Comercio Electrónico Y Comportamiento De Compra De Electrodomésticos: Una Revisión A La Literatura
DOI:
https://doi.org/10.17268/sciendo.v28n4.028Palavras-chave:
Comercio electrónico, comportamiento del consumidor, retail digital, compras online, transformación digitalResumo
El estudio tuvo como propósito examinar cómo la pandemia de COVID-19 impactó la relación entre el comercio electrónico y los hábitos de compra en el sector retail. Para ello, se llevó a cabo una revisión sistemática de estudios académicos publicados entre 2020 y 2025, empleando bases de datos reconoci-das como Scopus, Web of Science y ScienceDirect. La investigación incluyó el análisis de 45 artículos que cumplían con los criterios de inclusión definidos. Los hallazgos muestran que la pandemia actuó como catalizador para la adopción masiva del e-commerce, modificando de forma duradera los patro-nes de comportamiento de los consumidores. Entre los factores clave identificados se destacan la con-veniencia, la percepción de seguridad, la experiencia del usuario y la confianza en los entornos digita-les, elementos decisivos en las elecciones de compra online. En conclusión, el comercio electrónico ha emergido como el principal canal dentro del retail, demandando estrategias omnicanal que respondan a las exigencias cada vez más sofisticadas de los consumidores digitales.
Downloads
Referências
Akter, S., Dwivedi, Y. K., Sajib, S., Biswas, K., Bandara, R. J., & Michael, K. (2022). Algorithmic bias in machine learning-based marketing models. Journal of Business Research, 144, 201-216. https://doi.org/10.1016/j.jbusres.2022.01.083
Alavi, S., Rezaei, S., Valaei, N., & Wan Ismail, W. K. (2021). Examining shopping mall consumer deci-sion-making styles, satisfaction and purchase intention during the COVID-19 pandemic. Journal of Re-tailing and Consumer Services, 61, 102599. https://doi.org/10.1016/j.jretconser.2021.102599
Aziz, N., Narwal, P., & Anand, S. (2023). Omnichannel and consumer behavior: A systematic literature review and future research directions. International Journal of Retail & Distribution Management, 51(5), 606-631. https://doi.org/10.1108/IJRDM-07-2022-0251
Bhatti, A., Akram, H., Basit, H. M., Khan, A. U., Raza, S. M., & Naqvi, M. B. (2020). E-commerce trends during COVID-19 pandemic. International Journal of Future Generation Communication and Network-ing, 13(2), 1449-1452.
Blázquez, M. (2014). Fashion shopping in multichannel retail: The role of technology in enhancing the customer experience. International Journal of Electronic Commerce, 18(4), 97-116. https://doi.org/10.2753/JEC1086-4415180404
Cao, Y., Ajjan, H., Hong, P., & Le, T. (2021). Using social media for competitive business outcomes: An empirical study of companies in China. Journal of Advances in Management Research, 18(2), 211-235. https://doi.org/10.1108/JAMR-03-2020-0036
Dannenberg, P., Fuchs, M., Riedler, T., & Wiedemann, C. (2020). Digital transition by COVID‐19 pan-demic? The German food online retail. Tijdschrift voor Economische en Sociale Geografie, 111(3), 543-560. https://doi.org/10.1111/tesg.12453
Dospinescu, O., Dospinescu, N., & Bostan, I. (2022). Determinants of e-commerce satisfaction: A com-parative study between Romania and Moldova. Kybernetes, 51(11), 3392-3413. https://doi.org/10.1108/K-03-2021-0197
Eriksson, N., Rosenbröijer, C. J., & Fagerstrøm, A. (2023). Sustainable last-mile logistics in e-commerce: Exploring consumer attitudes and purchase intentions. International Journal of Physical Distribution & Logistics Management, 53(7/8), 892-912. https://doi.org/10.1108/IJPDLM-01-2022-0028
Gerea, C., Gonzalez-Lopez, F., & Herskovic, V. (2021). Transformations in the retail industry: The ef-fects of the pandemic. IEEE Access, 9, 140222-140237. https://doi.org/10.1109/ACCESS.2021.3119632
Ghane, S., Fathian, M., & Gholamian, M. R. (2021). Full relationship among e-satisfaction, e-trust, e-service quality, and e-loyalty: The moderating role of personality traits. Journal of Internet Commerce, 20(1), 1-31. https://doi.org/10.1080/15332861.2020.1835372
Haleem, A., Javaid, M., Qadri, M. A., Singh, R. P., & Suman, R. (2022). Artificial intelligence (AI) appli-cations for marketing: A literature-based study. International Journal of Intelligent Networks, 3, 119-132. https://doi.org/10.1016/j.ijin.2022.08.005
Hao, N., Wang, H. H., & Zhou, Q. (2020). The impact of online grocery shopping on stockpile behavior in Covid-19. China Agricultural Economic Review, 12(3), 459-470. https://doi.org/10.1108/CAER-04-2020-0064
Hashem, T. N. (2020). Examining the influence of COVID-19 pandemic on consumer behavior. Journal of Southwest Jiaotong University, 55(3), 1-10. https://doi.org/10.35741/issn.0258-2724.55.3.45
Hossain, M. S., Zhou, X., & Rahman, M. F. (2021). Examining the impact of QR-code based mobile payment systems on customer purchase intention. International Journal of Engineering Business Man-agement, 13, 1-13. https://doi.org/10.1177/18479790211040224
Jain, V., Malviya, B., & Arya, S. (2021). An overview of electronic commerce (e-commerce). Journal of Contemporary Issues in Business and Government, 27(3), 665-670.
