Mais Tecnologia em Lojas Físicas Aumenta a Intenção de Compra? O Efeito Indireto do Ambiente Tecnológico
DOI:
https://doi.org/10.53946/rmr.v1i1.4Palabras clave:
Ambiente técnológico, Satisfação, Emoções PositivasResumen
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.Descargas
Citas
Allard, T., Babin, B. J., & Chebat, J. (2009). When income matters : Customers evaluation of shopping malls hedonic and utilitarian orientations. Journal of Retailing and Consumer Services, 16(1), 40–49.
Baek, E., Choo, H. J., Oh, H., & Yoon, S. Y. (2018). How consumers “see” a visually warm store: Differences between affective and cognitive processors. Journal of Consumer Behaviour, 17(2), 149–160. https://doi.org/10.1002/cb.1698
Baker, J., Parasuraman, A., Grewal, D., & Voss, G. B. (2002). The Influence of Multiple Store Environment Cues on Perceived Merchandise Value and Patronage Intentions. Journal of Marketing, 66(2), 120–141. https://doi.org/10.1509/jmkg.66.2.120.18470
Baker, J., & Wakefield, K. L. (2012). How consumer shopping orientation influences perceived crowding, excitement, and stress at the mall. Journal of the Academy of Marketing Science, 40(6), 791–806.
Ballantine, P. W., Jack, R., & Parsons, A. G. (2010). Atmospheric cues and their effect on the hedonic retail experience. International Journal of Retail & Distribution Management, 38(8), 641–653.
Bateson, E. G., & Hui, M. K. (1992). The Ecological Validity of Photographic Slides and Videotapes in Simulating the Service Setting. Journal of Consumer Research, 19(2), 271–281.
Blut, M., Teller, C., & Floh, A. (2018). Testing Retail Marketing-Mix Effects on Patronage: A Meta-Analysis. Journal of Retailing, 94(2), 113–135.
Churchill, G. A., & Surprenant, C. (1982). An investigation into the determinants of customer satisfaction. Journal of Marketing Research, 19(4), 491–504.
Cronin, J. J. J., Brady, M. K., & Hult, G. T. M. (2000). Assessing the Effects of Quality , Value , and Customer Satisfaction on Consumer Behavioral Intentions in Service Environments. Journal of Retailing, 76(2), 193–218.
Davis, F. D. (1989). Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology. MIS Quarterly, 13(3), 319–340.
Diamantopoulos, A., & Siguaw, J. A. (2006). Formative Versus Reflective Indicators in Organizational Measure Development: A Comparison and Empirical Illustration. British Journal of Management, 17(4), 263–282.
Donovan, R. J., & Rossiter, J. R. (1982). Store Atmosphere: An Environmental Psychology Approach. Journal of Retailing, 58(1), 34–57.
Eroglu, S. A., Machleit, K. A., & Davis, L. M. (2003). Empirical Testing of a Model of Online Store Atmospherics and Shopper Responses. Psychology and Marketing, 20(2), 139–150. https://doi.org/10.1002/mar.10064
Ferreira, M. C. O., Brandão, M. M., & Bizarrias, F. S. (2017). Understanding consumer’s responses to negative emotions related to crowding on satisfaction and impulse purchase in retail: the mediating role of coping. Revista de Administração, 52(4), 431–442.
Foroudi, P., Gupta, S., Sivarajah, U., & Broderick, A. (2018). Investigating the effects of smart technology on customer dynamics and customer experience. Computers in Human Behavior, 80(1), 271–282. https://doi.org/10.1016/j.chb.2017.11.014
Fournier, S. (1998). Paradoxes of Technology : Consumer Cognizance , Emotions , and Coping. Journal of Consumer Research, 25(3), 123–143.
Gallarza, M. G., & Saura, I. G. (2006). Value dimensions, perceived value, satisfaction and loyalty: an investigation of university students’ travel behaviour. Tourism Management, 27(3), 437–452.
