The Portuguese offline consumer behaviour: what drives customers buying offline in an online world?
Autor(a) principal: | |
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Data de Publicação: | 2016 |
Tipo de documento: | Dissertação |
Idioma: | eng |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | http://hdl.handle.net/10362/17582 |
Resumo: | Even though much attention has been paid to online consumer behavior, academic studies are deficient in comprehending offline consumer behavior. This study offers a survey of reflections concerning the Portuguese offline consumer behavior by observing how Portuguese adult consumers engage, embrace and act throughout the offline world, i.e., the offline media channels and the customer decision-making process at a store in regard of digital nativity, education and gender. Drawing on an online questionnaire and using a convenience sample of 471 respondents, data was analyzed using descriptive analysis and independent sample t-test analysis. The results observed indicate Portuguese consumers prefer calling or going to a store when they have an operational problem, value the credit card security at a store and that Portuguese females highly value touching and feeling the product at a store. Finally, implications for academics and marketeers are discussed. |
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The Portuguese offline consumer behaviour: what drives customers buying offline in an online world?Consumer behaviorDigital nativityOffline experiencePreferencesDomínio/Área Científica::Ciências Sociais::Economia e GestãoEven though much attention has been paid to online consumer behavior, academic studies are deficient in comprehending offline consumer behavior. This study offers a survey of reflections concerning the Portuguese offline consumer behavior by observing how Portuguese adult consumers engage, embrace and act throughout the offline world, i.e., the offline media channels and the customer decision-making process at a store in regard of digital nativity, education and gender. Drawing on an online questionnaire and using a convenience sample of 471 respondents, data was analyzed using descriptive analysis and independent sample t-test analysis. The results observed indicate Portuguese consumers prefer calling or going to a store when they have an operational problem, value the credit card security at a store and that Portuguese females highly value touching and feeling the product at a store. Finally, implications for academics and marketeers are discussed.Martinez, Luís FructuosoRUNLucas, Joana Sofia Fonseca Lopes2016-05-25T13:41:45Z2016-012016-01-01T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10362/17582TID:201526891enginfo:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2024-03-11T03:55:41Zoai:run.unl.pt:10362/17582Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T03:24:04.730150Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse |
dc.title.none.fl_str_mv |
The Portuguese offline consumer behaviour: what drives customers buying offline in an online world? |
title |
The Portuguese offline consumer behaviour: what drives customers buying offline in an online world? |
spellingShingle |
The Portuguese offline consumer behaviour: what drives customers buying offline in an online world? Lucas, Joana Sofia Fonseca Lopes Consumer behavior Digital nativity Offline experience Preferences Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
title_short |
The Portuguese offline consumer behaviour: what drives customers buying offline in an online world? |
title_full |
The Portuguese offline consumer behaviour: what drives customers buying offline in an online world? |
title_fullStr |
The Portuguese offline consumer behaviour: what drives customers buying offline in an online world? |
title_full_unstemmed |
The Portuguese offline consumer behaviour: what drives customers buying offline in an online world? |
title_sort |
The Portuguese offline consumer behaviour: what drives customers buying offline in an online world? |
author |
Lucas, Joana Sofia Fonseca Lopes |
author_facet |
Lucas, Joana Sofia Fonseca Lopes |
author_role |
author |
dc.contributor.none.fl_str_mv |
Martinez, Luís Fructuoso RUN |
dc.contributor.author.fl_str_mv |
Lucas, Joana Sofia Fonseca Lopes |
dc.subject.por.fl_str_mv |
Consumer behavior Digital nativity Offline experience Preferences Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
topic |
Consumer behavior Digital nativity Offline experience Preferences Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
description |
Even though much attention has been paid to online consumer behavior, academic studies are deficient in comprehending offline consumer behavior. This study offers a survey of reflections concerning the Portuguese offline consumer behavior by observing how Portuguese adult consumers engage, embrace and act throughout the offline world, i.e., the offline media channels and the customer decision-making process at a store in regard of digital nativity, education and gender. Drawing on an online questionnaire and using a convenience sample of 471 respondents, data was analyzed using descriptive analysis and independent sample t-test analysis. The results observed indicate Portuguese consumers prefer calling or going to a store when they have an operational problem, value the credit card security at a store and that Portuguese females highly value touching and feeling the product at a store. Finally, implications for academics and marketeers are discussed. |
publishDate |
2016 |
dc.date.none.fl_str_mv |
2016-05-25T13:41:45Z 2016-01 2016-01-01T00:00:00Z |
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.uri.fl_str_mv |
http://hdl.handle.net/10362/17582 TID:201526891 |
url |
http://hdl.handle.net/10362/17582 |
identifier_str_mv |
TID:201526891 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
dc.rights.driver.fl_str_mv |
info:eu-repo/semantics/openAccess |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.source.none.fl_str_mv |
reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação instacron:RCAAP |
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Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
instacron_str |
RCAAP |
institution |
RCAAP |
reponame_str |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
collection |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
repository.name.fl_str_mv |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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1799137876501331968 |