Como o E-commerce está reformulando os hábitos de compras: o caso do Studio HS

Abstract

The aim of this article is to analyze how e-commerce is reshaping the purchasing habits of consumers at HS. With the rapid expansion of online commerce, driven by the widespread use of the internet and advancements in digital technologies, a significant transformation in the buying behavior of HS's market segment has been observed. The article seeks to understand consumers' motivations for choosing e-commerce, changes in consumption patterns, and the strategies adopted by traditional retailers (specifically HS) as they adapt to this new reality. The findings include the identification of motivational factors for using e-commerce, an analysis of changes in consumption patterns, an evaluation of the impact of online commerce on consumer loyalty to traditional brands, and an exploration of retailers' adaptation strategies. The research also investigated perceptions of security and reliability in online transactions and identified future trends in e-commerce.