DETERMINANTS OF E-COMMERCE PURCHASE INTENT AMONG BRAZILIAN FEMALE FASHION CONSUMERS

Companies increasingly seek to adapt to the digital world, winning customers without geographical barriers. From this context, the present study aims to analyze the reasons that affect their purchase decision in e-commerce. From a methodological point of view, a descriptive exploratory research was carried out, using bibliographic and field research as methods, using the questionnaire as the collection technique. Such research presented the profile of consumers, identified as women, mostly between 21 and 30 years old, who value to follow their own style with quality and affordable price and make use mainly of the Instagram tool to view fashion products. It was also identified which are the most important variables that lead to satisfaction in the online shopping experience, the fundamental items that lead consumers to buy again and also the importance of offering products electronically.