AVALIAÇÃO DOS ESTÍMULOS NA COMPRA ON-LINE DE ALIMENTOS DE SUPERMERCADO COM A APLICAÇÃO DA TEORIA UNIFICADA DA ACEITAÇÃO E USO DA TECNOLOGIA
##plugins.themes.bootstrap3.article.sidebar##
##plugins.themes.bootstrap3.article.main##
Resumo
A pandemia de Covid-19 acelerou a transformação digital no varejo supermercadista, impulsionando o uso de canais on-line como resposta às restrições de isolamento social. Consumidores que anteriormente não realizavam compras de supermercado pela Internet foram estimulados a experimentar essa modalidade, e uma parcela significativa continuou a adotá-la mesmo após o término do isolamento. Esse cenário permeia a problemática deste estudo, sobre quais fatores impactam no comportamento de compra on-line de alimentos no Brasil? Para tal, este estudo buscou investigar quais são os principais fatores que estimulam a compra on-line de alimentos, a luz da Teoria Unificada da Aceitação e Uso da Tecnologia (UTAUT2) como modelo teórico. Para tanto, utilizou-se um questionário estruturado com escala Likert aplicado a uma amostra não probabilística de 187 indivíduos. Os dados foram tratados por meio de Modelagem de Equações Estruturais, no software SMARTPLS®. Os resultados demonstraram que os fatores mais influentes no comportamento de compra são a “expectativa de desempenho” e as “motivações hedônicas”, destacando a conveniência e o prazer da experiência digital como principais impulsionadores, enquanto fatores tecnológicos e sociais mostram influência limitada. Curiosamente, o constructo “condições facilitadoras” mostrou-se irrelevante, sugerindo uma possível evolução do modelo para refletir mudanças no comportamento do consumidor na era digital. Esses achados fornecem insights valiosos para o varejo supermercadista, especialmente para estratégias de desenvolvimento dos canais on-line de vendas de alimentos de categoria supermercadista.
##plugins.themes.bootstrap3.article.details##
Este trabalho está licenciado sob uma licença Creative Commons Attribution 4.0 International License.
Direitos autorais (c) .
Esta obra está licenciada sob uma licença Creative Commons Atribuição 4.0 Internacional.
Referências
ALAIMO, L. S.; FIORE, M.; GALATI, A. “How the COVID-19 pandemic is changing online food shopping human behaviour in Italy”. Sustainability, vol. 12, n. 22, 2020.
AMORIM, P. DEHORATIUS, N. “Online shoppers don't always care about faster delivery”. MIT Sloan Management Review, vol. 63, n. 1, 2021.
ARYANI, D. N. et al. “A study on consumer behaviour: Transition from traditional shopping to online shopping during the COVID-19 pandemic”. International Journal of Applied Business and International Management, vol. 6, n. 2, 2021.
ABCOMM - Associação Brasileira de Comércio Eletrônico. Índices de compras no comércio eletrônico no Brasil. São Paulo: ABComm, 2025. Disponível em: . Acesso em: 12/09/2025.
BEZERRA, I. E. L. et al. “Qualidade de vida entre homens trans idosos durante a pandemia de covid-19: suas representações sociais”. Boletim de Conjuntura (BOCA), vol. 21, n. 62, 2025.
BROWN, S. A.; VENKATESH, V. “Model of adoption of technology in households: A baseline model test and extension incorporating household life cycle”. MIS Quarterly, vol. 29, 2005.
CHILDERS, T. L. et al. “Hedonic and utilitarian motivations for online retail shopping behavior”. Journal of Retailing, vol. 77, n. 4, 2001.
COMPEAU, D. R.; HIGGINS, C. A. “Computer self-efficacy: Development of a measure and initial test”. MIS Quarterly, vol. 19, 1995.
DANNENBERG, P. et al. “Digital transition by COVID‐19 pandemic? The German food online retail”. Tijdschrift Voor Economische en Sociale Geografie, vol. 111, n. 3, 2020.
DAVIS, F. D. “Perceived usefulness, perceived ease of use, and user acceptance of information technology”. MIS Quarterly, vol. 13, 1989.
DAVIS, F. D. et al. “User acceptance of computer technology: A comparison of two theoretical models”. Management Science, vol. 35, n. 8, 1989.
PAIVA, M. H. N. P. et al. “Direito ao arrependimento dos serviços contratados a distância durante a pandemia da covid-19”. Revista Ibero-Americana de Humanidades, Ciências e Educação, vol. 10, n. 10, 2024.
