Diversity in Retail: Impacts of Accessibility and Inclusion in Purchase Intent

Detalhes bibliográficos
Autor(a) principal: Faria, Marina Dias
Data de Publicação: 2013
Outros Autores: Siqueira, Rodrigo Pereira, Carvalho, José Luis Felicio
Tipo de documento: Artigo
Idioma: eng
por
Título da fonte: REMark - Revista Brasileira de Marketing
Texto Completo: https://periodicos.uninove.br/remark/article/view/12008
Resumo: Thisstudy aims toevaluate the effectof a stores accessibilityandthe inclusion ofemployeeswith disabilitieson the attempt topurchase bynon-disabled consumersin aretail environment. A methodological strategywas used during the empirical phaseof the research, whereby it was possible to simulate the real situations to allow adjustment of the six experimental factors that the research hypotheses established. Data collection was based on a questionnaire administered to 267 subjects, and to treat the data, graphical analysis, evaluation of outliers, the Kolmogorov-Smirnov test, and the nonparametric Mann-Whitney U procedures were performed. The resultssuggest thatthe consumers have littlewillingness to be served bydeficienthandicapped personsin situations of retail purchase,and theseconsumersdo not seemto valueanaccessible environment.
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spelling Diversity in Retail: Impacts of Accessibility and Inclusion in Purchase IntentDiversidade no Varejo: Impactos de Acessibilidade e Inclusão na Intenção de CompraRetail marketing; Disabled consumers; Accessibility.Marketing de varejo; Pessoas com deficiências; AcessibilidadeThisstudy aims toevaluate the effectof a stores accessibilityandthe inclusion ofemployeeswith disabilitieson the attempt topurchase bynon-disabled consumersin aretail environment. A methodological strategywas used during the empirical phaseof the research, whereby it was possible to simulate the real situations to allow adjustment of the six experimental factors that the research hypotheses established. Data collection was based on a questionnaire administered to 267 subjects, and to treat the data, graphical analysis, evaluation of outliers, the Kolmogorov-Smirnov test, and the nonparametric Mann-Whitney U procedures were performed. The resultssuggest thatthe consumers have littlewillingness to be served bydeficienthandicapped personsin situations of retail purchase,and theseconsumersdo not seemto valueanaccessible environment.O presente trabalho tem por objetivo principal avaliar o efeito da acessibilidade da loja e da incluso de funcionrios com deficincias nas intenes de compra por parte de consumidores no deficientes em um ambiente de varejo. Dois objetivos intermedirios foram estabelecidos e traduzidos em hipteses a serem verificadas na fase emprica da pesquisa: (1) investigar se as informaes sobre acessibilidade da loja e incluso de funcionrios deficientes, em comparao com a ausncia dessas informaes, teriam efeitos positivos nas intenes de compra por consumidores no deficientes; e (2) comparar as intenes de compra por parte de consumidores no deficientes com relao a lojas acessveis no varejo e lojas em que o pessoal de contato formado por funcionrios com deficincias, com lojas em que se sobressaem os benefcios do desconto no preo e da localizao do varejista. Para atingir tais objetivos, utilizou-se como estratgia metodolgica na fase emprica da pesquisa o estudo experimental com suporte de cenrios. Tomados em conjunto, os resultados levam a crer que, aparentemente, h pouca disposio por parte dos consumidores no deficientes em serem atendidos por funcionrios deficientes em situaes de compra no varejo, e esses consumidores parecem no valorizar um ambiente acessvel.DOI: 10.5585/remark.v12i3.2343Universidade Nove de Julho - Uninove2013-12-06info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionAvaliado por ParesPeer-reviewed Articleapplication/pdfapplication/pdfhttps://periodicos.uninove.br/remark/article/view/1200810.5585/remark.v12i3.2343ReMark - Revista Brasileira de Marketing; v. 12, n. 3 (2013): Julho - Setembro; 231-2592177-5184reponame:REMark - Revista Brasileira de Marketinginstname:Universidade Nove de