Mais Tecnologia em Lojas Físicas Aumenta a Intenção de Compra? O Efeito Indireto do Ambiente Tecnológico
DOI:
https://doi.org/10.53946/rmr.v1i1.4Keywords:
Ambiente técnológico, Satisfação, Emoções PositivasAbstract
Objetivo do estudo: O presente artigo visa a investigar a influência indireta do ambiente tecnológico de lojas físicas na intenção de compra do consumidor. Essa influência indireta pode ser explicada por meio da emoção, da percepção de valor e da satisfação.
Metodologia: Adotou-se a técnica de Modelagem de Equações Estruturais (PLS-SEM) para validação estatística dos caminhos diretos propostos em conjunto com uma análise de mediação realizada via Macro PROCESS para corroborar o caminho indireto hipotetizado.
Principais Resultados: As três mediadoras propostas (emoções positivas, percepção de valor e satisfação) são significantes e consistentes. Em adição, elas em conjunto ajudam a entender como o ambiente tecnológico influencia o processo de decisão de compra do indivíduo. Apesar da existência de um efeito direto, mesmo que bem menor do que o tamanho do efeito indireto, entre o ambiente offline composto por tecnologias e a intenção de compra.
Contribuições teóricas/metodológicas: As percepções do consumidor, entendidas como caminhos mais racionais que levam ao comportamento, foram mais robustos que um caminho emocional no entendimento de como a tecnologia influencia a intenção comportamental do indivíduo.
Relevância/originalidade: A inclusão e o foco no ambiente tecnológico, visto como um novo fator ambiental de loja permitiu entender de que forma esse fator ambiental influencia a intenção de compra no contexto de varejo de lojas autônomas.Downloads
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