Varejo phygital: Um estudo do consumidor sob a ótica dos componentes das atitudes
DOI :
https://doi.org/10.53946/rmr.v4i1.27Mots-clés :
Varejo Phygital, Omnichannel, Atitudes dos consumidoresRésumé
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.
Téléchargements
Références
Ajzen, I. (2001). Nature and operation of attitudes. Annual review of psychology, 52(1), 27-58. Recuperado de https://www.researchgate.net/profile/Icek-Ajzen/publication/12181656_Nature_and_Operation_of_Attitudes/links/0a85e539b1b0b7acc9000000/Nature-and-Operation-of-Attitudes.pdf DOI: https://doi.org/10.1146/annurev.psych.52.1.27
Aubrey, C., & Judge, D. (2012). Re-imagine retail: Why store innovation is key to a brand's growth in the ‘new normal’, digitally-connected and transparent world. Journal of brand strategy, 1(1), 31-39. Recuperado de https://www.ingentaconnect.com/content/hsp/jbs/2012/00000001/00000001/art00005
Belghiti, S., Ochs, A., Lemoine, J. F., & Badot, O. (2017). The phygital shopping experience: an attempt at conceptualization and empirical investigation. In Academy of Marketing Science World Marketing Congress (pp. 61-74). Springer, Cham. Recuperado de https://link.springer.com/chapter/10.1007/978-3-319-68750-6_18 DOI: https://doi.org/10.1007/978-3-319-68750-6_18
Brynjolfsson, E., Hu, Y. J., & Rahman, M. S. (2013). Competing in the age of omnichannel retailing (Vol. 1). Cambridge: MIT. Recuperado de https://www.researchgate.net/profile/Arun-Deshmukh-3/post/Can_anyone_refer_the_authors_who_first_introduced_the_term_omnichannel_And_the_term_omniconsumer/attachment/59d63af5c49f478072ea6f11/AS%3A273736865910784%401442275362279/download/Omnichannel_Retailing_MIT_2013.pdf
Cervieri Júnior, O., Teixeira Júnior, J. R., Galinari, R., & Rawet, E. L. (2015). Tecnologias emergentes aplicáveis ao varejo. Recuperado de https://web.bndes.gov.br/bib/jspui/bitstream/1408/9556/1/BNDES%20Setorial%2042%20Tecnologias%20emergentes%20aplic%C3%A1veis%20ao%20varejo_P_BD.pdf
da Cunha, C. L. H. (2019). Tecnologia no Varejo Físico. Recuperado de https://www.maxwell.vrac.puc-rio.br/47365/47365.PDF
Engel, J. F., Blackwell, R. D., & Miniard, P. W. (2000). Comportamento do consumidor São Paulo: LTC Editora.
Gaggioli, A. (2017). Phygital spaces: When atoms meet bits. Cyberpsychology, Behavior, and Social Networking, 20(12), 774-774. Recuperado de http://doi.org/10.1089/cyber.2017.29093.csi DOI: https://doi.org/10.1089/cyber.2017.29093.csi
Gonçalves, M. A. L. (2019). A nova realidade tecnológica da Internet of Things e cenários futuros da experiência do consumidor nas lojas físicas de retalho (Doctoral dissertation). Recuperado de https://repositorio.ucp.pt/bitstream/10400.14/29537/1/PDF_Disserta%C3%A7%C3%A3o_Marina_Gon%C3%A7alves.pdf
Grewal, D., Roggeveen, A. L., & Nordfalt, J. (2017). The Future of Retailing. Journal of Retailing, 93(1), 1-6. DOI: https://doi.org/10.1016/j.jretai.2016.12.008
Grewal, D., Noble, S. M., Roggeveen, A. L., & Nordfalt, J. (2020). The future of in-store technology. Journal of the Academy of Marketing Science, 48(1), 96-113. Recuperado de https://link.springer.com/article/10.1007/s11747-019-00697-z DOI: https://doi.org/10.1007/s11747-019-00697-z
Inman, J. J., & Nikolova, H. (2017). Shopper-facing retail technology: A retailer adoption decision framework incorporating shopper attitudes and privacy concerns. Journal of retailing, 93(1), 7-28. Recuperado de https://www.sciencedirect.com/science/article/pii/S0022435916300859?casa_token=9_4hyaSYCGIAAAAA:qOTHcVOl88Ft9DFVdPQi8KRXEXpMEChY78N9y9vf5MZRtXr1x5IwZzYvUdcGYto0aSbHR5Hyelyi DOI: https://doi.org/10.1016/j.jretai.2016.12.006
Schiffman, L. G., & Kanuk, L. L. (2000). Comportamento do consumidor. 6ª edição. Rio de Janeiro: Editora LTC.
