Physical and virtual stores: aspects that influence the consumer

Abstract

The study aims to examine consumer behavior in physical and virtual stores and the aspects that influence this behavior. To this end, a questionnaire was applied to 429 consumers. Consumers of physical stores value product quality, check promotions, are concerned about finances, appreciate the presence of salespeople, and prefer flexible hours. Aspects of lesser importance include the environment, parking, and convenience. Most consumers who do not shop in virtual stores argue that they lack security and that the product takes too long to arrive. Through Factor Analysis, the aspects related to virtual store consumers were analyzed, revealing two factors which indicate that consumer purchase decisions are directly related to social pressure and the opinions of other consumers. They also consider innovations and trends, as well as the ease of use of the website.

Key words: decision making; consumers; online stores; digital influencers; entrepreneurs.