Jiang, C., Rashid, R. M., & Wang, J. (2019). Investigating the role of social presence dimensions and information support on consumers' trust and shopping intentions. Journal of Retailing and Consumer Services, 51, 263-270. https://doi.org/10.1016/j.jretconser.2019.06.007
Jocevski, M. (2020). Blurring the lines between physical and digital spaces: Business model innovation in retailing. California Management Review, 63(1), 99-117. https://doi.org/10.1177/0008125620953639
Katawetawaraks, C., & Wang, C. L. (2021). Online shopper behavior: Influences of online shopping decision. Asian Journal of Business Research, 1(2), 66-74.
Kirk, C. P., & Rifkin, L. S. (2020). I'll trade you diamonds for toilet paper: Consumer reacting, coping and adapting behaviors in the COVID-19 pandemic. Journal of Business Research, 117, 124-131. https://doi.org/10.1016/j.jbusres.2020.05.028
Koch, J., Frommeyer, B., & Schewe, G. (2020). Online shopping motives during the COVID-19 pandem-ic—Lessons from the crisis. Sustainability, 12(24), 10247. https://doi.org/10.3390/su122410247
Kumar, V., & Ayodeji, O. G. (2021). E-retail factors for customer activation and retention: An empirical study from Indian e-commerce customers. Journal of Retailing and Consumer Services, 59, 102399. https://doi.org/10.1016/j.jretconser.2020.102399
Laato, S., Islam, A. N., Farooq, A., & Dhir, A. (2020). Unusual purchasing behavior during the early stages of the COVID-19 pandemic: The stimulus-organism-response approach. Journal of Retailing and Consumer Services, 57, 102224. https://doi.org/10.1016/j.jretconser.2020.102224
Lee, S. H. (2022). Social commerce and live streaming commerce: Emerging trends in retail. Journal of Business Research, 148, 27-38. https://doi.org/10.1016/j.jbusres.2022.04.034
Li, J., Kim, W. G., & Choi, H. M. (2021). Effectiveness of social media marketing on enhancing perfor-mance: Evidence from a casual-dining restaurant setting. Tourism Management, 85, 104304. https://doi.org/10.1016/j.tourman.2021.104304
Lim, W. M., Kumar, S., Pandey, N., Rasul, T., & Gaur, V. (2023). From direct marketing to interactive marketing: A retrospective review of the Journal of Research in Interactive Marketing. Journal of Re-search in Interactive Marketing, 17(2), 232-256. https://doi.org/10.1108/JRIM-11-2021-0241
Liu, Y., Li, H., & Hu, F. (2021). Website attributes in urging online impulse purchase: An empirical in-vestigation on consumer perceptions. Decision Support Systems, 55(3), 829-837. https://doi.org/10.1016/j.dss.2013.04.001
McLean, G., & Wilson, A. (2019). Shopping in the digital world: Examining customer engagement through augmented reality mobile applications. Computers in Human Behavior, 101, 210-224. https://doi.org/10.1016/j.chb.2019.07.002
Mehta, S., Saxena, T., & Purohit, N. (2020). The new consumer behaviour paradigm amid COVID-19: Permanent or transient? Journal of Health Management, 22(2), 291-301. https://doi.org/10.1177/0972063420940834
Nabity-Grover, T., Cheung, C. M. K., & Thatcher, J. B. (2020). Inside out and outside in: How the COVID-19 pandemic affects self-disclosure on social media. International Journal of Information Man-agement, 55, 102188. https://doi.org/10.1016/j.ijinfomgt.2020.102188
Nguyen, M. H., Armoogum, J., & Nguyen Thi, B. (2021). Factors affecting the growth of e-shopping over the COVID-19 era in Hanoi, Vietnam. Sustainability, 13(16), 9205. https://doi.org/10.3390/su13169205
Pantano, E., Pizzi, G., Scarpi, D., & Dennis, C. (2020). Competing during a pandemic? Retailers' ups and downs during the COVID-19 outbreak. Journal of Business Research, 116, 209-213. https://doi.org/10.1016/j.jbusres.2020.05.036
Papagiannidis, S., See-To, E., & Bourlakis, M. (2020). Virtual test-driving: The impact of simulated products on purchase intention. Journal of Retailing and Consumer Services, 23, 15-22. https://doi.org/10.1016/j.jretconser.2014.11.010
Piotrowicz, W., & Cuthbertson, R. (2014). Introduction to the special issue: Information technology in retail. International Journal of Electronic Commerce, 18(4), 5-16. https://doi.org/10.2753/JEC1086-4415180400
Pizzi, G., Scarpi, D., Pichierri, M., & Vannucci, V. (2019). Virtual reality, real reactions?: Comparing consumers' perceptions and shopping orientation across physical and virtual-reality retail stores. Com-puters in Human Behavior, 96, 1-12. https://doi.org/10.1016/j.chb.2019.02.008
Qalati, S. A., Yuan, L. W., Khan, M. A. S., & Anwar, F. (2021). A mediated model on the adoption of social media and SMEs' performance in developing countries. Technology in Society, 64, 101513. https://doi.org/10.1016/j.techsoc.2020.101513
Rahman, M. A., Islam, M. A., Esha, B. H., Sultana, N., & Chakravorty, S. (2020). Consumer buying be-havior towards online shopping: An empirical study on Dhaka city, Bangladesh. Cogent Business & Management, 7(1), 1723361. https://doi.org/10.1080/23311975.2020.1723361
Rane, N., Choudhary, S., & Rane, J. (2023). Artificial intelligence (AI) and internet of things (IoT) in e-commerce: A comprehensive review. SSRN Electronic Journal. https://doi.org/10.2139/ssrn.4624267
Rigby, D. (2021). The future of shopping. Harvard Business Review, 89(12), 65-76.
