Efeito da experiência do consumidor de varejo Omnichannel no boca a boca Off-line e Online
Autor(a) principal: | |
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Data de Publicação: | 2022 |
Tipo de documento: | Dissertação |
Idioma: | por |
Título da fonte: | Repositório Institucional da UFMS |
Texto Completo: | https://repositorio.ufms.br/handle/123456789/5371 |
Resumo: | A dynamic and competitive scenario has shown itself to retailers. Even they offering an omnichannel format, which seeks to meet the changing needs and preferences of consumers, has been used by companies from different sectors, but there is still the challenge of building meaningful experiences for consumers. Following the stimulus-organism-response (SOR) theoretical approach, using six dimensions (personalization, integration, aesthetics, interaction, customization and privacy/security), and a non-comparative Likert-type scale with seven points (1- I totally disagree to 7 - totally agree), in a deductive hypothetical model via quantitative technique, this study aimed to identify the effects of the omnichannel retail consumer experience on traditional (offline) and digital (online) word-of-mouth. 215 omnichannel retail consumers participated this research, whose responses were obtained through an electronic form. The collected data were analyzed using structural equation modeling. The results indicate that interaction is the dimension with the greatest positive effect on the omnichannel retail consumer experience, and traditional word-of-mouth (offline) overlaps when compared to word-of-mouth (online). In summary, even in an omnichannel retail environment, traditional word-of-mouth predominates, followed by word-of-mouth (social) and word-of-mouth (digital). |
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2022-11-22T12:13:19Z2022-11-22T12:13:19Z2022https://repositorio.ufms.br/handle/123456789/5371A dynamic and competitive scenario has shown itself to retailers. Even they offering an omnichannel format, which seeks to meet the changing needs and preferences of consumers, has been used by companies from different sectors, but there is still the challenge of building meaningful experiences for consumers. Following the stimulus-organism-response (SOR) theoretical approach, using six dimensions (personalization, integration, aesthetics, interaction, customization and privacy/security), and a non-comparative Likert-type scale with seven points (1- I totally disagree to 7 - totally agree), in a deductive hypothetical model via quantitative technique, this study aimed to identify the effects of the omnichannel retail consumer experience on traditional (offline) and digital (online) word-of-mouth. 215 omnichannel retail consumers participated this research, whose responses were obtained through an electronic form. The collected data were analyzed using structural equation modeling. The results indicate that interaction is the dimension with the greatest positive effect on the omnichannel retail consumer experience, and traditional word-of-mouth (offline) overlaps when compared to word-of-mouth (online). In summary, even in an omnichannel retail environment, traditional word-of-mouth predominates, followed by word-of-mouth (social) and word-of-mouth (digital).Um cenário dinâmico e competitivo tem se mostrado as empresas varejistas. O oferecimento de um formato omnichannel, que busca atender às mudanças das necessidades e preferências dos consumidores, tem sido utilizado por empresas de diferentes setores, mas ainda existe o desafio de construir experiências significativas para os consumidores. Seguindo a abordagem teórica estímulo-organismo-resposta (SOR), utilizando seis dimensões (personalização, integração, estética, interação, customização e privacidade/segurança), e, escala não comparativa do tipo Likert com sete pontos (1- discordo totalmente a 7 - concordo totalmente), em um modelo hipotético dedutivo via técnica quantitativa, este estudo objetivou identificar os efeitos da experiência do consumidor de varejo omnichannel no boca-a-boca tradicional (off-line) e digital (online). A pesquisa contou com a participação de 251 consumidores de varejo omnichannel, cujas respostas foram obtidas por meio de formulário eletrônico. Os dados coletados foram analisados por meio de modelagem de equações estruturais. Os resultados indicam que a interação é a dimensão de maior efeito positivo sobre a experiência do consumidor de varejo omnichannel, e o boca-a-boca tradicional (off-line) se sobrepõe quando comparado ao boca-a-boca (online). Em síntese, mesmo que em um ambiente de varejo omnichannel, o boca-a-boca tradicional predomina, seguido do sboca-a-boca (social) e do eboca-a-boca (digital).Fundação Universidade Federal de Mato Grosso do SulUFMSBrasilMarketingComportamento do ConsumidorVarejoTecnologia e InovaçãoComércio EletrônicoConsumer BehaviorRetailTechnology and InnovationE-commerceEfeito da experiência do consumidor de varejo Omnichannel no boca a boca Off-line e Onlineinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisFinocchio, Caroline Pauletto SpanholMaschio, Hélio Augustoinfo:eu-repo/semantics/openAccessporreponame:Repositório Institucional da