Kotler, P., Kartajaya, H., & Setiawan, I. (2017). Marketing 4.0: do tradicional ao digital. Rio de Janeiro: Sextante.
Moravcikova, D., & Kliestikova, J. (2017). Brand building with using phygital marketing communication. Journal of Economics, Business and Management, 5(3), 148-153. Recuperado de http://www.joebm.com/vol5/503-MM0025.pdf DOI: https://doi.org/10.18178/joebm.2017.5.3.503
Motter, G. S. (2020). Um estudo meta-analítico sobre a aceitação tecnológica no contexto do varejo. Recuperado de http://www.repositorio.jesuita.org.br/bitstream/handle/UNISINOS/9464/Guilherme%20Spader%20Motter_.pdf?sequence=1&isAllowed=y
Mowen, J. C., & Minor, M. (1998). Consumer behavior. DOI: https://doi.org/10.1016/S0262-1762(99)80321-6
Neslin, S. A., Jerath, K., Bodapati, A., Bradlow, E. T., Deighton, J., Gensler, S., ... & Zhang, Z. J. (2014). The interrelationships between brand and channel choice. Marketing Letters, 25(3), 319-330. Recuperado de https://idp.springer.com/authorize/casa?redirect_uri=https://link.springer.com/article/10.1007/s11002-014-9305-2&casa_token=c0HgSo9wQHoAAAAA:HjccuoU2oDBxczIE2TR9ZbuIZi5EKzJu4dcir7VboFh5xFueJBSFY4kbxaNWHCuAzk4vpT8TYJ05-7livDI
Pasquali, L. (1997). Psicometria: teoria e aplicações: a teoria clássica dos testes psicológicos. Ed. da UnB.
Prensky, M. (2001). Digital natives, digital immigrants part 2: Do they really think differently?. On the horizon. Recuperado de http://educ116eff11.pbworks.com/f/prensky_digital%20natives.pdf DOI: https://doi.org/10.1108/10748120110424843
Sarquis, A. B., de Morais, A. S. A., Cittadin, J., Giuliani, A. C., & Scharf, E. R. (2019). Análise da Produção Científica Internacional do Tema Omnichannel no Varejo. Revista de Administração Unimep, 17(1). Recuperado de http://www.raunimep.com.br/ojs/index.php/rau/article/download/1418/780
Shankar, V., Kalyanam, K., Setia, P., Golmohammadi, A., Tirunillai, S., Douglass, T., ... & Waddoups, R. (2021). How technology is changing retail. Journal of Retailing, 97(1), 13-27. Recuperado de https://www.sciencedirect.com/science/article/pii/S0022435920300695?casa_token=DhA9O-x1xB0AAAAA:UXEIFS-y4gaBdxFZeZbArBvHAPDmKP6cqipDa-HaHoSgK8LYDR8D0NL1RrlFeBWZq9SaLed_t75T DOI: https://doi.org/10.1016/j.jretai.2020.10.006
Simonson, I., Carmon, Z., Dhar, R., Drolet, A., & Nowlis, S. M. (2001). Consumer research: In search of identity. Annual review of psychology, 52(1), 249-275. Recuperado de https://www.researchgate.net/profile/Ziv-Carmon/publication/12181664_Consumer_Research_In_Search_of_Identity/links/00b4951962d157ee8e000000/Consumer-Research-In-Search-of-Identity.pdf doi: 10.1146/annurev.psych.52.1.249 DOI: https://doi.org/10.1146/annurev.psych.52.1.249
Verhoef, P. C., Kannan, P. K., & Inman, J. J. (2015). From multi-channel retailing to omni-channel retailing: introduction to the special issue on multi-channel retailing. Journal of retailing, 91(2), 174-181. Recuperado de https://doi.org/10.1016/j.jretai.2015.02.005 DOI: https://doi.org/10.1016/j.jretai.2015.02.005
Xu, J., Forman, C., Kim, J. B., & Van Ittersum, K. (2014). News media channels: Complements or substitutes? Evidence from mobile phone usage. Journal of Marketing, 78(4), 97-112. Recuperado de https://journals.sagepub.com/doi/pdf/10.1509/jm.13.0198?casa_token=IoOIUrQGBvYAAAAA:ZU9vRtn9o2mQvWuVngyWmoQ_HIOMumf06-W55tX6vARfVBD799IEnNLmiKuOUpueWCSutO7j4ipoGPE DOI: https://doi.org/10.1509/jm.13.0198
Téléchargements
Publié-e
Comment citer
Numéro
Rubrique
Licence
(c) Tous droits réservés Manoela Fernandes Feijó, Filipe Campelo Xavier da Costa 2023
Cette œuvre est sous licence Creative Commons Attribution - Pas de Modification 4.0 International.
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
