Promoção de Compras Online e a sua Percepção entre Estudantes Universitários em Osogbo, Sudoeste da Nigéria
Este artigo explora a perceção dos estudantes universitários sobre a promoção de vendas de compras online. Os investigadores adotaram uma abordagem qualitativa, conduzindo quatro sessões de discussão em grupo de foco (DGF) entre quarenta estudantes selecionados através de técnicas de amostragem propositada e de bola de neve nas duas faculdades da universidade que serviram de cenário para o estudo: Faculdade de Gestão e Ciências Sociais e Faculdade de Ciências Naturais e Aplicadas. O estudo é sustentado pela teoria da perceção do consumidor que explica o comportamento do consumidor através da análise das motivações para as suas decisões de compra e preferências. Os principais resultados revelaram que os estudantes universitários deste estudo confiam na promoção de vendas online e foram ativos em beneficiar dela, ao mesmo tempo que foram influenciados por certos fatores que moldaram a sua perceção das plataformas e promoções de vendas online. Recomenda-se, portanto, que as lojas e os centros comerciais online ofereçam mais comodidade, preço competitivo, variedade de produtos, serviços pós-venda, de forma a atrair mais clientela para os seus produtos.
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