Name: EMANUEL DAS CHAGAS SALES

Publication date: 31/10/2017
Advisor:

Namesort descending Role
EMANUEL RODRIGUES JUNQUEIRA DE MATOS Advisor *

Examining board:

Namesort descending Role
TERESA CRISTINA JANES CARNEIRO Internal Examiner *

Summary: The purpose of this study was to analyze the effect of site quality on the relationship between wine attributes and perceived risk in online wine purchases, and to analyze its effect on the relationship between perceived risk in online wine purchases and the online wine repurchase
intention. The interest in this theme came first because the consumption of wines in Brazil has shown a substantial growth in recent years, assuming that it is a rapidly expanding market segment and due to the increasing use of the internet as an alternative channel of purchases of
this product, which presents peculiarities, from the purchase decision process to its consumption. Based on the literature review, the conceptual model of this study was elaborated, as well as the
questionnaire used to verify if the theoretical relationships would be confirmed in the sample selected for this study. The data collection were done by sending the questionnaire, by e-mail, to a sample composed of 5,200 potential respondents, all users of one of the largest e-commerce
wines in the world. Three hundred and seventy-six responses were collected in September 2017, which were subjected to multivariate analysis using the structural equation modeling technique
in the PLS-PM package using software R. The results showed that the attributes of the wine did not present statistical significance in relation to the perceived risk in online wine purchases. On the other hand, there is evidence that the perceived risk in online wine purchases negatively
affects the online wine repurchase intention. Finally, no evidence was found to support the moderating effect of site quality on the relationships observed in this study. The results of this research were discussed and, at the end, its limitations and some suggestions for future research are presented.

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