Roggeveen, A. L., & Sethuraman, R. (2020). How the COVID-19 pandemic may change the world of retailing. Journal of Retailing, 96(2), 169-171. https://doi.org/10.1016/j.jretai.2020.04.002
Sayyida, S., Hartini, S., Gunawan, S., & Humaira, I. (2021). The impact of the COVID-19 pandemic on retail consumer behavior. Aptisi Transactions on Management, 5(1), 79-88. https://doi.org/10.33050/atm.v5i1.1497
Sharma, A., Dwivedi, Y. K., Arya, V., & Siddiqui, M. Q. (2021). Does SMS advertising still have rele-vance to increase consumer purchase intention? A hybrid PLS-SEM-neural network modelling ap-proach. Computers in Human Behavior, 124, 106919. https://doi.org/10.1016/j.chb.2021.106919
Sheth, J. (2020). Impact of COVID-19 on consumer behavior: Will the old habits return or die? Journal of Business Research, 117, 280-283. https://doi.org/10.1016/j.jbusres.2020.05.059
Silva, S. C., Duarte, P., Sundetova, A., & Martins, J. M. (2023). Omnichannel approach: Factors affect-ing consumer acceptance. Journal of Retailing and Consumer Services, 70, 103114. https://doi.org/10.1016/j.jretconser.2022.103114
Soto-Acosta, P. (2020). COVID-19 pandemic: Shifting digital transformation to a high-speed gear. In-formation Systems Management, 37(4), 260-266. https://doi.org/10.1080/10580530.2020.1814461
Sun, Y., Shao, X., Li, X., Guo, Y., & Nie, K. (2019). How live streaming influences purchase intentions in social commerce: An IT affordance perspective. Electronic Commerce Research and Applications, 37, 100886. https://doi.org/10.1016/j.elerap.2019.100886
Tran, L. T. T. (2021). Managing the effectiveness of e-commerce platforms with a logistics perspective. International Journal of Logistics Research and Applications, 24(5), 534-552. https://doi.org/10.1080/13675567.2020.1762079
Tyrväinen, O., Karjaluoto, H., & Saarijärvi, H. (2020). Personalization and hedonic motivation in creat-ing customer experiences and loyalty in omnichannel retail. Journal of Retailing and Consumer Ser-vices, 57, 102233. https://doi.org/10.1016/j.jretconser.2020.102233
Verhoef, P. C., Kannan, P. K., & Inman, J. J. (2015). From multi-channel retailing to omni-channel re-tailing: Introduction to the special issue on multi-channel retailing. Journal of Retailing, 91(2), 174-181. https://doi.org/10.1016/j.jretai.2015.02.005
Wang, Y., Hong, A., Li, X., & Gao, J. (2020). Marketing innovations during a global crisis: A study of China firms' response to COVID-19. Journal of Business Research, 116, 214-220. https://doi.org/10.1016/j.jbusres.2020.05.029
Wongkitrungrueng, A., & Assarut, N. (2020). The role of live streaming in building consumer trust and engagement with social commerce sellers. Journal of Business Research, 117, 543-556. https://doi.org/10.1016/j.jbusres.2018.08.032
Xu, X., Wu, J. H., & Li, Q. (2020). What drives consumer shopping behavior in live streaming com-merce? Journal of Electronic Commerce Research, 21(3), 144-167.
Zhang, M., Sun, L., Qin, F., & Wang, G. A. (2021). E-service quality on live streaming platforms: Swift guanxi perspective. Journal of Services Marketing, 35(3), 312-324. https://doi.org/10.1108/JSM-01-2020-0009
Zhao, Y., & Bacao, F. (2020). What factors determining customer continuingly using food delivery apps during 2019 novel coronavirus pandemic period? International Journal of Hospitality Management, 91, 102683. https://doi.org/10.1016/j.ijhm.2020.102683
Downloads
Publicado
Edição
Seção
Licença
Direitos autorais (c) 2026 Carlos Guevara, Denis Guarniz
Este trabalho está licenciado sob uma licença Creative Commons Attribution 4.0 International License.