Grohmann, M. Z., Radons, D. L., Battistella, L. F., & Anschau, T. P. (2014). Compreensão Da Satisfação E Intenção De Continuidade De Uso Da Tecnologia Por Meio Do Índice De Prontidão Tecnológica. Review of Administration and Innovation - RAI, 11(3), 101–124. https://doi.org/10.11606/rai.v11i3.100217
Gudergan, S. P., Ringle, C. M., Wende, S., & Will, A. (2008). Confirmatory tetrad analysis in PLS path modeling. Journal of Business Research, 61(12), 1238–1249.
Gupta, N. (2015). A Study of the Relationship between Shopping Orientation and Online Shopping Behavior among Indian Youth. Journal of Internet Commerce, 13(June 2014), 22–44. https://doi.org/10.1080/15332861.2014.918437
Hair, J., Hult, G., Ringle, C., & Sarstedt, M. (2017). A primer on partial least squares structural equations modeling (PLS-SEM) (2nd ed.). Los Angeles: Sage.
Hayes, A. F. (2018). Introduction to mediation, moderation, and conditional process analysis (2nd ed.). New York: The Guilford Press.
Helmefalk, M., & Hultén, B. (2017). Multi-sensory congruent cues in designing retail store atmosphere: Effects on shoppers’ emotions and purchase behavior. Journal of Retailing and Consumer Services, 38(November 2016), 1–11. https://doi.org/10.1016/j.jretconser.2017.04.007
Kaltcheva, V. D., & Weitz, B. A. (2006). When Should a Retailer Create an Exciting Store Environment? Journal of Marketing, 70(1), 107–118. https://doi.org/10.1509/jmkg.70.1.107.qxd
Kotler, P. (1974). Atmospherics as a marketing tool. Journal of Retailing, 49(4), 48–64. https://doi.org/10.1016/j.obhdp.2011.03.002
Krasonikolakis, I., Vrechopoulos, A., Pouloudi, A., & Dimitriadis, S. (2018). Store layout effects on consumer behavior in 3D online stores. European Journal of Marketing, 52(5), 1223–1256. https://doi.org/10.1108/EJM-03-2015-0183
Lee, Y., & Kim, H. Y. (2018). Consumer need for mobile app atmospherics and its relationships to shopper responses. Journal of Retailing and Consumer Services, (September 2018), 1–6. https://doi.org/10.1016/j.jretconser.2017.10.016
Mehrabian, A., & Russell, J. (1974). An approach to environmental psychology (1st ed.). Cambridge: The MIT Press.
Meuter, M. L., Ostrom, A. L., Roundtree, R. I., & Bitner, M. J. (2000). Self-Service Technologies : Satisfaction with Technology-Based, 64(July), 50–64.
Oliver, R. L. (2010). Satisfaction: A Behavioral Perspective on the Consumer (2nd ed.). New York: M.E Sharpe.
Özbek, V., Alnıaçık, Ü., Koc, F., Akkılıç, M. E., & Kaş, E. (2014). The Impact of Personality on Technology Acceptance: A Study on Smart Phone Users. Procedia - Social and Behavioral Sciences, 150(September 2014), 541–551. https://doi.org/10.1016/j.sbspro.2014.09.073
Pantano, E., & Gandini, A. (2017). Exploring the forms of sociality mediated by innovative technologies in retail settings. Computers in Human Behavior, 77(1), 367–373. https://doi.org/10.1016/j.chb.2017.02.036
Pantano, E., & Timmermans, H. (2014). What is Smart for Retailing? Procedia Environmental Sciences, 22(1), 101–107. https://doi.org/10.1016/j.proenv.2014.11.010
Pietro, D. (2012). Understanding Consumer ’ s Acceptance of Technology-Based Innovations in Retailing. Journal of Technology Management & Innovation, 7(4), 1–19.
Poncin, I., & Ben Mimoun, M. S. (2014). The impact of “e-atmospherics” on physical stores. Journal of Retailing and Consumer Services, 21(5), 851–859. https://doi.org/10.1016/j.jretconser.2014.02.013
Rayburn, S. W., & Voss, K. E. (2013). A model of consumer’s retail atmosphere perceptions. Journal of Retailing and Consumer Services, 20(4), 400–407.
