Made available in DSpace on 2014-12-17T13:53:26Z (GMT). No. of bitstreams: 1 LuanaOF_DISSERT.pdf: 1030039 bytes, checksum: b1f3a5572811212c68f8762f2fe14feb (MD5) Previous issue date: 2010-09-03 / This research aims to understand the factors that influence intention to online purchase of consumers, and to identify between these factors those that influence the users and the nonusers of electronic commerce. Thus, it is an applied, exploratory and descriptive research, developed in a quantitative model. Data collection was done through a questionnaire administered to a sample of 194 graduate students from the Centre for Applied Social Sciences of UFRN and data analysis was performed using descriptive statistics, confirmatory factorial analysis and simple and multiple linear regression analysis. The results of descriptive statistics revealed that respondents in general and users of electronic commerce have positive perceptions of ease of use, usefulness and social influence about buying online, and intend to make purchases on Internet over the next six months. As for the non-users of electronic commerce, they do not trust the Internet to transact business, have negative perceptions of risk and social influence over purchasing online, and does not intend to make purchases on Internet over the next six months. Through confirmatory factorial analysis six factors were set up: behavioral intention, perceived ease of use, perceived usefulness, perceived risk, trust and social influence. Through multiple regression analysis, was observed that all these factors influence online purchase intentions of respondents in general, that only the social influence does not influence the intention to continue buying on the Internet from users of electronic commerce, and that only trust and social influence affect the intention to purchase online from non-users of electronic commerce. Through simple regression analysis, was found that trust influences perceptions of ease of use, usefulness and risk of respondents in general and users of electronic commerce, and that trust does not influence the perceptions of risk of non-users of electronic commerce. Finally, it was also found that the perceived ease of use influences perceived usefulness of the three groups. Given this scenario, it was concluded that it is extremely important that organizations that work with online sales know the factors that influence consumers purchasing intentions in order to gain space in their market / A presente pesquisa tem como objetivo compreender os fatores que influenciam a inten??o de compra online dos consumidores, bem como identificar entre esses fatores os que influenciam os usu?rios e os n?o usu?rios de com?rcio eletr?nico. Assim, trata-se de uma pesquisa aplicada, explorat?ria e descritiva, que utilizou um levantamento de natureza quantitativa. A coleta dos dados foi feita atrav?s de um question?rio aplicado em uma amostra de 194 alunos de p?s-gradua??o do Centro de Ci?ncias Sociais Aplicadas da UFRN e a an?lise desses dados foi feita por meio de estat?sticas descritivas, an?lises fatoriais confirmat?rias e an?lises de regress?o linear simples e m?ltipla. Os resultados das estat?sticas descritivas revelaram que os pesquisados em geral e os usu?rios de com?rcio eletr?nico possuem percep??es de facilidade de uso, de utilidade e da influ?ncia social positivas em rela??o ? compra online e t?m a inten??o de comprar pela Internet nos pr?ximos seis meses. J? os n?o usu?rios de com?rcio eletr?nico n?o confiam na Internet para realizar transa??es comerciais, possuem percep??es de risco e da influ?ncia social negativas em rela??o ? compra online e n?o possuem a inten??o de comprar pela Internet nos pr?ximos seis meses. Atrav?s das an?lises fatoriais confirmat?rias, criaram-se seis fatores: inten??o de comportamento, facilidade de uso percebida, utilidade percebida, risco percebido, confian?a e influ?ncia social. Por meio das an?lises de regress?o m?ltipla, observou-se que todos esses fatores influenciam a inten??o de compra online dos pesquisados em geral, que somente a influ?ncia social n?o influencia a inten??o de continuar comprando pela Internet dos usu?rios de com?rcio eletr?nico, e que somente a confian?a e a influ?ncia social influenciam a inten??o de realizar compra online dos n?o usu?rios de com?rcio eletr?nico. Atrav?s das an?lises de regress?o simples, observouse que a confian?a influencia as percep??es de facilidade de uso, de utilidade e de risco dos pesquisados em geral e dos usu?rios de com?rcio eletr?nico, e que a confian?a n?o influencia a percep??o de risco dos n?o usu?rios de com?rcio eletr?nico. Por fim, constatou-se tamb?m que a facilidade de uso percebida influencia a percep??o de utilidade dos tr?s grupos analisados. Diante desse cen?rio, concluiu-se que ? de suma import?ncia que as organiza??es que trabalham com vendas online conhe?am os fatores que influenciam a inten??o de compra dos consumidores, a fim de conquistarem mais espa?o no seu mercado de atua??o