Research consensus about Portuguese consumer's purchase intention through v-commerce: Delphi method

Sara Teixeira

Abstract


Purpose: Despite e-commerce being at its peak motivated by digital transformation and for pandemic reasons that provided its evolution, v-commerce is still in its early days. Therefore, the aim of this study is to identify the determining factors of Portuguese consumer's purchase intention through v-commerce to be an added value for this type of commerce to expand.

Design/methodology/approach: A literature review was carried out where the main factors that influence the adoption/acceptance of v-commerce were identified. To analyse the most important factors, Delphi method was used, with the collaboration of experts being requested so that they could express their opinion on the subject through two rounds of questionnaires.

Findings: The results show that the factors that most influence the consumer's purchase intention are perceived usefulness; perceived ease of use; perceived convenience; satisfaction and security. Also, it was found that v-commerce has an influence on the Portuguese consumer's purchase intention and that a positive attitude towards v-commerce will influence the Portuguese consumer's purchase intention.

Practical implications: There is no study that addresses the issue in the context of the Portuguese consumer. Therefore, this research is relevant for the knowledge of the Portuguese market and for all those interested in the subject, (e.g., business community, researchers, e-commerce professionals).

Originality/value: The investigation aims to know what the determining factors of purchase intention through v-commerce to develop an explanatory model of the Portuguese consumer's purchase intention through v-commerce.

Keywords: V-commerce, consumer, purchase intention, acceptance of technology, virtual commerce, e-commerce.

 

https://doi.org/10.58869/EJABM9(2)/03


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References


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European Journal of Applied Business and Management

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DOI: https://doi.org/10.58869/EJABM

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