CASHBACK E O E-COMMERCE BRASILEIRO: UMA ABORDAGEM QUANTITATIVA PARA ANÁLISE DOS USUÁRIOS DA FERRAMENTA
DOI:
https://doi.org/10.56238/revgeov16n5-166Palavras-chave:
E-commerce, Cashback, Programas de Recompensas, Marketing Digital, UTAUT 2Resumo
O presente trabalho avalia que os programas de Cashback possuem um elevado potencial de uso para as empresas com o objetivo de atrair e fidelizar mais clientes através desse sistema de recompensas. Nesta pesquisa foi apresentado o conceito e alguns exemplos dessa ferramenta, que é relativamente nova no cenário brasileiro. Foi utilizada a abordagem quantitativa do modelo UTAUT2, que utiliza conceitos e similaridades empíricas para responder as hipóteses. Também foi utilizada a Modelagem de Equações Estruturais (MEV) para análise da amostra. Esta técnica é baseada em mínimos quadrados parciais (PLS-SEM). As avaliações dos modelos de medição e do modelo estrutural foram determinantes para responder as hipóteses levantadas nos constructos apresentados, que buscavam entender quais fatores influenciavam positivamente os consumidores a usarem os programas de Cashback. Condições facilitadoras, Motivações Hedônicas e Aspectos comportamentais apresentaram-se como os mais importantes para alavancar a intenção de uso dos programas de Cashback, respondendo positivamente e corroborando as hipóteses que foram apresentadas em seus respectivos constructos.
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