The usability evaluation of e-commerce provided by generation z consumers: a case study in the city of Marilândia, Espírito Santo state, Brazil
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Abstract
The e-commerce has become a dominate strength in the retail commerce because of the fast evolution of information technology and the strong existence of generation Z in this market. The purpose of this study is to identify the key factors that influence to consumers of this generation choosing to buy online, to understand the purchasing decision process when they are buying online and to evaluate the usability of this tool in the purchasing process. This research is classified as quantitative, exploratory and applied, with a non-probabilistic sample for convenience and the data were obtained through the application of questionnaire made by the author. After analyzing the results, it was verified that aspects such as price, ease and product diversification are valued by generation Z consumers who lives in the city of Marilândia, Espírito Santo state. Moreover, the results explain the high level of satisfaction, the preference to purchasing online and a positive view of this experience. It is very important to the companies that use e-commerce as a sales tool to understand the behavior and preferences of generation Z consumers to be successful in this market. No doubt, the e-commerce is the present and the future of retail commerce, and its understanding is essential for the success of any business.
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