Análise dos factores para a adesão ao e-commerce em Moçambique - estudo exploratório
Date
2024-05-10
Embargo
Authors
Coadvisor
Journal Title
Journal ISSN
Volume Title
Publisher
Language
Portuguese
Alternative Title
Abstract
O comércio eletrónico (E-commerce) está em crescimento em Moçambique, apresentando um potencial significativo para impulsionar o desenvolvimento económico do país.
No entanto, a adesão ao E-commerce ainda é relativamente baixa. Este estudo teve
como objetivo analisar os fatores que influenciam a adesão ao E-commerce em Moçambique, com objetivos específicos de investigar as perceções de consumidores e empresas moçambicanos sobre o E-commerce, identificar os principais fatores que impactam
a adesão e avaliar as barreiras enfrentadas por consumidores e empresas ao adotar o
E-commerce. Adotando uma abordagem exploratória, a pesquisa utilizou um método
misto para uma compreensão abrangente, integrando dados quantitativos e qualitativos.
A recolha de dados envolveu entrevistas com um questionário estruturado, direcionado
a participantes representativos de empresas e indivíduos. Os resultados indicaram uma
significativa adesão ao comércio eletrónico, com 79,73%, dos consumidores entrevistados efetuando compras pela internet. A conveniência, preços mais baixos, variedade de
produtos, promoções e descontos foram identificados como fatores-chave. No entanto,
desafios como preocupações com segurança, falta de confiança na logística, opções
limitadas de pagamento online e preferência das empresas por vendas tradicionais dificultaram a adesão. Apesar de reconhecerem o potencial de crescimento do E-commerce, as empresas apontaram preocupações com a segurança, a procura dos clientes
e a forte concorrência online como razões para não aderirem. O estudo sugere que,
embora o E-commerce esteja em estágios iniciais em Moçambique, possui um potencial
significativo de crescimento. Superar as barreiras existentes requer ações como o investimento em infraestrutura de internet e logística, desenvolvimento de políticas públicas favoráveis, a promoção da educação sobre E-commerce e o fortalecimento da segurança nas transações online.
Electronic commerce (E-commerce) is growing in Mozambique and has significant potential to boost the country's economic development. However, take-up of E-commerce is still relatively low. The aim of this study was to analyse the factors that influence the take-up of E-commerce in Mozambique, with the specific objectives of investigating the perceptions of Mozambican consumers and companies about E-commerce, identifying the main factors that impact take-up and assessing the barriers faced by consumers and companies when adopting E-commerce. Adopting an exploratory approach, the research used a mixed method for a comprehensive understanding, integrating quantitative and qualitative data. Data collection involved interviews with a structured questionnaire aimed at participants representing companies and individuals. The results revealed a modest rate of E-commerce adoption, with 20.27 per cent of the consumers interviewed making purchases online. Convenience, lower prices, product variety, promotions and discounts were identified as key factors. However, challenges such as security concerns, lack of confidence in logistics, limited online payment options and companies' preference for traditional sales have hindered adoption. Despite recognising the growth potential of E-commerce, companies pointed to security concerns, customer demand and strong online competition as reasons for not joining. The study suggests that although E-commerce is in its early stages in Mozambique, it has significant potential for growth. Overcoming the existing barriers requires actions such as investing in internet and logistics infrastructure, developing favorable public policies, promoting education about E-commerce and strengthening security in online transactions.
Electronic commerce (E-commerce) is growing in Mozambique and has significant potential to boost the country's economic development. However, take-up of E-commerce is still relatively low. The aim of this study was to analyse the factors that influence the take-up of E-commerce in Mozambique, with the specific objectives of investigating the perceptions of Mozambican consumers and companies about E-commerce, identifying the main factors that impact take-up and assessing the barriers faced by consumers and companies when adopting E-commerce. Adopting an exploratory approach, the research used a mixed method for a comprehensive understanding, integrating quantitative and qualitative data. Data collection involved interviews with a structured questionnaire aimed at participants representing companies and individuals. The results revealed a modest rate of E-commerce adoption, with 20.27 per cent of the consumers interviewed making purchases online. Convenience, lower prices, product variety, promotions and discounts were identified as key factors. However, challenges such as security concerns, lack of confidence in logistics, limited online payment options and companies' preference for traditional sales have hindered adoption. Despite recognising the growth potential of E-commerce, companies pointed to security concerns, customer demand and strong online competition as reasons for not joining. The study suggests that although E-commerce is in its early stages in Mozambique, it has significant potential for growth. Overcoming the existing barriers requires actions such as investing in internet and logistics infrastructure, developing favorable public policies, promoting education about E-commerce and strengthening security in online transactions.
Keywords
Comércio eletrónico (E-commerce), Moçambique, Fatores de adesão, Marketing digital
Document Type
Master thesis
Publisher Version
Dataset
Citation
Chihono, N. V. (2024). Análise dos factores para a adesão ao e-commerce em Moçambique - estudo exploratório [Dissertação de Mestrado em Marketing e Negócios Digitais, Universidade Portucalense]. Repositório Institucional UPT. http://hdl.handle.net/11328/5653
Identifiers
TID
203609107
Designation
Mestrado em Marketing e Negócios Digitais
Access Type
Embargoed Access