PERCEPÇÃO DOS CONSUMIDORES ACERCA DO CONSUMO VIRTUAL: um estudo sobre o comportamento de compra dos consumidores da Região Metropolitana do Recife

Abstract

This article aims to analyze the influence that social networks have in relation to the consumer purchasing process. The objective of this research is to understand the perception of purchasing in the social media environment of consumers in the Metropolitan Region of Recife-Pe. The work is based on a quantitative approach methodology, using exploratory and descriptive research. The results demonstrated that consumers frequently use social networks as a means of exchanging information and purchasing experiences, always valuing quality and convenience. In the end, it is concluded that social networks offer gains in the purchasing decision process of consumers, in recent times it has become a habit and slightly preferential for consumers, especially for the younger public, who through the results obtained are the who most use social media as a purchasing decision tool.