“…According to Costa & Horn (2012), in Brazil the dramatic growth of e-commerce reflects the expansive reality, and the search for gadgets for daily use is presented as a new frontier of consumerism (Guidi, Giuliani & Spers, 2017c). Examining perceived quality in a direct comparison with experience, Costa & Horn (2012) Starting with competence, represented by the sum of individual know-how, a company can acquire new knowledge for their products, processes and applicability (Grönroos, 1994;Guidi, Spers, & Oliveira, 2017b;Payne & Frow, 2017). With regards to knowledge, this can take place in three ways: a) through social networks with users; b) by identifying perceived opportunities, and c) from other companies, through their capacity for design, and following-up competitor behavior through consumer behavior (Grönroos, 1994;Payne & Frow, 2017).…”