Título: | CONSUMER ATTITUDE TOWARDS SHEIN | ||||||||||||
Autor(es): |
GABRIELA LINHARES CLEMENTINO |
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Colaborador(es): |
MARCUS WILCOX HEMAIS - Orientador |
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Catalogação: | 11/JUN/2025 | Língua(s): | PORTUGUESE - BRAZIL |
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Tipo: | TEXT | Subtipo: | SENIOR PROJECT | ||||||||||
Notas: |
[pt] Todos os dados constantes dos documentos são de inteira responsabilidade de seus autores. Os dados utilizados nas descrições dos documentos estão em conformidade com os sistemas da administração da PUC-Rio. [en] All data contained in the documents are the sole responsibility of the authors. The data used in the descriptions of the documents are in conformity with the systems of the administration of PUC-Rio. |
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Referência(s): |
[pt] https://www.maxwell.vrac.puc-rio.br/projetosEspeciais/TFCs/consultas/conteudo.php?strSecao=resultado&nrSeq=70939@1 [en] https://www.maxwell.vrac.puc-rio.br/projetosEspeciais/TFCs/consultas/conteudo.php?strSecao=resultado&nrSeq=70939@2 |
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DOI: | https://doi.org/10.17771/PUCRio.acad.70939 | ||||||||||||
Resumo: | |||||||||||||
The present study aims to understand consumer attitudes toward the brand
Shein compared to its main competitors. To conduct this analysis, the most
important attributes for consumers when shopping on Chinese e-commerce
brands were identified. The study focused on Brazilian consumers who have
made at least one purchase in this segment. Additionally, the companies chosen
were Shein, Shopee, and AliExpress. The research used was exploratory and
descriptive in nature to best map consumer attitudes. Initially, secondary data
was gathered and compared with qualitative research to identify the primary
attributes of the Chinese platforms. Subsequently, quantitative research was
conducted in two stages: one to understand the weighting of attributes and
another to assess the degree of association of these attributes with the brands.
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