Comportamento de compra do consumidor: principais riscos percebidos pelos compradores de produtos de estética e vestuário através da internet na Cidade de Maputo de 2019 a 2024

Abstract

The present study analyzes the main risks perceived by online purchasers of toiletries and clothing in the city of Maputo, between 2019 and 2024. The research problem that guided the study was: “What are the main risks perceived by buyers of beauty and clothing products purchased through the internet in the city of Maputo between 2019 and 2024?”. Two hypotheses were considered, the first being the physical, functional, and financial risks were the main risks perceived during the study period, and the second hypothesis states that the main risks perceived during the period under analysis were the psychological, social, and sensory risks. The general objective was to analyze the main risks perceived by buyers of beauty and clothing products purchased through the internet in the City of Maputo. The study adopted a mixed approach, combining quantitative and qualitative methods. The sample was non-probabilistic, by convenience, selecting 100 individuals who had internet access in 2019, resided in the city of Maputo and purchased of beauty and/or clothing products through the internet between 2019 and 2024. Primary data collection was carried out through structured questionnaires, which did not disguise their objectives, and data analysis was conducted using the content analysis method. The results indicate that the main risks perceived during the study period were functional, financial, time-related, psychological, and future opportunity loss. To reduce these risks, consumers adopted strategies such as seeking opinions from other customers, purchasing products from reputable companies, relying on past experiences, researching across different stores, consulting information about prices, and choosing products with warranties. The findings confirm a significant evolution in risk perception over the years, highlighting a consumer who is increasingly critical and attentive to the multiple uncertainties present in the e-commerce environment, thereby validating the first hypothesis.