Experiência de consumo da shein: uma análise do sentimento gerado pós compra

Abstract

Consumer emotions, experiences, and feelings, especially after a purchase, play a crucial role. With the consolidation of e-commerce and the advancement of digital technologies, the shopping experience has become increasingly mediated by the virtual environment. The Chinese retailer Shein, for example, has stood out in e-commerce in Brazil. Therefore, the objective of this study was to analyze Shein consumers' perception of the feelings generated after a purchase. To achieve this objective, a basic study was developed, with a qualitative-quantitative approach, exploratory-descriptive purpose, and convenience sampling. The questionnaire was made available via WhatsApp and Instagram, created using Google Forms, and consisted of 16 questions, obtaining 155 valid responses. The results demonstrated that Shein customers, in general, are satisfied after a purchase. Furthermore, satisfied customers tend to buy again and recommend the brand to others, positively influencing perception and adding value to the brand.