Varejo phygital: Um estudo do consumidor sob a ótica dos componentes das atitudes
DOI:
https://doi.org/10.53946/rmr.v4i1.27Palabras clave:
Varejo Phygital, Omnichannel, Atitudes dos consumidoresResumen
Objetivo: O presente estudo tem como objetivo analisar as atitudes - julgamentos, positivos ou negativos - que poderão ser desenvolvidos pelos consumidores ao serem expostos ao varejo phygital, modelo de loja híbrido entre físico e digital que vem surgindo no contexto brasileiro nos últimos anos.
Método: O estudo baseou-se no modelo teórico dos componentes das atitudes, partindo do qual foram realizadas duas etapas de coleta de dados: uma quantitativa (survey online, que contou com 456 respondentes) e uma qualitativa (10 entrevistas em profundidade), ambas com consumidores de varejo em âmbito nacional.
Resultados: Identificou-se uma majoritária manifestação de atitudes positivas em relação ao varejo phygital, tanto em termos cognitivos e afetivos, quanto de intenção comportamental. Foram também estipuladas cinco categorias dignas de atenção acerca do assunto, pois impactam diretamente na formação das atitudes dos consumidores: perspectiva geracional, lógica da familiaridade e exposição, senso de segurança, curiosidade do ineditismo e perspectivas de futuro.
Relevância/originalidade: O caráter contemporâneo do assunto, dado que o modelo phygital tem ressignificado o ambiente tradicional de loja através da tecnologia, justifica a necessidade de um olhar voltando às diferentes perspectivas da relação com o consumidor.
Contribuições teóricas/metodológicas: O estudo soma-se ao debate teórico pré-existente sobre varejo phygital ao preencher a lacuna de aprofundamento conceitual e prático da temática no contexto brasileiro, o qual ainda apresentava abordagens iniciais devido à contemporaneidade da temática.
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