Made available in DSpace on 2016-04-25T16:44:17Z (GMT). No. of bitstreams: 1 Vinnicius Lopes Ramos Vieira.pdf: 1425135 bytes, checksum: a110b219163b282218654b10aef75f56 (MD5) Previous issue date: 2010-12-14 / This paper aims to investigate, evaluate, and expose topics related to Chinese car maker s internationalization movements, its consequences to consumer behavior and the influence of the country of origin factor in purchase decision-making. This study is justified by the Chinese car offering growth in the Brazilian market. For such, the theoretical basis relied on the systemic structure of internationalization methods proposed by the Uppsala School (U-model), developed by Uppsala University professors Johanson and Wiedersheim-Paul (1975) and Johansson and Vahlne (1977), on the purchase process systemic, proposed by Engel, Blackwell, and Miniard (2000), and on the country of origin influence proposed by Schooler (1965). In the field of research, it was investigated through quantitative method how the Brazilian car purchaser manages the decision-making process, identifying which factors come into play at the good s acquisition, passing by the need recognition, information search, option evaluation, purchase, use, and post-purchase behavior steps, in addition to evaluate how the country of origin China affects the decision-making process. At the end of this paper, it was proposed a survey about the consumer perception about large Chinese organization efforts to provide consumer goods with high-quality standards to the world. The sample has 361 respondents evaluating the proposed questions. The results show that the perception of China positioning as a car maker with competitive prices and quality improvement is building. The country of origin China is still a barrier to sales growth, however due to Chinese car industry track record and development perspectives, as well as its internationalization, they will have a pivotal role in the rearrange of the car making global map / Esta dissertação teve por objetivo investigar, avaliar e expor questões relacionadas aos movimentos de internacionalização das montadoras automobilísticas chinesas para o Brasil, as consequências para o comportamento do consumidor e a influência do fator país de origem no processo decisório de compra. O estudo justifica-se pelo crescimento da oferta de automóveis chineses no mercado brasileiro. Para tanto, a fundamentação teórica baseou-se na estruturação sistêmica dos movimentos de internacionalização proposta pelo modelo da Escola de Uppsala (U-model), desenvolvida pelos professores da Universidade de Uppsala, Johanson e Wiedersheim-Paul (1975) e Johansson e Vahlne (1977), na sistêmica do processo de compra, proposta por Engel, Blacwell e Miniard (2000) e na influência do país de origem (Country of Origin) proposta por Schooler (1965). Na pesquisa de campo, investigou-se a forma quantitativa, como o consumidor brasileiro do bem automóvel administra o processo de decisão de compra, identificando quais os fatores que influenciam a compra do bem, passando pelas etapas de reconhecimento da necessidade, busca da informação, avaliação das alternativas, compra, consumo e comportamento pós-compra, além de avaliar como o país de origem China influencia o processo decisório; ao final, foi proposto um levantamento sobre a percepção dos consumidores em relação aos esforços das organizações chinesas para oferecer ao mundo bens de consumo com elevados padrões de qualidade. A amostra teve 361 respondentes que avaliaram as questões propostas. Os resultados obtidos indicam a percepção do posicionamento da China como um fabricante de automóveis com preço competitivo e com uma melhora crescente da qualidade. O país de origem China ainda é um entrave ao aumento das vendas, porém, pelo histórico e perspectivas de desenvolvimento da indústria automobilística chinesa e sua internacionalização, eles terão papel central na reorganizarão do mapa global de produção de automóveis

Purpose: The purpose of the paper is to find solutions to increase the purchase intention of HIP’s and encourage Generation Z to influence todays’ customers to buy online as well as to purchase in future online when they become relevant customers in the new-car market, and to enable car manufacturers to use the potential of increased margins and sales, of online shopping in the car industry. Design/Methodology/Approach: The structure was followed by a deductive approach. Moreover, a quantitative approach was applied in the form of a questionnaire based on 5 hypotheses with 200 valid responses. The programs for the analysis are AMOS-SEM. Findings: Evidence has shown a positive relationship between variables in the hypotheses.The attitude and subjective norms, affected by behavioral beliefs and normative beliefs, of Generation Z affected the purchase intention of Generation Z, towards online purchase of HIP’s, positively and enabled them to act as influencers. Research Contributions/Limitations: The contribution highlights that, Generation Z as influencers of today and the future customer, could change consumer behavior towards online purchase of HIP’s, which help car manufacturers improve their online sales and grow their business. The research is limited to 200 people that are representative for Generation Z. Practical Implications: The results contribute important insights of selling HIP's online to Generation Z. Furthermore, the implications are developed to decrease the perceived risk of buying cars online. Value: The study about Generation Z, as influencers of today and future customers for online purchase of HIP's and specifically cars, indicated that there is a lack of scientific studies on this specific field. Therefore, the value of the study is based on new findings to help car manufacturers create a better experience for customers and increase their online sales on the new-car market. Keywords: E-commerce, Customer Experience In Online Shopping, Generation Z, Consumer Behavior Toward Online Shopping, High Involvement Products, New-Car Market