From the physical to the online environment: impacts of the digital transformation on consumer attitudes
Autor(a) principal: | |
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Data de Publicação: | 2023 |
Outros Autores: | , |
Tipo de documento: | Artigo |
Idioma: | por |
Título da fonte: | REMark - Revista Brasileira de Marketing |
Texto Completo: | https://periodicos.uninove.br/remark/article/view/22327 |
Resumo: | Objective: To analyze the perception of consumers regarding their experiences in physical stores versus online stores and what motivates them to choose one or the other. Method: Qualitative-exploratory. Main results: The results revealed that the preference for using digital means is not directly related to consumer age groups, with different perceptions observed among the consumers. Older people value the convenience, variety and time savings brought by online shopping, while some younger people prefer going to physical stores to look at the products and feel more secure about their purchases. Customer retention in online shopping is boosted by low prices and loyalty programs, but personalized ads generate mixed opinions. The co-creation of value through consumer feedback was shown to be effective only in specific situations. Theoretical contributions: The theoretical contribution resides in the fact that marketing and innovation have common interfaces, such as the phenomenon of digital transformation. Two practical contributions: Expanding digital channels due to the digital transformation and the importance of loyalty programs for online stores. Relevance: Although there is a clear understanding of the active role consumers play in marketing, there is still a gap in the literature regarding whether the digital transformation altered the reasons for which consumers choose between online or physical stores. Furthermore, this work also presents consumer profiles based on the change from the physical to the online environment. |
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From the physical to the online environment: impacts of the digital transformation on consumer attitudesDo ambiente físico ao online: reflexos da transformação digital nas atitudes do consumidorTransformação digitalMarketingVenda onlineConsumidorDigital transformationMarketingOnline salesConsumersObjective: To analyze the perception of consumers regarding their experiences in physical stores versus online stores and what motivates them to choose one or the other. Method: Qualitative-exploratory. Main results: The results revealed that the preference for using digital means is not directly related to consumer age groups, with different perceptions observed among the consumers. Older people value the convenience, variety and time savings brought by online shopping, while some younger people prefer going to physical stores to look at the products and feel more secure about their purchases. Customer retention in online shopping is boosted by low prices and loyalty programs, but personalized ads generate mixed opinions. The co-creation of value through consumer feedback was shown to be effective only in specific situations. Theoretical contributions: The theoretical contribution resides in the fact that marketing and innovation have common interfaces, such as the phenomenon of digital transformation. Two practical contributions: Expanding digital channels due to the digital transformation and the importance of loyalty programs for online stores. Relevance: Although there is a clear understanding of the active role consumers play in marketing, there is still a gap in the literature regarding whether the digital transformation altered the reasons for which consumers choose between online or physical stores. Furthermore, this work also presents consumer profiles based on the change from the physical to the online environment.Objetivo: Analisar qual a percepção dos consumidores relacionando sua experiência em lojas físicas versus lojas online, e o que os motiva a escolher uma ou outra. Método: Qualitativo-exploratório. Principais resultados: Os resultados revelaram que a preferência pelo uso de meios digitais não está diretamente relacionada à faixa etária, com percepções diferentes entre os consumidores. Pessoas mais velhas valorizam a conveniência, variedade e economia de tempo das compras online, enquanto alguns jovens preferem lojas físicas para observar os produtos e se sentirem mais seguros. A fidelização nas compras online é impulsionada por preços baixos e programas de fidelidade, mas os anúncios personalizados geram opiniões divergentes. A co-criação de valor por meio do feedback do consumidor mostrou-se efetiva apenas em situações específicas. Contribuições teóricas: A contribuição teórica reside no fato de que o marketing e a inovação têm interfaces em comum, como por exemplo o fenômeno da transformação digital. Duas contribuições práticas: expansão dos canais digitais devido à transformação digital e importância dos programas de fidelização para lojas online. Relevância: Embora se tenha um claro entendimento do papel ativo dos clientes no marketing, ainda há uma lacuna na literatura sobre se a TD alterou os motivos pelos quais os consumidores escolhem entre canais de compra digitais ou lojas físicas, ademais esse trabalho também apresenta perfis de consumidores a partir da mudança do ambiente físico para o online.Universidade Nove de Julho - Uninove2023-12-18info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfhttps://periodicos.uninove.br/remark/article/view/2232710.5585/remark.v22i4.22327ReMark - Revista Brasileira de Marketing; v. 22 n. 4 (2023): Special Issue Marketing and Digital Transformation; 1474-1539 2177-5184reponame:REMark - Revista Brasileira de Marketinginstname:Universidade Nove de Julho (UNINOVE)instacron:RBMporhttps://periodicos.uninove.br/remark/article/view/22327/10538Copyright (c) 2023 ReMark - Revista Brasileira de Marketinghttps://creativecommons.org/licenses/by-nc-sa/4.0info:eu-repo/semantics/openAccessFitz- Oliveira, MônicaWasgen, Alexsandra MariaSlongo, Luiz Antonio2023-12-29T19:42:22Zoai:ojs.periodicos.uninove.br:article/22327Revistahttps://periodicos.uninove.br/remarkPRIhttps://periodicos.uninove.br/remark/oaiclaudiaraac@uol.com.br || admin@revistabrasileiramarketing.org || admin@revistabrasileiramarketing.org2177-51842177-5184opendoar:2023-12-29T19:42:22REMark - Revista Brasileira de Marketing - Universidade Nove de Julho (UNINOVE)false |
