Conditioning Factors of Innovation in the Internet Purchase Behavior

Fernando Colmenero Ferreira, Elisabete Magalhães Serra


The several discussions about the electronic commerce and their implications encourage as much the companies as the consumers. However, more important than the quantification of the phenomenon, it the understanding of itself, as the Internet can be assumed as a business tool with positive repercussions in the businesses, as well as the potential market was transactions can be realized.
In this study, we tried to identify the most relevant factors in the configuration and presentation of the offer whose impacts allow to unchain a certain purchase decision, as well as, to verify the relationship among the degree of entertainment, pleasure/easy to use and implication/involvement with the information of each Website and the adoption of purchase innovators' behaviors.

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