DIAZ-GUTIERREZ, J. M.; MOHAMMADI-MAVI, H.; RANJBARI, A. “COVID-19 impacts on online and in-store shopping behaviors: Why they happened and whether they will last post pandemic”. Transportation Research Record, vol. 2678, n. 12, 2024.
FONSECA, J.; MARTINS, G. Curso de estatística. São Paulo: Editora Atlas, 1996.
FRANK, M. P.; GEORGE, G. “Pilot study on adoption and usage of ai in food processing industry by utaut2”. In: ARORA, P. et al. From Industry 4.0 to Industry 5.0: Mapping the Transitions. Cham: Springer Nature Switzerland, 2023.
GEFEN, D. “E-commerce: the role of familiarity and trust”. Omega, vol. 28, n. 6, 2000.
GUMASING, M. J. J. et al. “Using online grocery applications during the COVID-19 pandemic: their relationship with open innovation”. Journal of Open Innovation: Technology, Market, and Complexity, vol. 8, n. 2, 2022.
HASANOV, J.; KHALID, H. “The impact of website quality on online purchase intention of organic food in Malaysia: A WebQual model approach”. Procedia Computer Science, vol. 72, 2015.
HENG, Y. et al. “Exploring hidden factors behind online food shopping from Amazon reviews: A topic mining approach”. Journal of Retailing and Consumer Services, vol. 42, p. 161-168, 2018.
HUMAN, G.; UNGERER, M.; AZÉMIA, J. “Mauritian consumer intentions to adopt online grocery shopping: An extended decomposition of UTAUT2 with moderation”. Management Dynamics: Journal of the Southern African Institute for Management Scientists, vol. 29, n. 3, 2020.
JONAS, M. S.; BECKMANN, S. C. “Functional foods: Consumer perceptions in Denmark and England”. MAPP Working Paper, n. 55, 1998.
KLEPEK, M.; BAUEROVÁ, R. “Why do retail customers hesitate for shopping grocery online?” Technological and Economic Development of Economy, vol. 26, n. 6, 2020.
KÜHN, F.; LICHTERS, M.; KREY, N. “The touchy issue of produce: Need for touch in online grocery retailing”. Journal of Business Research, vol. 117, 2020.
KUO, R. “Why do people switch mobile payment service platforms? An empirical study in Taiwan”. Technology in Society, vol. 62, 2020.
LAKATOS, E. M.; MARCONI, M. A. Fundamentos de metodologia científica. São Paulo: Editora Atlas. 2001.
LEE, S. W.; SUNG, H. J.; JEON, H. M. “Determinants of continuous intention on food delivery apps: extending UTAUT2 with information quality”. Sustainability, vol. 11, n. 11, 2019.
LEVY, M.; WEITZ, B. A. Retailing management. London: Richard D. Irwin Inc., 2001.
LIMAYEM, M. KHALIFA, M.; FRINI, A. “What makes consumers buy from Internet? A longitudinal study of online shopping”. IEEE Transactions on Systems, Man, and Cybernetics-Part A: Systems and Humans, vol. 30, n. 4, 2000.
MACCHION, L. et al. “International e-commerce for fashion products: what is the relationship with performance?”. International Journal of Retail and Distribution Management, vol. 45, n. 9, 2017.
MALHOTRA, N. K. Pesquisa de marketing: foco na decisão. Porto Alegre: Editora Bookman, 2011.
MILIOTI, C.; PRAMATARI, K.; ZAMPOU, E. “Choice of prevailing delivery methods in e-grocery: a stated preference ranking experimente”. International Journal of Retail and Distribution Management, vol. 49, n. 2, 2021.
MKANSI, M.; ERESIA-EKE, C.; EMMANUEL-EBIKAKE, O. “E-grocery challenges and remedies: Global market leaders perspective”. Cogent Business and Management, vol. 5, n. 1, 2018.
MOORE, G. C.; BENBASAT, I. “Development of an instrument to measure the perceptions of adopting an information technology innovation”. Information Systems Research, vol. 2, n. 3, 1991.
NEUFELD, J. D. et al. “DNA stable-isotope probing”. Nature Protocols, vol. 2, n. 4, 2007.
NGUYEN, T. T. H. et al. “Investigating consumer attitude and intention towards online food purchasing in an emerging economy: An extended TAM approach”. Foods, vol. 8, n. 11, 2019.
