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: | |
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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 |
Resumo: | 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. |
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Martins, Paula Leal de OliveiraEscolas::EAESPBotelho, DelaneVarotto, Luís FernandoParente, Juracy Gomes2017-03-22T16:15:17Z2017-03-22T16:15:17Z2017-02-23MARTINS, Paula Leal de Oliveira. 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'. Dissertação (Mestrado em Administração de Empresas) - FGV - Fundação Getúlio Vargas, São Paulo, 2017.http://hdl.handle.net/10438/18071The 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.Os shoppings tornaram-se polos de compra e lazer, sobretudo para as classes média e alta. Os polos de rua, por sua vez, sofrem processo contínuo de deterioração. Outro fator relevante ao estudo do comportamento de consumo diz respeito aos valores na experiência de compra. Em geral, as experiências de compra têm sido operacionalizadas como um consruto bidimensional: utilitária ou hedônica. Tendo em vista o cenário de crescimento de novos consumidores de classes mais baixas, esse trabalho tem como objetivo geral o de investigar o papel moderador do local de compra e da renda na relação entre as dimensões utilitárias e hedônicas na experiência de compra e as respostas do “shopper” (satisfação, boca a boca e intenção de recompra). Foram coletados 308 questionários de consumidoras de uma rede varejista, em polos de rua de alta e baixa renda e em shoppings de alta e baixa renda. Para a análise dos dados, foi utilizada a ANOVA e o PLS-SEM. Os dados revelaram que os valores utilitários e hedônicos na experiência de compra são maiores na baixa renda do que na alta renda. Com relação aos valores na experiência de compra e o tipo de aglomerado (shopping center ou polo de rua), foi apurado que não existem diferenças significativas. Visto que nos dias atuais, independente da renda, as pessoas conversam e trocam informações o tempo todo, a renda do indivíduo não modera a relação entre valores na experiência de compra e boca a boca. Por fim, a relação entre o valor utilitário e a intenção de recompra na baixa renda não apresenta, necessariamente, uma relação positiva, já que esta última estará sempre buscando o local que oferecer um maior benefício custo. Além disso, a intenção de recompra ocorre mais nos shoppings, o que sugere uma força da experiência de compra nessa resposta do consumidor.porUtilitarian valueHedonic valueSatisfactionWord-of-mouthRepurchase intentionLow incomeStreet poloShopping centerValor utilitárioValor hedônicoSatisfaçãoBoca a bocaIntenção de recompraBaixa rendaPolo varejista de ruaAdministração de empresasComportamento do consumidorCentros comerciaisCompras - Aspectos psicológicosShopping center ou polo de rua? 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|
dc.title.por.fl_str_mv |
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' |
title |
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' |
spellingShingle |
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' Martins, Paula Leal de Oliveira 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 |
title_short |
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' |
title_full |
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' |
title_fullStr |
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' |
title_full_unstemmed |
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' |
title_sort |
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' |
author |
Martins, Paula Leal de Oliveira |
author_facet |
Martins, Paula Leal de Oliveira |
author_role |
author |
dc.contributor.unidadefgv.por.fl_str_mv |
Escolas::EAESP |
dc.contributor.member.none.fl_str_mv |
Botelho, Delane Varotto, Luís Fernando |
dc.contributor.author.fl_str_mv |
Martins, Paula Leal de Oliveira |
dc.contributor.advisor1.fl_str_mv |
Parente, Juracy Gomes |
contributor_str_mv |
Parente, Juracy Gomes |
dc.subject.eng.fl_str_mv |
Utilitarian value Hedonic value Satisfaction Word-of-mouth Repurchase intention Low income Street polo Shopping center |
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 |
dc.subject.por.fl_str_mv |
Valor utilitário Valor hedônico Satisfação Boca a boca Intenção de recompra Baixa renda Polo varejista de rua |
dc.subject.area.por.fl_str_mv |
Administração de empresas |
dc.subject.bibliodata.por.fl_str_mv |
Comportamento do consumidor Centros comerciais Compras - Aspectos psicológicos |
description |
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. |
publishDate |
2017 |
dc.date.accessioned.fl_str_mv |
2017-03-22T16:15:17Z |
dc.date.available.fl_str_mv |
2017-03-22T16:15:17Z |
dc.date.issued.fl_str_mv |
2017-02-23 |
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 |
MARTINS, Paula Leal de Oliveira. 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'. Dissertação (Mestrado em Administração de Empresas) - FGV - Fundação Getúlio Vargas, São Paulo, 2017. |
dc.identifier.uri.fl_str_mv |
http://hdl.handle.net/10438/18071 |
identifier_str_mv |
MARTINS, Paula Leal de Oliveira. 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'. Dissertação (Mestrado em Administração de Empresas) - FGV - Fundação Getúlio Vargas, São Paulo, 2017. |
url |
http://hdl.handle.net/10438/18071 |
dc.language.iso.fl_str_mv |
por |
language |
por |
dc.rights.driver.fl_str_mv |
info:eu-repo/semantics/openAccess |
eu_rights_str_mv |
openAccess |
dc.source.none.fl_str_mv |
reponame:Repositório Institucional do FGV (FGV Repositório Digital) instname:Fundação Getulio Vargas (FGV) instacron:FGV |
instname_str |
Fundação Getulio Vargas (FGV) |
instacron_str |
FGV |
institution |
FGV |
reponame_str |
Repositório Institucional do FGV (FGV Repositório Digital) |
collection |
Repositório Institucional do FGV (FGV Repositório Digital) |
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Repositório Institucional do FGV (FGV Repositório Digital) - Fundação Getulio Vargas (FGV) |
repository.mail.fl_str_mv |
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1802749785044680704 |