and originality is the development of an approach that aims to support the decision-making process, establishing strategic actions for the continuous improvement of online shopping services with the reduction of subjectivity in customer perception and with successive refinements.
ABSTRACT
Essa pesquisa investiga quais os determinantes sobre a intenção de compras on-line na região do sertão central pernambucano. Utilizando-se uma abordagem metodológica quantitativa de natureza descritiva com modelos de regressão logística e múltipla linear evidencia-se a escolaridade, a renda e ser das gerações y e z apresentam uma associação positiva em relação à intenção de compras on-line na região do sertão central pernambucano. Quanto a repetição de compra on-line na região destaca-se o determinante detenção de valores utilitários, sugerindo que os empreendedores locais percebam a importância do e - commerce em seu plano de negócios.Alternate :This research investigates what are the determinants of on-line shopping intention in the central region of Pernambuco. Using a methodological approach alternatively with models of a positive nature and a linear functional and multifunctional nature, income and the generation of associations related to the intention of on-line purchases in the region of Pernambuco. As for repeat purchases on-line in the region, the determinant of holding high values is, suggesting that local companies adjust to their business importance plan.