The influence of perceived design characteristics on customers’ purchase values

• Autor(a) principal: Sampaio, Cláudio Hoffmann
• Data de Publicação: 2009
• Outros Autores: Sanzi, Gianpietro, Slongo, Luiz Antonio, Perin, Marcelo Gattermann
• Tipo de documento: Artigo
• Idioma: por
• Título da fonte: Revista de Administração de Empresas
• Texto Completo: https://periodicos.fgv.br/rae/article/view/36374
• topic: Design characteristics; consumer purchase values; hedonic value; utilitarian value; bookstore; Características de design; valores de compra do consumidor; valor hedônico; valor utilitário; livraria

This paper explores the theme of consumer experience in the physical environment offered by service companies. The research evaluatedthe influence of design characteristics on the perception of value by customers of self-service retail purchases. We identified the consumer purchase values and the design characteristics perceived in the context of self-service retail, regarding lay-out, signage and illumination in the environment. The applied method was a cross-sectional survey, with a sample of 274 undergraduate students, who manifested their perceptions of three different self-service bookstores, illustrated with photos. The results pointed out to four design characteristics with significant influence on the formation of value of the consumer’s purchase from both the functional and hedonic perspectives.