Comportamento de recompra no comércio eletrônico transfronteiriço: uma análise por meio dos dados das remessas postais

• Ano de defesa: 2024
• Autor(a) principal: Barbosa, Breno Augusto de Paula
• Orientador(a): Silva, Ana Paula Bernardi da
• Tipo de documento: Dissertação
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Universidade Católica de Brasília
• Programa de Pós-Graduação: Programa Stricto Sensu em Governança, Tecnologia e Inovação
• Departamento: Escola de Educação, Tecnologia e Comunicação
• País: Brasil
• Palavras-chave em Português: Comércio eletrônico transfronteiriço; CBEC; Serviços logísticos; Comportamento de recompra; CRISP-DM
• Palavras-chave em Inglês: Cross-border e-commerce; Logistic services; Repurchase behavior
• Área do conhecimento CNPq: CNPQ::CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO
• Link de acesso: https://bdtd.ucb.br:8443/jspui/handle/tede/3506

Cross-border e-commerce (CBEC) offers attractive opportunities for consumers, such as competitive prices and a wide variety of products. The main difference between CBEC and traditional commerce lies in the distance that separates buyers from suppliers. CBEC platforms are adopting various strategies to reduce this distance, such as offering websites in different languages, personalizing the customer experience, and simplifying the search and comparison of products and suppliers. However, CBEC faces challenges, such as language barriers, delivery costs, tax and regulatory issues. The quality of logistic services is a crucial factor in differentiating the customer experience in CBEC, and companies need to understand and meet the logistical needs of customers to stand out in the market. This study aimed to identify aspects of the repurchase behavior of consumers in the Federal District in this segment through the analysis of international postal shipments of the Packet Standard service, using the multiple ordinary least squares (OLS) regression technique, following the CRISP-DM database knowledge discovery structure. Through bibliographic analysis, the aspects that inhibit or drive the consumer repurchase process in CBEC were identified. The identification of these aspects allowed for the analysis, considering the literature, of the results obtained in the data mining process based on the CRISP-DM method, which established a framework for the project. The results reaffirmed that logistics is a relevant factor in repurchase behavior, while the incidence of taxes deters repeat consumption.