OLUMEKOR, M.; SINGH, H. P.; ALHAMAD, I. A. “Online grocery shopping: exploring the influence of income, internet access, and food prices”. Sustainability, vol. 16, n. 4, 2024.
OWUSU KWATENG, K.; OSEI ATIEMO, K. A.; APPIAH, C. “Acceptance and use of mobile banking: an application of UTAUT2”. Journal of Enterprise Information Management, vol. 32, n. 1, 2019.
OZDAMLI, F.ARAGOZLU, D. “Online education during the pandemic: A systematic literature review”. International Journal of Emerging Technologies in Learning, vol. 17, n. 16, 2022.
PRODANOV, C. C.; FREITAS, E. C. Metodologia do trabalho científico: métodos e técnicas da pesquisa e do trabalho acadêmico. Novo Hamburgo: Editora Feevale, 2013.
RADOVILSKY, Z.; HEGDE, V. “Analyzing Consumer Satisfaction of Online Grocery Retailing Process Using Consumer Reviews”. Journal of Supply Chain and Operations Management, vol. 22, n. 1, 2024.
ROSEN, K. T.; HOWARD, A. L. “E-retail: Gold rush or fool's gold?” California Management Review, vol. 42, n. 3, 2000.
SHAHEEN, S. A.; MALLERY, M. A.; KINGSLEY, K. J. “Personal vehicle sharing services in North America”. Research in Transportation Business and Management, vol. 3, 2012.
SHETH, J. “Impact of Covid-19 on consumer behavior: Will the old habits return or die?”. Journal of Business Research, vol. 117, 2020.
SIEGRIST, M.; HARTMANN, C. “Consumer acceptance of novel food technologies”. Nature Food, vol. 1, n. 6, 2020.
SILVA, A. H.; FLORIANO, M. D. P. “Consumo no ambiente digital: Um estudo com usuários do Instagram sobre a comparação social, materialismo e consumo conspícuo”. Revista Ciências Administrativas, vol. 30, 2024.
SINDHAV, B.; BALAZS, A. L. “A model of factors affecting the growth of retailing on the internet”. Journal of Market-Focused Management, vol. 4, n. 4, 1999.
SUBRAMANIAM, S.; ISMAIL, H. H. “Conceptualising an Integration of Web 2.0 (SNS) in teaching English in Malaysian Secondary Schools”. International Journal of Academic Research in Business and Social, vol. 13, 2023.
SUWASONO, E. “Consumer behavior in purchasing products online at the Tokopedia marketplace”. ResearchGate [2020]. Disponível em: . Acesso em: 12/09/2025.
TAMILMANI, K. et al. “The battle of Brain vs. Heart: A literature review and meta-analysis of “hedonic motivation” use in UTAUT2”. International Journal of Information Management, vol. 46, 2019.
TAYLOR, S.; TODD, P. “Assessing IT usage: The role of prior experience”. MIS Quarterly, vol. 19, 1995.
THONG, J. Y. L.; HONG, S.; TAM, K. Y. “The effects of post-adoption beliefs on the expectation-confirmation model for information technology continuance”. International Journal of Human-Computer Studies, vol. 64, n. 9, 2006.
TIAN, X. et al. “A new approach of social media analytics to predict service quality: evidence from the airline industry”. Journal of Enterprise Information Management, vol. 33, n. 1, 2020.
VAN DER HEIJDEN, H. “User acceptance of hedonic information systems”. MIS Quarterly, vol. 28, 2004.
VAN DOORN, J.; VERHOEF, P. C. “Drivers of and barriers to organic purchase behavior”. Journal of Retailing, vol. 91, n. 3, 2015.
VAN DROOGENBROECK, E.; VAN HOVE, L. “Adoption and usage of e-grocery shopping: a context-specific UTAUT2 model”. Sustainability, vol. 13, n. 8, 2021.
VENKATESH, V. et al. “User acceptance of information technology: Toward a unified view1”. MIS Quarterly, vol. 27, n. 3, 2003.
VENKATESH, V.; THONG, J. Y. L.; XU, X. “Consumer acceptance and use of information technology: extending the unified theory of acceptance and use of technology”. MIS Quarterly, vol. 36, 2012.
VERHOEF, P. C.; LANGERAK, F Possible determinants of consumers’ adoption of electronic grocery shopping in the Netherlands”. Journal of Retailing and Consumer Services, vol. 8, n. 5, 2001.
YE, J.; ZHENG, J.; YI, F. “A study on users' willingness to accept mobility as a service based on UTAUT model”. Technological Forecasting and Social Change, vol. 157, 2020.