Roschk, H., Loureiro, S. M. C., & Breitsohl, J. (2017). Calibrating 30 Years of Experimental Research: A Meta-Analysis of the Atmospheric Effects of Music, Scent, and Color. Journal of Retailing, 93(2), 228–240. https://doi.org/10.1016/j.jretai.2016.10.001
Roy, S. K., Balaji, M. S., Quazi, A., & Quaddus, M. (2018). Predictors of customer acceptance of and resistance to smart technologies in the retail sector. Journal of Retailing and Consumer Services, 42(2), 147–160. https://doi.org/10.1016/j.jretconser.2018.02.005
Ryu, K., & Jang, S. S. (2007). The Effect Of Environmental Perceptions On Behavioral Intentions Through Emotions : The Case Of Upscale Restaurants. Journal of Hospitality & Tourism Research, 31(1), 56–72. https://doi.org/10.1177/1096348006295506
Sresnewsky, K. B. G. B., Veloso, A. R., Ikeda, A. A., & Rocha, R. R. (2018). The Use Of Photo-Elicitation In Marketing Research. Brazilian Journal of Marketing, 17(6), 839–848.
Tombs, A., & Mccoll-kennedy, J. R. (2003). Social-servicescape conceptual model. Marketing Theory, 3(4), 447–475. https://doi.org/10.1177/1470593103040785
Turan, A., Tunç, A. Ö., & Zehir, C. (2015). A Theoretical Model Proposal: Personal Innovativeness and User Involvement as Antecedents of Unified Theory of Acceptance and Use of Technology. Procedia - Social and Behavioral Sciences, 210(1), 43–51. https://doi.org/10.1016/j.sbspro.2015.11.327
Turley, L. ., & Milliman, R. E. (2000). Atmospheric Effects on Shopping Behavior. Journal of Business Research, 49(2), 193–211. https://doi.org/10.1016/S0148-2963(99)00010-7
Wang, L. C., Baker, J., Wagner, J. A., & Wakefield, K. L. (2007). Can a Retail Web Site Be Social ? Journal of Marketing, 71(3), 143–157.
Wang, W. (2012). Factors influencing mobile services adoption : a brand-equity perspective. Internet Research, 22(2), 142–179. https://doi.org/10.1108/10662241211214548
Zeithaml, V. A. (1988). Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence. Journal of Marketing, 52(3), 2–22. https://doi.org/10.2307/1251446
Descargas
Publicado
Cómo citar
Número
Sección
Licencia
Derechos de autor 2021 Retail Management Review
Esta obra está bajo una licencia internacional Creative Commons Atribución-NoComercial-CompartirIgual 4.0.
Authors who publish in this journal agree to the following terms: the author(s) authorize(s) the publication of the text in the journal;
The author(s) ensure(s) that the contribution is original and unpublished and that it is not in the process of evaluation by another journal;
The journal is not responsible for the views, ideas and concepts presented in articles, and these are the sole responsibility of the author(s);
The publishers reserve the right to make textual adjustments and adapt texts to meet with publication standards.
Authors retain copyright and grant the journal the right to first publication, with the work simultaneously licensed under the Creative Commons Atribuição NãoComercial 4.0 (http://creativecommons.org/licenses/by-nc/4.0/), which allows the work to be shared with recognized authorship and initial publication in this journal.
Authors are allowed to assume additional contracts separately, for non-exclusive distribution of the version of the work published in this journal (e.g. publish in institutional repository or as a book chapter), with recognition of authorship and initial publication in this journal.
Authors are allowed and are encouraged to publish and distribute their work online (e.g. in institutional repositories or on a personal web page) at any point before or during the editorial process, as this can generate positive effects, as well as increase the impact and citations of the published work (see the effect of Free Access) at http://opcit.eprints.org/oacitation-biblio.html
