O comportamento do consumidor no feedback das compras online

Abstract

This study aims to study consumer behavior in online shopping feedback, with the aim of investigating the influence of users and digital influencers on consumer choices. With the emergence of the Internet, social networks emerged as a means of communication, facilitating interaction between consumers and digital influencers, increasing customer relationships with companies and other users. The method used for the research was quantitative. The following constructs were used for the analyses: Self-connection, Word-ofMouth, User-Generated Content (UGC), Purchase Intention, Trust, and the role of digital influencers in society. Data collection was carried out through an online questionnaire with closed questions. The research showed that more people agreed than disagreed with the constructs presented in relation to digital influencers and their behavior in response to online shopping feedback. It was also observed that social networks play an important role in customer-to-customer interaction through sharing, positive or negative comments, and experiences about a given product/service.