Julho (UNINOVE)instacron:RBMengporhttps://periodicos.uninove.br/remark/article/view/12008/5636https://periodicos.uninove.br/remark/article/view/12008/5637Direitos autorais 2019 Revista Brasileira de Marketing – Remarkinfo:eu-repo/semantics/openAccessFaria, Marina DiasSiqueira, Rodrigo PereiraCarvalho, José Luis Felicio2019-02-19T17:44:32Zoai:https://periodicos.uninove.br:article/12008Revistahttps://periodicos.uninove.br/remarkPRIhttps://periodicos.uninove.br/remark/oaiclaudiaraac@uol.com.br || admin@revistabrasileiramarketing.org || admin@revistabrasileiramarketing.org2177-51842177-5184opendoar:2019-02-19T17:44:32REMark - Revista Brasileira de Marketing - Universidade Nove de Julho (UNINOVE)false
dc.title.none.fl_str_mv Diversity in Retail: Impacts of Accessibility and Inclusion in Purchase Intent
Diversidade no Varejo: Impactos de Acessibilidade e Inclusão na Intenção de Compra
title Diversity in Retail: Impacts of Accessibility and Inclusion in Purchase Intent
spellingShingle Diversity in Retail: Impacts of Accessibility and Inclusion in Purchase Intent
Faria, Marina Dias
Retail marketing; Disabled consumers; Accessibility.
Marketing de varejo; Pessoas com deficiências; Acessibilidade
title_short Diversity in Retail: Impacts of Accessibility and Inclusion in Purchase Intent
title_full Diversity in Retail: Impacts of Accessibility and Inclusion in Purchase Intent
title_fullStr Diversity in Retail: Impacts of Accessibility and Inclusion in Purchase Intent
title_full_unstemmed Diversity in Retail: Impacts of Accessibility and Inclusion in Purchase Intent
title_sort Diversity in Retail: Impacts of Accessibility and Inclusion in Purchase Intent
author Faria, Marina Dias
author_facet Faria, Marina Dias
Siqueira, Rodrigo Pereira
Carvalho, José Luis Felicio
author_role author
author2 Siqueira, Rodrigo Pereira
Carvalho, José Luis Felicio
author2_role author
author
dc.contributor.author.fl_str_mv Faria, Marina Dias
Siqueira, Rodrigo Pereira
Carvalho, José Luis Felicio
dc.subject.por.fl_str_mv Retail marketing; Disabled consumers; Accessibility.
Marketing de varejo; Pessoas com deficiências; Acessibilidade
topic Retail marketing; Disabled consumers; Accessibility.
Marketing de varejo; Pessoas com deficiências; Acessibilidade
description Thisstudy aims toevaluate the effectof a stores accessibilityandthe inclusion ofemployeeswith disabilitieson the attempt topurchase bynon-disabled consumersin aretail environment. A methodological strategywas used during the empirical phaseof the research, whereby it was possible to simulate the real situations to allow adjustment of the six experimental factors that the research hypotheses established. Data collection was based on a questionnaire administered to 267 subjects, and to treat the data, graphical analysis, evaluation of outliers, the Kolmogorov-Smirnov test, and the nonparametric Mann-Whitney U procedures were performed. The resultssuggest thatthe consumers have littlewillingness to be served bydeficienthandicapped personsin situations of retail purchase,and theseconsumersdo not seemto valueanaccessible environment.
publishDate 2013
dc.date.none.fl_str_mv 2013-12-06
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Avaliado por Pares
Peer-reviewed Article
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv https://periodicos.uninove.br/remark/article/view/12008
10.5585/remark.v12i3.2343
url https://periodicos.uninove.br/remark/article/view/12008
identifier_str_mv 10.5585/remark.v12i3.2343
dc.language.iso.fl_str_mv eng
por
language eng
por
dc.relation.none.fl_str_mv https://periodicos.uninove.br/remark/article/view/12008/5636
https://periodicos.uninove.br/remark/article/view/12008/5637
dc.rights.driver.fl_str_mv Direitos autorais 2019 Revista Brasileira de Marketing – Remark
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Direitos autorais 2019 Revista Brasileira de Marketing – Remark
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
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. 12, n. 3 (2013): Julho - Setembro; 231-259
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
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