Impacto da distância de lojas físicas nas vendas diretas do e-commerce
Autor(a) principal: | |
---|---|
Data de Publicação: | 2019 |
Tipo de documento: | Dissertação |
Idioma: | por |
Título da fonte: | Biblioteca Digital de Teses e Dissertações da ESPM |
Texto Completo: | http://tede2.espm.br/handle/tede/519 |
Resumo: | The main objective from this study is to analyzethe correlation between the client distance from a physical store and his volume of purchases in their ecommerce from an underwear brand. The presence of moderator elements between them were also studied (customer age and monthly wage).To achieve the results, this study is going to use a simple linear regression based on the enterprise data acquired and used in this study processed with geomarketing tools. As a result, it was obtained the existence of a negative correlation between the consumer distance to a physical store and the medium volume or purchases in the online store. It was also possible to show that the relation between the medium number of purchases and the distance of the consumer to a physical store has a potency rule, which was possible to extract a relation coefficient between distance and purchase volume. According to the study results, this negative relation was observed as a result from the enterprise brand memory caused by the proximity of the customer towards a store. This study expand the omni-channel literature and also allows managers to apply this model to their marketing expansion strategy in order to have quantitative data about where to expand the brand. |
id |
ESPM_ae31ea0a027ceb01a3dc852afa1484cc |
---|---|
oai_identifier_str |
oai:tede2.espm.br:tede/519 |
network_acronym_str |
ESPM |
network_name_str |
Biblioteca Digital de Teses e Dissertações da ESPM |
repository_id_str |
|
spelling |
Figueiredo, Júlio César Bastos deAlmeida, Luciana Florêncio deCrescitelli, Edson38570026897http://buscatextual.cnpq.br/buscatextual/visualizacv.do?id=K8703843D6&tokenCaptchar=03AGdBq25d8aPGjRgXBRYytyzEhQ4UEH_GJX2S7Uu9yOjADQH-gEITiIQT7ApfHe64mCO0LwFEIk5WBZnYnT1kerd6v0tB0XXsYi5f3LOB21ukR5jHCNP8HSHx0Y_EwO8vwfkadARHpX0WQjE0IBs7e0ixv68LsPf5PJ7OIa0QWzTAyEbV2YLcjwdqwr0c-b2nUTYAYzv9_z8JihpTs1C4qrpv33251PAyjzGWpqevcFmil26g6LdCSHAMj42_uwyALY0_kgSNC_s006M3lLYJz9fRfMu2lJbB4oovqFvvzjx2BT377uPEKUYmPmp4CGBp4_IRghiUGeZI13WB9idiS4ZMBsd5EN6pxOpNbqPhTeuFFxJtqlQGuISO-UwOEj3ryQFMrCfpWIUIHt8i6FlDRDdSs-HcEo1QRCjgyjXNdCeQufq8NRT61dk51dtDKOiP3r93j2dVsunFJWJmCXz0pwz8os3xyyBr4gSilva, Ricardo Ribeiro2020-11-09T17:41:11Z2019-11-11Silva, Ricardo Ribeiro. Impacto da distância de lojas físicas nas vendas diretas do e-commerce. 2019. [65 f.]. Dissertação ( Programa de Mestrado Profissional em Comportamento do Consumidor) - Escola Superior de Propaganda e Marketing, [São Paulo] .http://tede2.espm.br/handle/tede/519The main objective from this study is to analyzethe correlation between the client distance from a physical store and his volume of purchases in their ecommerce from an underwear brand. The presence of moderator elements between them were also studied (customer age and monthly wage).To achieve the results, this study is going to use a simple linear regression based on the enterprise data acquired and used in this study processed with geomarketing tools. As a result, it was obtained the existence of a negative correlation between the consumer distance to a physical store and the medium volume or purchases in the online store. It was also possible to show that the relation between the medium number of purchases and the distance of the consumer to a physical store has a potency rule, which was possible to extract