Utilização de plataformas globais por grupos locais de comércio
 eletrônicoum estudo exploratório

Resumo

Purpose – This study aims to understand the behavior and motivations of participants of the global Facebook® platform in groups of local exchanges, nominated according to the place of residence of its members. The research intends to demonstrate the commercial and social relationship existing in these groups, where one can buy or even make exchanges with the intention of doing with people geographically close. Methodology – The present study has a qualitative exploratory nature, with focus groups and netnography of the online communities “Joga Pra Rolo Méier” and “Joga Pra Rolo Jacarepaguá”. Focus group responses as well as in-depth interviews will be dealt with through discourse analysis methodology. Results – It was verified that although in spite of having a large number of participants, the interaction between them is low and the groups have fragile processes and do not guarantee the proximity suggests by the name of the neighborhood in the title of the group. There are several opportunities for growth of commercial relations within the groups, provided that with guarantees that convey security to the participants. Limitations – Future research may go into specific segments to understand dynamics in the interests of the consumer, as well as in other communities that have other identification factors than the place of residence of the participants. Practical implications – From the study of this sample, it is hoped to devise new understandings that reveal opportunities for connections between local, global and physical groups that foster new horizons in these commercial relations and opportunities for companies and even small e-commerce investors. Originality – According to the information we obtained and bibliographic research, this study detailed the profile of the communities investigated producing knowledge about the dynamics and motivations that involve them, weaknesses in the processes and opportunities for improvement.

Ficha do documento

Tipo

Dissertação

Ano

2018

Instituição

Fundação Getulio Vargas

Fonte

Repositório da FGV

Idioma

Português

Acesso

Não informado

Identificador

oai:repositorio.fgv.br:10438/26093

Palavras-chave

InternetComércio On-lineRiscosComunidade On-lineOnline commerceRisksOnline CommunityAdministração de empresasComércio eletrônicoRedes sociais on-lineInternet - Sistemas de segurança