dc.title.none.fl_str_mv |
From the physical to the online environment: impacts of the digital transformation on consumer attitudes Do ambiente físico ao online: reflexos da transformação digital nas atitudes do consumidor |
title |
From the physical to the online environment: impacts of the digital transformation on consumer attitudes |
spellingShingle |
From the physical to the online environment: impacts of the digital transformation on consumer attitudes Fitz- Oliveira, Mônica Transformação digital Marketing Venda online Consumidor Digital transformation Marketing Online sales Consumers |
title_short |
From the physical to the online environment: impacts of the digital transformation on consumer attitudes |
title_full |
From the physical to the online environment: impacts of the digital transformation on consumer attitudes |
title_fullStr |
From the physical to the online environment: impacts of the digital transformation on consumer attitudes |
title_full_unstemmed |
From the physical to the online environment: impacts of the digital transformation on consumer attitudes |
title_sort |
From the physical to the online environment: impacts of the digital transformation on consumer attitudes |
author |
Fitz- Oliveira, Mônica |
author_facet |
Fitz- Oliveira, Mônica Wasgen, Alexsandra Maria Slongo, Luiz Antonio |
author_role |
author |
author2 |
Wasgen, Alexsandra Maria Slongo, Luiz Antonio |
author2_role |
author author |
dc.contributor.author.fl_str_mv |
Fitz- Oliveira, Mônica Wasgen, Alexsandra Maria Slongo, Luiz Antonio |
dc.subject.por.fl_str_mv |
Transformação digital Marketing Venda online Consumidor Digital transformation Marketing Online sales Consumers |
topic |
Transformação digital Marketing Venda online Consumidor Digital transformation Marketing Online sales Consumers |
description |
Objective: To analyze the perception of consumers regarding their experiences in physical stores versus online stores and what motivates them to choose one or the other. Method: Qualitative-exploratory. Main results: The results revealed that the preference for using digital means is not directly related to consumer age groups, with different perceptions observed among the consumers. Older people value the convenience, variety and time savings brought by online shopping, while some younger people prefer going to physical stores to look at the products and feel more secure about their purchases. Customer retention in online shopping is boosted by low prices and loyalty programs, but personalized ads generate mixed opinions. The co-creation of value through consumer feedback was shown to be effective only in specific situations. Theoretical contributions: The theoretical contribution resides in the fact that marketing and innovation have common interfaces, such as the phenomenon of digital transformation. Two practical contributions: Expanding digital channels due to the digital transformation and the importance of loyalty programs for online stores. Relevance: Although there is a clear understanding of the active role consumers play in marketing, there is still a gap in the literature regarding whether the digital transformation altered the reasons for which consumers choose between online or physical stores. Furthermore, this work also presents consumer profiles based on the change from the physical to the online environment. |
publishDate |
2023 |
dc.date.none.fl_str_mv |
2023-12-18 |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
https://periodicos.uninove.br/remark/article/view/22327 10.5585/remark.v22i4.22327 |
url |
https://periodicos.uninove.br/remark/article/view/22327 |
identifier_str_mv |
10.5585/remark.v22i4.22327 |
dc.language.iso.fl_str_mv |
por |
language |
por |
dc.relation.none.fl_str_mv |
https://periodicos.uninove.br/remark/article/view/22327/10538 |
dc.rights.driver.fl_str_mv |
Copyright (c) 2023 ReMark - Revista Brasileira de Marketing https://creativecommons.org/licenses/by-nc-sa/4.0 info:eu-repo/semantics/openAccess |
rights_invalid_str_mv |
Copyright (c) 2023 ReMark - Revista Brasileira de Marketing https://creativecommons.org/licenses/by-nc-sa/4.0 |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.publisher.none.fl_str_mv |
Universidade Nove de Julho - Uninove |
publisher.none.fl_str_mv |
Universidade Nove de Julho - Uninove |
dc.source.none.fl_str_mv |
ReMark - Revista Brasileira de Marketing; v. 22 n. 4 (2023): Special Issue Marketing and Digital Transformation; 1474-1539 2177-5184 reponame:REMark - Revista Brasileira de Marketing instname:Universidade Nove de Julho (UNINOVE) instacron:RBM |
instname_str |
Universidade Nove de Julho (UNINOVE) |
instacron_str |
RBM |
institution |
RBM |
reponame_str |
REMark - Revista Brasileira de Marketing |
collection |
REMark - Revista Brasileira de Marketing |
repository.name.fl_str_mv |
REMark - Revista Brasileira de Marketing - Universidade Nove de Julho (UNINOVE) |
repository.mail.fl_str_mv |
claudiaraac@uol.com.br || admin@revistabrasileiramarketing.org || admin@revistabrasileiramarketing.org |
_version_ |
1799138639637118976 |