a relation coefficient between distance and purchase volume. According to the study results, this negative relation was observed as a result from the enterprise brand memory caused by the proximity of the customer towards a store. This study expand the omni-channel literature and also allows managers to apply this model to their marketing expansion strategy in order to have quantitative data about where to expand the brand.O objetivo do presente trabalho é investigar a correlação entre a distância de um usuário perante uma loja física e o volume médio de compras nas lojas online da mesma marca. O estudo investiga a presença de elementos moderadores entre a distância da loja física e o volume de compra online (idade e renda). Nele foi adotado o método quantitativo de análise de dados, combinado com ferramentas de geomarketing junto à técnica de regressão linear simples, baseada nos dados da empresa considerada neste trabalho, para testar as hipóteses. Como resultado, observou-se a correlação negativa entre a relacionada a um efeito de lembrança da marca devido à proximidade da residência do consumidor com a loja física, expandindo, assim, a literatura relacionada a omni-channel, e permitindo, através do modelo elaborado, que gerentes de marketing e áreas correlatas realizem estudos parecidos com este, para a expansão de marcas no mercado.Submitted by Adriana Alves Rodrigues (aalves@espm.br) on 2020-11-09T17:39:10Z No. of bitstreams: 1 Ricardo Ribeiro Silva.pdf: 1536962 bytes, checksum: b51cde545d4ee2d4623176e1a2b46f88 (MD5)Approved for entry into archive by Adriana Alves Rodrigues (aalves@espm.br) on 2020-11-09T17:40:44Z (GMT) No. of bitstreams: 1 Ricardo Ribeiro Silva.pdf: 1536962 bytes, checksum: b51cde545d4ee2d4623176e1a2b46f88 (MD5)Approved for entry into archive by Adriana Alves Rodrigues (aalves@espm.br) on 2020-11-09T17:40:57Z (GMT) No. of bitstreams: 1 Ricardo Ribeiro Silva.pdf: 1536962 bytes, checksum: b51cde545d4ee2d4623176e1a2b46f88 (MD5)Made available in DSpace on 2020-11-09T17:41:11Z (GMT). No. of bitstreams: 1 Ricardo Ribeiro Silva.pdf: 1536962 bytes, checksum: b51cde545d4ee2d4623176e1a2b46f88 (MD5) Previous issue date: 2019-11-11application/pdfhttp://tede2.espm.br/retrieve/1742/Ricardo%20Ribeiro%20Silva.pdf.jpgporEscola Superior de Propaganda e MarketingPrograma de Mestrado Profissional em Comportamento do ConsumidorESPMBrasilESPM::Pós-Graduação Stricto Sensuomnichannel; consumer behavior; digital marketing; geomarketingomnichannel; consumer behavior; digital marketing; geomarketingCIENCIAS SOCIAIS APLICADAS::ADMINISTRACAOImpacto da distância de lojas físicas nas vendas diretas do e-commerceImpact of distance from physical stores on direct e-commerce salesinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesis-5003969050085565866500500600-44551937530918523288024035432632778221info:eu-repo/semantics/openAccessreponame:Biblioteca Digital de Teses e Dissertações da ESPMinstname:Escola Superior de Propaganda e Marketing (ESPM)instacron:ESPMTHUMBNAILRicardo Ribeiro Silva.pdf.jpgRicardo Ribeiro Silva.pdf.jpgimage/jpeg5112http://tede2.espm.br:8080/tede/bitstream/tede/519/4/Ricardo+Ribeiro+Silva.pdf.jpg8df23ca8bba60d74673a857544a1cd4eMD54TEXTRicardo Ribeiro Silva.pdf.txtRicardo Ribeiro Silva.pdf.txttext/plain92393http://tede2.espm.br:8080/tede/bitstream/tede/519/3/Ricardo+Ribeiro+Silva.pdf.txt7302701d3e300f4b7481ef2775f2d611MD53ORIGINALRicardo Ribeiro Silva.pdfRicardo Ribeiro Silva.pdfapplication/pdf1536962http://tede2.espm.br:8080/tede/bitstream/tede/519/2/Ricardo+Ribeiro+Silva.pdfb51cde545d4ee2d4623176e1a2b46f88MD52LICENSElicense.txtlicense.txttext/plain; charset=utf-81912http://tede2.espm.br:8080/tede/bitstream/tede/519/1/license.txt652c58b294e08ded719d10bdbc42f8ceMD51tede/5192020-11-10 02:00:39.428oai:tede2.espm.br: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Biblioteca Digital de Teses e Dissertaçõeshttps://tede2.espm.br/http://tede2.espm.br/oai/requestacervodigital@espm.br||hribeiro@espm.bropendoar:2020-11-10T04:00:39Biblioteca Digital de Teses e Dissertações da ESPM - Escola Superior de Propaganda e Marketing (ESPM)false |
