A INFLUÊNCIA DA SINALIZAÇÃO DE WEBSITES NA QUALIDADE PERCEBIDA E INTENÇÃO DE COMPRA EM SERVIÇOS NA INTERNET
Keywords:
Serviços, Sinalização, Websites, Intenção de Compra, Qualidade PercebidaAbstract
Este artigo tem como objetivo verificar a influência da sinalização de websites na qualidade percebida e na intenção de compra de serviços na internet. Para isso, um experimento foi conduzido a partir da definição de uma empresa fictícia de serviços e do desenvolvimento de websites com diferentes níveis de qualidade e investimento. Os canais digitais foram acessados, o serviço analisado e, posteriormente, avaliado. Resultados provenientes de ANOVA e testes de correlação confirmaram que a plataforma digital tem força de sinalização e influência sobre a qualidade percebida e intenção de compra de um consumidor que julga um serviço on-line.
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