In the purchase’s essence: sensory and symbolic elements in the descriptions of perfume sales over the internet

Detalhes bibliográficos
Autor(a) principal: Paula, Brenda Allana Santos de
Data de Publicação: 2020
Outros Autores: Farias, Miriam Leite, Farias, Salomão Alencar de, Silva, Ilda Maria Moraes e
Tipo de documento: Artigo
Idioma: por
Título da fonte: Consumer Behavior Review
DOI: 10.51359/2526-7884.2020.244525
Texto Completo: https://periodicos.ufpe.br/revistas/index.php/cbr/article/view/244525
Resumo: This study aimed to analyse whether sensory and symbolic elements used in perfume descriptions in internet sales can positively influence the level of involvement and consumer buying intention. To do so, a quasi-experimental design was adopted with the creation of three scenarios: one control group and two experimental groups. Each participant was presented to only one of the scenarios created, characterizing the model between subjects. Regarding the results, it was found that it is not possible to perceive differences between the means of the groups in relation to the dependent variables, except for a negative association between sensory aspects and the level of involvement. Therefore, it was concluded that it may not be advantageous to invest in sensory and symbolic aspects present in the product description in internet sales, it is necessary to rethink this strategy due the fact that this environment has a certain limitation with hedonics products.
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spelling In the purchase’s essence: sensory and symbolic elements in the descriptions of perfume sales over the internetNa essência da compra: elementos sensoriais e simbólicos nas descrições de vendas de perfumes pela internetsensorial marketingsymbolic consumptionperfumesonline sales.marketing sensorialconsumo simbólicoperfumesvendas online.This study aimed to analyse whether sensory and symbolic elements used in perfume descriptions in internet sales can positively influence the level of involvement and consumer buying intention. To do so, a quasi-experimental design was adopted with the creation of three scenarios: one control group and two experimental groups. Each participant was presented to only one of the scenarios created, characterizing the model between subjects. Regarding the results, it was found that it is not possible to perceive differences between the means of the groups in relation to the dependent variables, except for a negative association between sensory aspects and the level of involvement. Therefore, it was concluded that it may not be advantageous to invest in sensory and symbolic aspects present in the product description in internet sales, it is necessary to rethink this strategy due the fact that this environment has a certain limitation with hedonics products.Este estudo teve o objetivo de analisar se elementos sensoriais e simbólicos utilizados nas descrições de perfumes em vendas pela internet podem influenciar positivamente o nível de envolvimento e intenção de compra do consumidor. Para tanto, adotou-se um desenho quase experimental com a criação de três cenários: um grupo de controle e dois grupos experimentais. Cada participante foi apresentado a apenas um dos cenários criados, caracterizando o modelo between subjects. Quanto aos resultados, verificou-se que não é possível perceber diferenças entre as médias dos grupos com relação às variáveis dependentes, com exceção de uma associação negativa entre aspectos sensoriais e o nível de envolvimento. Portanto, concluiu-se que talvez não seja vantajoso investir em aspectos sensoriais e simbólicos presentes na descrição do produto em vendas pela internet, é necessário repensar essa estratégia tendo em vista que esse meio possui certa limitação com produtos hedônicos.Universidade Federal de Pernambuco2020-09-10info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfhttps://periodicos.ufpe.br/revistas/index.php/cbr/article/view/24452510.51359/2526-7884.2020.244525CBR - Consumer Behavior Review; Vol. 4 No. 3 (2020): september-december; 216-228CBR - Consumer Behavior Review; v. 4 n. 3 (2020): setembro-dezembro; 216-2282526-7884reponame:Consumer Behavior Reviewinstname:Universidade Federal de Pernambuco (UFPE)instacron:UFPEporhttps://periodicos.ufpe.br/revistas/index.php/cbr/article/view/244525/36626Copyright (c) 2020 CBR - Consumer Behavior Reviewinfo:eu-repo/semantics/openAccessPaula, Brenda Allana Santos deFarias, Miriam LeiteFarias, Salomão Alencar deSilva, Ilda Maria Moraes e2023-05-26T02:01:37Zoai:oai.periodicos.ufpe.br:article/244525Revistahttps://periodicos.ufpe.br/revistas/cbrPUBhttps://periodicos.ufpe.br/revistas/cbr/oaicbr@ufpe.br||periodicos.ufpe@ufpe.br2526-78842526-7884opendoar:2023-05-26T02:01:37Consumer Behavior Review - Universidade Federal de Pernambuco (UFPE)false
dc.title.none.fl_str_mv In the purchase’s essence: sensory and symbolic elements in the descriptions of perfume sales over the internet
Na essência da compra: elementos sensoriais e simbólicos nas descrições de vendas de perfumes pela internet
title In the purchase’s essence: sensory and symbolic elements in the descriptions of perfume sales over the internet
spellingShingle In the purchase’s essence: sensory and symbolic elements in the descriptions of perfume sales over the internet
In the purchase’s essence: sensory and symbolic elements in the descriptions of perfume sales over the internet
Paula, Brenda Allana Santos de
sensorial marketing
symbolic consumption
perfumes
online sales.
marketing sensorial
consumo simbólico
perfumes
vendas online.
