Shopping center ou polo de rua? O papel moderador do local de compra e da renda na relação entre valor na experiência de compra e as respostas do 'shopper'

• Autor(a) principal: Martins, Paula Leal de Oliveira
• Data de Publicação: 2017
• Tipo de documento: Dissertação
• Idioma: por
• Título da fonte: Repositório Institucional do FGV (FGV Repositório Digital)
• Texto Completo: http://hdl.handle.net/10438/18071
• topic: Utilitarian value; Hedonic value; Satisfaction; Word-of-mouth; Repurchase intention; Low income; Street polo; Shopping center; Valor utilitário; Valor hedônico; Satisfação; Boca a boca; Intenção de recompra; Baixa renda; Polo varejista de rua; Administração de empresas; Comportamento do consumidor; Centros comerciais; Compras - Aspectos psicológicos

The street shops business, on the other hand, undergoes a continuous process of deterioration. Another relevant factor to the study of consumer behavior concerns the values in the buying experience. In general, the buying experiences value were operationalized as a two-dimensional consruct: utilitarian or hedonic. Considering the growth scenario of new consumers of lower income, this work has as general objective of investigating the moderating role of income and the place of purchase – shopping mall or high street retailers - in the relation between the utilitarian and hedonic dimensions in the purchase experience and the responses of the 'Shopper' (satisfaction, word of mouth and repurchase intention). 308 consumer questionnaires were collected from a retail network, at high and low income street poles and at high and low income of shopping malls. For data analysis, ANOVA and PLSSEM were used. The data revealed that there are no significant differences between the utilitarian and hedonic values and the type of cluster (shopping mall or street poles) and in relation to the utilitarian and hedonic values in the shopping experience, it was verified that both are higher in the low income segments. In addition, it was noticed that the low income consumer tends to present greater satisfaction when believes that the cost benefit involved was satisfactory, but presents different results for the hedonic values. Since people today, regardless of social class, talk and exchange information all the time, through social midia, the individual's income does not moderate the relationship between values in the shopping experience and word of mouth. Finally, the relationship between the utilitarian value and the intention to repurchase low income does not necessarily present a positive relationship, since the lowest price or benefit/cost does not necessarily belong to the last place that made a particular purchase. In addition, purchase intent occurs more in shopping malls, which suggests a strength of shopping experience in this consumer response.