Palavras-chave
comércio eletrônico
marketing digital
Mercado Livre
Como Citar
Resumo
Objetivo – Analisar como as características das plataformas de comércio eletrônico influenciam as vendas online, com foco específico no Mercado Livre e no Echo Dot de quarta geração (Alexa).
Referencial teórico – O estudo se baseia em teorias sobre comércio eletrônico e comportamento do consumidor online, analisando variáveis como reputação do vendedor, preço, eWOM (boca a boca eletrônico), descontos, descrição do produto e disponibilidade.
Metodologia – Foi utilizado um desenho de pesquisa explicativo, empregando métodos mistos e uma abordagem retrospectiva. Um total de 128 listagens de produtos foi analisado por meio de um robusto modelo de regressão de Poisson.
Resultados – O preço, a descrição textual e as unidades disponíveis do produto têm impacto significativo nas vendas online. Por outro lado, a reputação do vendedor, o volume de eWOM e os descontos não demonstraram relação significativa nesse contexto específico.
Implicações praticas e sociais da pesquisa – Este estudo contribui para a literatura sobre comércio eletrônico na América Latina, uma região historicamente pouco estudada. Ele oferece uma perspectiva baseada em variáveis observáveis, complementando estudos anteriores. Entre as implicações práticas, estão estratégias aplicáveis para otimizar a apresentação de produtos, a definição de preços e a gestão de estoques em mercados emergentes, como o da Colômbia.
Originalidade – A pesquisa fornece evidências empíricas sobre a importância relativa de características específicas das plataformas de comércio eletrônico no contexto latino-americano. O enfoque metodológico em variáveis diretamente observáveis oferece uma nova perspectiva à área. Essas descobertas são extremamente valiosas para vendedores e gestores de plataformas de comércio eletrônico que atuam em mercados emergentes.
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