Mais Tecnologia em Lojas Físicas Aumenta a Intenção de Compra?  O Efeito Indireto do Ambiente Tecnológico

Arthur França Sarcinelli; Marcelo Moll Brandão; Luiza Marciano Timm; Ananda Bisi Barcelos

doi:10.53946/rmr.v1i1.4

Autores

Arthur França Sarcinelli FGV-EAESP http://orcid.org/0000-0002-3477-0228
Marcelo Moll Brandão UFES
Luiza Marciano Timm UFES
Ananda Bisi Barcelos UFES

DOI:

https://doi.org/10.53946/rmr.v1i1.4

Palavras-chave:

Ambiente técnológico, Satisfação, Emoções Positivas

Resumo

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.

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