dc.title.por.fl_str_mv |
Impacto da distância de lojas físicas nas vendas diretas do e-commerce |
dc.title.alternative.eng.fl_str_mv |
Impact of distance from physical stores on direct e-commerce sales |
title |
Impacto da distância de lojas físicas nas vendas diretas do e-commerce |
spellingShingle |
Impacto da distância de lojas físicas nas vendas diretas do e-commerce Silva, Ricardo Ribeiro omnichannel; consumer behavior; digital marketing; geomarketing omnichannel; consumer behavior; digital marketing; geomarketing CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO |
title_short |
Impacto da distância de lojas físicas nas vendas diretas do e-commerce |
title_full |
Impacto da distância de lojas físicas nas vendas diretas do e-commerce |
title_fullStr |
Impacto da distância de lojas físicas nas vendas diretas do e-commerce |
title_full_unstemmed |
Impacto da distância de lojas físicas nas vendas diretas do e-commerce |
title_sort |
Impacto da distância de lojas físicas nas vendas diretas do e-commerce |
author |
Silva, Ricardo Ribeiro |
author_facet |
Silva, Ricardo Ribeiro |
author_role |
author |
dc.contributor.advisor1.fl_str_mv |
Figueiredo, Júlio César Bastos de |
dc.contributor.referee1.fl_str_mv |
Almeida, Luciana Florêncio de |
dc.contributor.referee2.fl_str_mv |
Crescitelli, Edson |
dc.contributor.authorID.fl_str_mv |
38570026897 |
dc.contributor.authorLattes.fl_str_mv |
http://buscatextual.cnpq.br/buscatextual/visualizacv.do?id=K8703843D6&tokenCaptchar=03AGdBq25d8aPGjRgXBRYytyzEhQ4UEH_GJX2S7Uu9yOjADQH-gEITiIQT7ApfHe64mCO0LwFEIk5WBZnYnT1kerd6v0tB0XXsYi5f3LOB21ukR5jHCNP8HSHx0Y_EwO8vwfkadARHpX0WQjE0IBs7e0ixv68LsPf5PJ7OIa0QWzTAyEbV2YLcjwdqwr0c-b2nUTYAYzv9_z8JihpTs1C4qrpv33251PAyjzGWpqevcFmil26g6LdCSHAMj42_uwyALY0_kgSNC_s006M3lLYJz9fRfMu2lJbB4oovqFvvzjx2BT377uPEKUYmPmp4CGBp4_IRghiUGeZI13WB9idiS4ZMBsd5EN6pxOpNbqPhTeuFFxJtqlQGuISO-UwOEj3ryQFMrCfpWIUIHt8i6FlDRDdSs-HcEo1QRCjgyjXNdCeQufq8NRT61dk51dtDKOiP3r93j2dVsunFJWJmCXz0pwz8os3xyyBr4g |
dc.contributor.author.fl_str_mv |
Silva, Ricardo Ribeiro |
contributor_str_mv |
Figueiredo, Júlio César Bastos de Almeida, Luciana Florêncio de Crescitelli, Edson |
dc.subject.por.fl_str_mv |
omnichannel; consumer behavior; digital marketing; geomarketing |
topic |
omnichannel; consumer behavior; digital marketing; geomarketing omnichannel; consumer behavior; digital marketing; geomarketing CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO |
dc.subject.eng.fl_str_mv |
omnichannel; consumer behavior; digital marketing; geomarketing |
dc.subject.cnpq.fl_str_mv |
CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO |
description |
