Análise do comportamento do consumidor em ambientes virtuais em meio à pandemia da Covid-19

Abstract

E-commerce is a segment that has been gaining more and more space over the years, but it gained greater prominence during the COVID-19 pandemic, as isolation emerged and people had to face the quarantine and reinvent themselves, acquiring new habits. Thus, given the exponential growth of the segment, it is necessary to analyze the online consumption behavior in Maceió - AL, as the area lacks studies on the subject, in addition, it will be possible to identify consumers' perspectives on post-pandemic online consumption. Therefore, the present research aims to analyze consumer behavior in virtual environments amid the Covid-19 pandemic, in the city of Maceió - AL, and is based on descriptive and exploratory research, with a quantitative approach. To this end, 389 respondents were surveyed, being over 18 years old and residing in the city of Maceió/AL. The survey results allowed it to analyze that consumers changed their consumption habits with the pandemic, as they also significantly increased consumption and have good expectations with online shopping even after the pandemic.