UFMSinstname:Universidade Federal de Mato Grosso do Sul (UFMS)instacron:UFMSORIGINALEFEITO DA EXPERIÊNCIA DO CONSUMIDOR DE VAREJO OMNICHANNEL NO BOCA-A-BOCA OFF-LINE E ONLINE.pdfEFEITO DA EXPERIÊNCIA DO CONSUMIDOR DE VAREJO OMNICHANNEL NO BOCA-A-BOCA OFF-LINE E ONLINE.pdfapplication/pdf3516384https://repositorio.ufms.br/bitstream/123456789/5371/1/EFEITO%20DA%20EXPERI%c3%8aNCIA%20DO%20CONSUMIDOR%20DE%20VAREJO%20OMNICHANNEL%20NO%20BOCA-A-BOCA%20OFF-LINE%20E%20ONLINE.pdff8040703d51b9a22c1284b735e144fb9MD51123456789/53712023-05-05 07:51:34.723oai:repositorio.ufms.br:123456789/5371Repositório InstitucionalPUBhttps://repositorio.ufms.br/oai/requestri.prograd@ufms.bropendoar:21242023-05-05T11:51:34Repositório Institucional da UFMS - Universidade Federal de Mato Grosso do Sul (UFMS)false |
dc.title.pt_BR.fl_str_mv |
Efeito da experiência do consumidor de varejo Omnichannel no boca a boca Off-line e Online |
title |
Efeito da experiência do consumidor de varejo Omnichannel no boca a boca Off-line e Online |
spellingShingle |
Efeito da experiência do consumidor de varejo Omnichannel no boca a boca Off-line e Online Maschio, Hélio Augusto Marketing Comportamento do Consumidor Varejo Tecnologia e Inovação Comércio Eletrônico Consumer Behavior Retail Technology and Innovation E-commerce |
title_short |
Efeito da experiência do consumidor de varejo Omnichannel no boca a boca Off-line e Online |
title_full |
Efeito da experiência do consumidor de varejo Omnichannel no boca a boca Off-line e Online |
title_fullStr |
Efeito da experiência do consumidor de varejo Omnichannel no boca a boca Off-line e Online |
title_full_unstemmed |
Efeito da experiência do consumidor de varejo Omnichannel no boca a boca Off-line e Online |
title_sort |
Efeito da experiência do consumidor de varejo Omnichannel no boca a boca Off-line e Online |
author |
Maschio, Hélio Augusto |
author_facet |
Maschio, Hélio Augusto |
author_role |
author |
dc.contributor.advisor1.fl_str_mv |
Finocchio, Caroline Pauletto Spanhol |
dc.contributor.author.fl_str_mv |
Maschio, Hélio Augusto |
contributor_str_mv |
Finocchio, Caroline Pauletto Spanhol |
dc.subject.por.fl_str_mv |
Marketing Comportamento do Consumidor Varejo Tecnologia e Inovação Comércio Eletrônico Consumer Behavior Retail Technology and Innovation E-commerce |
topic |
Marketing Comportamento do Consumidor Varejo Tecnologia e Inovação Comércio Eletrônico Consumer Behavior Retail Technology and Innovation E-commerce |
description |
A dynamic and competitive scenario has shown itself to retailers. Even they offering an omnichannel format, which seeks to meet the changing needs and preferences of consumers, has been used by companies from different sectors, but there is still the challenge of building meaningful experiences for consumers. Following the stimulus-organism-response (SOR) theoretical approach, using six dimensions (personalization, integration, aesthetics, interaction, customization and privacy/security), and a non-comparative Likert-type scale with seven points (1- I totally disagree to 7 - totally agree), in a deductive hypothetical model via quantitative technique, this study aimed to identify the effects of the omnichannel retail consumer experience on traditional (offline) and digital (online) word-of-mouth. 215 omnichannel retail consumers participated this research, whose responses were obtained through an electronic form. The collected data were analyzed using structural equation modeling. The results indicate that interaction is the dimension with the greatest positive effect on the omnichannel retail consumer experience, and traditional word-of-mouth (offline) overlaps when compared to word-of-mouth (online). In summary, even in an omnichannel retail environment, traditional word-of-mouth predominates, followed by word-of-mouth (social) and word-of-mouth (digital). |
publishDate |
2022 |
dc.date.accessioned.fl_str_mv |
2022-11-22T12:13:19Z |
dc.date.available.fl_str_mv |
2022-11-22T12:13:19Z |
dc.date.issued.fl_str_mv |
2022 |
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 |
https://repositorio.ufms.br/handle/123456789/5371 |
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https://repositorio.ufms.br/handle/123456789/5371 |
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por |
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info:eu-repo/semantics/openAccess |
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openAccess |
dc.publisher.none.fl_str_mv |
Fundação Universidade Federal de Mato Grosso do Sul |
dc.publisher.initials.fl_str_mv |
UFMS |
dc.publisher.country.fl_str_mv |
Brasil |
publisher.none.fl_str_mv |
Fundação Universidade Federal de Mato Grosso do Sul |
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reponame:Repositório Institucional da UFMS instname:Universidade Federal de Mato Grosso do Sul (UFMS) instacron:UFMS |
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Repositório Institucional da UFMS |
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Repositório Institucional da UFMS - Universidade Federal de Mato Grosso do Sul (UFMS) |
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ri.prograd@ufms.br |
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