Online Purchasing Behavior of Portuguese Consumers of Garment and Beauty Products During the COVID-19 Pandemic Book Chapter Conference Paper uri icon


  • The authors are grateful to the Foundation for Science and Technology (FCT, Portugal) for financial support through national funds FCT/MCTES (PIDDAC) to CIMO (UIDB/00690/2020 and UIDP/00690/2020) and SusTEC (LA/P/0007/2020). UNIAG, R&D unit funded by the FCT, Portuguese Foundation for the Development of Science and Technology, Ministry of Science, Technology and Higher Education. Project no. UIDB/04752/2020.
  • This research aimed to understand the digital behavior of Portuguese con-sumers of garment and/or beauty products purchases during the COVID-19 pandemic; to verify if gender is a differentiator factor of the intention of re-peating the purchase at the same store/brand and its frequency; and to corre-late the intention of repeating the online purchase with age, education level, time of internet use and frequency of online purchase. For this, a cross-sectional research based on a non-probabilistic sample of 1521 consumers was carried out. Most consumers were female students with secondary edu-cation from the North of Portugal. They have been using the internet for more than 5 years and, in the last 6 months, have shopped online garment and/or beauty products for 2-5 times. Among those who shopped online in the last 6 months, the most searched store was Zara. The main reason given by consumers for choosing the online purchase channel was comfort. The most used device to make the purchase was the mobile phone and the most payment methods used were the ATM and credit card. It was found that the intention of repeating the online purchase at the same store/brand was stati-cally higher for women than for men. Also, women were the ones who most often made online purchases of this type of products. Furthermore, age was negatively correlated with the intention of repeating the online purchase at the same store/brand. On the contrary, the education level and the number of years of internet use were not correlated with the same variable.

publication date

  • 2023