O impacto das mídias sociais na lealdade do e-commerce na perspectiva dos consumidores

Abstract

The impact of social media on e-commerce loyalty is profound. The Internet has evolved from a communication and information tool to an important platform for purchasing goods. Social media now serves as vital bridges between customers and, surpassing traditional methods of communication becoming business channels. The aim is to understand the impact that social media has on the loyalty of e-commerce from the consumer perspective. This is a survey with a descriptive approach using to collect quantitative data from 108 participants conducted between May and June 2023. The research focused on the dimensions of e-commerce: utility, ease of use, cost, technology adoption and social media marketing. The survey type questionnaire was based on previous surveys. The Structural Equation Modeling (SEM) implemented with the Smart PLS software was used to analyze data and test hypotheses, enabling the exploration of relationships between social media, e- commerce dimensions and consumer loyalty. The results indicate that the dimensions that most influence each other are the perceived ease of use, perceited cost and social media marketing, such combined dimensions provide the generation of loyalty in the e-commerce customer. Furthermore, it has been found that the adoption of technology, in terms of data security and platform choice, although important in the e-market, is the first factor influencing consumers to use the Internet as their shopping environment.