Fatores determinantes da intenção de compra de pequenos eletrodomésticos no Mercado Livre

Abstract

E-commerce for small appliances has shown significant growth in Brazil, particularly on marketplace platforms such as Mercado Livre. This scenario reflects the consolidation of the digital environment as a key consumer channel, where various factors influence consumer purchasing behavior. Against this backdrop, this study analyzes the elements impacting purchase intention in this context. The research aims to analyze the factors influencing the intention to purchase small appliances on the Mercado Livre platform. Regarding methodology, this is applied research with a qualitative approach and a descriptive nature; it is based on a literature review of prior studies on e-commerce, consumer behavior, and marketplaces, enabling the analysis of various variables that influence the purchase decision process. The results indicate that consumer purchase intention is influenced by multiple interconnected factors. Key factors include payment terms, shipping and logistics, as well as trust-related aspects such as user reviews, seller reputation, and warranty policies. It was observed that the integration of these elements plays a decisive role in consumers' perception of value and their purchasing decisions within marketplace environments.