Paula, Brenda Allana Santos de
sensorial marketing
symbolic consumption
perfumes
online sales.
marketing sensorial
consumo simbólico
perfumes
vendas online.
title_short In the purchase’s essence: sensory and symbolic elements in the descriptions of perfume sales over the internet
title_full In the purchase’s essence: sensory and symbolic elements in the descriptions of perfume sales over the internet
title_fullStr In the purchase’s essence: sensory and symbolic elements in the descriptions of perfume sales over the internet
In the purchase’s essence: sensory and symbolic elements in the descriptions of perfume sales over the internet
title_full_unstemmed In the purchase’s essence: sensory and symbolic elements in the descriptions of perfume sales over the internet
In the purchase’s essence: sensory and symbolic elements in the descriptions of perfume sales over the internet
title_sort In the purchase’s essence: sensory and symbolic elements in the descriptions of perfume sales over the internet
author Paula, Brenda Allana Santos de
author_facet Paula, Brenda Allana Santos de
Paula, Brenda Allana Santos de
Farias, Miriam Leite
Farias, Salomão Alencar de
Silva, Ilda Maria Moraes e
Farias, Miriam Leite
Farias, Salomão Alencar de
Silva, Ilda Maria Moraes e
author_role author
author2 Farias, Miriam Leite
Farias, Salomão Alencar de
Silva, Ilda Maria Moraes e
author2_role author
author
author
dc.contributor.author.fl_str_mv Paula, Brenda Allana Santos de
Farias, Miriam Leite
Farias, Salomão Alencar de
Silva, Ilda Maria Moraes e
dc.subject.por.fl_str_mv sensorial marketing
symbolic consumption
perfumes
online sales.
marketing sensorial
consumo simbólico
perfumes
vendas online.
topic sensorial marketing
symbolic consumption
perfumes
online sales.
marketing sensorial
consumo simbólico
perfumes
vendas online.
description This study aimed to analyse whether sensory and symbolic elements used in perfume descriptions in internet sales can positively influence the level of involvement and consumer buying intention. To do so, a quasi-experimental design was adopted with the creation of three scenarios: one control group and two experimental groups. Each participant was presented to only one of the scenarios created, characterizing the model between subjects. Regarding the results, it was found that it is not possible to perceive differences between the means of the groups in relation to the dependent variables, except for a negative association between sensory aspects and the level of involvement. Therefore, it was concluded that it may not be advantageous to invest in sensory and symbolic aspects present in the product description in internet sales, it is necessary to rethink this strategy due the fact that this environment has a certain limitation with hedonics products.
publishDate 2020
dc.date.none.fl_str_mv 2020-09-10
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.ufpe.br/revistas/index.php/cbr/article/view/244525
10.51359/2526-7884.2020.244525
url https://periodicos.ufpe.br/revistas/index.php/cbr/article/view/244525
identifier_str_mv 10.51359/2526-7884.2020.244525
dc.language.iso.fl_str_mv por
language por
dc.relation.none.fl_str_mv https://periodicos.ufpe.br/revistas/index.php/cbr/article/view/244525/36626
dc.rights.driver.fl_str_mv Copyright (c) 2020 CBR - Consumer Behavior Review
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Copyright (c) 2020 CBR - Consumer Behavior Review
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv Universidade Federal de Pernambuco
publisher.none.fl_str_mv Universidade Federal de Pernambuco
dc.source.none.fl_str_mv CBR - Consumer Behavior Review; Vol. 4 No. 3 (2020): september-december; 216-228
CBR - Consumer Behavior Review; v. 4 n. 3 (2020): setembro-dezembro; 216-228
2526-7884
reponame:Consumer Behavior Review
instname:Universidade Federal de Pernambuco (UFPE)
instacron:UFPE
instname_str Universidade Federal de Pernambuco (UFPE)
instacron_str UFPE
institution UFPE
reponame_str Consumer Behavior Review
collection Consumer Behavior Review
repository.name.fl_str_mv Consumer Behavior Review - Universidade Federal de Pernambuco (UFPE)
repository.mail.fl_str_mv cbr@ufpe.br||periodicos.ufpe@ufpe.br
_version_ 1822179531875680256
dc.identifier.doi.none.fl_str_mv 10.51359/2526-7884.2020.244525

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