INVESTIGATING THE COLLECTIVE ONLINE purchase PHENOMENON: FACTORS AFFECTING THE SHOPPING INTENSITY

Abstract

The collective online shopping is a recent phenomenon in Brazil whose objective is to sell products and services for a minimum number of consumers. This study aims to investigate whether the intensity of collective online shopping is influenced by the aspects consumer interest in online collective shopping, impulse buying and insecurity. The data collection was based on a questionnaire with closed questions with multiple choices and a 5-point Likert scale.The final sample is composed of 143 respondents. Data was analyzed through the following statistic techniques: exploratory data analysis, exploratory factor analysis, reliability analysis, and logistic regression. The results suggest that people more interest in collective shopping are more likely to make collective shopping. People who feel greater insecurity in navigating the website is less likely to make collective shopping. It was observed that there is no a positive relationship between impulse shopping and collective purchasing. Some limitations include the number of constructs and sample characteristics.

Keywords

• Intensity
• Collective online purchase
• Interest
• Impulse
• Insecurity