Abstract:

This research aims to study the target audience of the two sectors with the most online consumers in Portugal through the analysis of the degree of satisfaction before, during and after the online purchase process. To this end, a questionnaire was applied to customers in the different regions of Portugal. In total, a final sample of 385 questionnaires was obtained, assuming a sampling error of 4.99%. An exploratory descriptive analysis, inferential analysis and the use of the simple linear regression model were used to verify the relationship and influence of the variables Financial risk; Product risk; Convenience risk; Non-delivery risk; Infrastructure variables; Return policy; Attitude; Subjective norms; Perceived of control behaviour; Domain specific innovativeness; Accessibility of the clothing sector; Trust in buyers in the travel industry influence the Attitude and Online shopping behaviour. The results of this study allowed to conclude that financial risk, product risk, fear of non-delivery of the order does not negatively influence the customer's attitude towards online purchases. On the other hand, it was concluded that presenting a friendly website and good service, after-sales services, cyber laws and free delivery costs, convenient product and return policies, positively influence customers attitude towards online shopping. The behaviour of online shopping has a positive relationship with the early adoption of technologies and products, the online experience and suggestions of family, friends and colleagues, the attitude of customers and the lack of ease in making online purchases. Finally, the rapid availability of the latest trends in the clothing sector and the opinion of other customers about a tourist destination has a positive influence on online shopping behaviour.