The main objective from this study is to analyzethe correlation between the client distance from a physical store and his volume of purchases in their ecommerce from an underwear brand. The presence of moderator elements between them were also studied (customer age and monthly wage).To achieve the results, this study is going to use a simple linear regression based on the enterprise data acquired and used in this study processed with geomarketing tools. As a result, it was obtained the existence of a negative correlation between the consumer distance to a physical store and the medium volume or purchases in the online store. It was also possible to show that the relation between the medium number of purchases and the distance of the consumer to a physical store has a potency rule, which was possible to extract a relation coefficient between distance and purchase volume. According to the study results, this negative relation was observed as a result from the enterprise brand memory caused by the proximity of the customer towards a store. This study expand the omni-channel literature and also allows managers to apply this model to their marketing expansion strategy in order to have quantitative data about where to expand the brand. |
publishDate |
2019 |
dc.date.issued.fl_str_mv |
2019-11-11 |
dc.date.accessioned.fl_str_mv |
2020-11-09T17:41:11Z |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/masterThesis |
format |
masterThesis |
status_str |
publishedVersion |
dc.identifier.citation.fl_str_mv |
Silva, Ricardo Ribeiro. Impacto da distância de lojas físicas nas vendas diretas do e-commerce. 2019. [65 f.]. Dissertação ( Programa de Mestrado Profissional em Comportamento do Consumidor) - Escola Superior de Propaganda e Marketing, [São Paulo] . |
dc.identifier.uri.fl_str_mv |
http://tede2.espm.br/handle/tede/519 |
identifier_str_mv |
Silva, Ricardo Ribeiro. Impacto da distância de lojas físicas nas vendas diretas do e-commerce. 2019. [65 f.]. Dissertação ( Programa de Mestrado Profissional em Comportamento do Consumidor) - Escola Superior de Propaganda e Marketing, [São Paulo] . |
url |
http://tede2.espm.br/handle/tede/519 |
dc.language.iso.fl_str_mv |
por |
language |
por |
dc.relation.program.fl_str_mv |
-5003969050085565866 |
dc.relation.confidence.fl_str_mv |
500 500 600 |
dc.relation.department.fl_str_mv |
-4455193753091852328 |
dc.relation.cnpq.fl_str_mv |
8024035432632778221 |
dc.rights.driver.fl_str_mv |
info:eu-repo/semantics/openAccess |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.publisher.none.fl_str_mv |
Escola Superior de Propaganda e Marketing |
dc.publisher.program.fl_str_mv |
Programa de Mestrado Profissional em Comportamento do Consumidor |
dc.publisher.initials.fl_str_mv |
ESPM |
dc.publisher.country.fl_str_mv |
Brasil |
dc.publisher.department.fl_str_mv |
ESPM::Pós-Graduação Stricto Sensu |
publisher.none.fl_str_mv |
Escola Superior de Propaganda e Marketing |
dc.source.none.fl_str_mv |
reponame:Biblioteca Digital de Teses e Dissertações da ESPM instname:Escola Superior de Propaganda e Marketing (ESPM) instacron:ESPM |
instname_str |
Escola Superior de Propaganda e Marketing (ESPM) |
instacron_str |
ESPM |
institution |
ESPM |
reponame_str |
Biblioteca Digital de Teses e Dissertações da ESPM |
collection |
Biblioteca Digital de Teses e Dissertações da ESPM |
bitstream.url.fl_str_mv |
http://tede2.espm.br:8080/tede/bitstream/tede/519/4/Ricardo+Ribeiro+Silva.pdf.jpg http://tede2.espm.br:8080/tede/bitstream/tede/519/3/Ricardo+Ribeiro+Silva.pdf.txt http://tede2.espm.br:8080/tede/bitstream/tede/519/2/Ricardo+Ribeiro+Silva.pdf http://tede2.espm.br:8080/tede/bitstream/tede/519/1/license.txt |
bitstream.checksum.fl_str_mv |
8df23ca8bba60d74673a857544a1cd4e 7302701d3e300f4b7481ef2775f2d611 b51cde545d4ee2d4623176e1a2b46f88 652c58b294e08ded719d10bdbc42f8ce |
bitstream.checksumAlgorithm.fl_str_mv |
MD5 MD5 MD5 MD5 |
repository.name.fl_str_mv |
Biblioteca Digital de Teses e Dissertações da ESPM - Escola Superior de Propaganda e Marketing (ESPM) |
repository.mail.fl_str_mv |
acervodigital@espm.br||hribeiro@espm.br |
_version_ |
1809112864971030528 |