A influ??ncia da est??tica hed??nica e utilit??ria online no comportamento de compra do consumidor
Ano de defesa: | 2016 |
---|---|
Autor(a) principal: | |
Orientador(a): | |
Banca de defesa: | , , |
Tipo de documento: | Dissertação |
Tipo de acesso: | Acesso aberto |
Idioma: | por |
Instituição de defesa: |
Universidade Nove de Julho
|
Programa de Pós-Graduação: |
Programa de P??s-Gradua????o em Administra????o
|
Departamento: |
Administra????o
|
País: |
Brasil
|
Palavras-chave em Português: | |
Palavras-chave em Inglês: | |
Área do conhecimento CNPq: | |
Link de acesso: | http://bibliotecatede.uninove.br/handle/tede/1521 |
Resumo: | Online retail is an important sector that keeps continuously growing. Between 2008 and 2014, Brazil registered a growth in sales in this segment of 436% (WEBSHOPPERS, 2015). There is still a lack of comprehensive research on the impact of online retail esthetics in consumer behavior (PUCCINELLI et al., 2009; WANG et al., 2011.). This study aims to contribute to a better understanding of online retail esthetics and to answer the following research question: How is purchasing behavior influenced by hedonic and utilitarian esthetic online? To answer the research question, the objective of this work is to understand the influence of hedonic and utilitarian esthetics (value) on online satisfaction, purchase intention, intention to return to the site, impulse buying and intention to indicate the site. This research is quantitative and experimental. For this, we conducted a structured collection of data, using one online survey with 128 respondents in S??o Paulo (Brazil). The results showed that the hedonic esthetic of an online retail store positively influenced consumer behavior, increasing satisfaction, intention to indicate the site, and intention to return to the site. Only the dependent variables impulse buying and purchase intention did not influence consumer behavior. Thus, the online retail nowadays is not just a place to search for information and cheaper products, it is also a place of leisure and entertainment, which can provide hedonic experiences for consumer. For a managerial point of view, a replication of the study in other types of sites may contribute to a more positive consumer buying behavior and might influence increasing in sales, customer loyalty and to increase competitiveness. |
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Brand??o, Marcelo Mollhttp://lattes.cnpq.br/1717178124800971Huertas, Melby Karina Zunigahttp://lattes.cnpq.br/4017917228438950Brand??o, Marcelo Mollhttp://lattes.cnpq.br/1717178124800971Freire, Ot??vio Bandeira de Lam??nicahttp://lattes.cnpq.br/1745770940204631Gon??alves, Eliana2016-09-01T21:13:07Z2016-04-28Gon??alves, Eliana. A influ??ncia da est??tica hed??nica e utilit??ria online no comportamento de compra do consumidor. 2016. 149 f. Disserta????o( Programa de P??s-Gradua????o em Administra????o) - Universidade Nove de Julho, S??o Paulo.http://bibliotecatede.uninove.br/handle/tede/1521Online retail is an important sector that keeps continuously growing. Between 2008 and 2014, Brazil registered a growth in sales in this segment of 436% (WEBSHOPPERS, 2015). There is still a lack of comprehensive research on the impact of online retail esthetics in consumer behavior (PUCCINELLI et al., 2009; WANG et al., 2011.). This study aims to contribute to a better understanding of online retail esthetics and to answer the following research question: How is purchasing behavior influenced by hedonic and utilitarian esthetic online? To answer the research question, the objective of this work is to understand the influence of hedonic and utilitarian esthetics (value) on online satisfaction, purchase intention, intention to return to the site, impulse buying and intention to indicate the site. This research is quantitative and experimental. For this, we conducted a structured collection of data, using one online survey with 128 respondents in S??o Paulo (Brazil). The results showed that the hedonic esthetic of an online retail store positively influenced consumer behavior, increasing satisfaction, intention to indicate the site, and intention to return to the site. Only the dependent variables impulse buying and purchase intention did not influence consumer behavior. Thus, the online retail nowadays is not just a place to search for information and cheaper products, it is also a place of leisure and entertainment, which can provide hedonic experiences for consumer. For a managerial point of view, a replication of the study in other types of sites may contribute to a more positive consumer buying behavior and might influence increasing in sales, customer loyalty and to increase competitiveness.O varejo online ?? um setor importante e est?? em cont??nuo crescimento. Entre 2008 e 2014, o Brasil registrou um crescimento em vendas nesse segmento de 436% (WEBSHOPPERS, 2015). Para a academia, ainda h?? falta de investiga????es aprofundadas sobre o impacto da est??tica do varejo online no comportamento do consumidor (PUCCINELLI et al., 2009; WANG et al., 2011). Este estudo visa responder ?? seguinte quest??o de pesquisa: Como o comportamento de compras ?? influenciado por uma est??tica hed??nica e utilit??ria online? O objetivo desta disserta????o ?? entender a influ??ncia da est??tica (valor) hed??nica e utilit??ria online na satisfa????o, inten????o de compra, inten????o de retornar ao site, compra por impulso e inten????o de indicar o site. A pesquisa caracteriza-se por ser quantitativa e o m??todo foi o experimento. Para isso, foi feita uma coleta estruturada de dados, utilizando-se um question??rio online com 128 respondentes do estado de S??o Paulo (Brasil). Os resultados demonstraram que a est??tica hed??nica de uma loja de varejo online influencia positivamente o comportamento do consumidor, aumentando a satisfa????o, a inten????o de indicar o site e a inten????o de retornar ao site. Somente as vari??veis dependentes compra por impulso e inten????o de compra n??o influenciaram o comportamento do consumidor. Assim, o varejo online hoje n??o ?? apenas um lugar para procura de informa????es e produtos mais baratos. Cada vez mais, ?? um lugar de lazer e entretenimento, que pode proporcionar experi??ncias hed??nicas ao consumidor. Do ponto de vista gerencial, a replica????o em outros sites pode colaborar para um comportamento de compra do consumidor mais positivo e pode influenciar o aumento das vendas, a fideliza????o dos clientes e aumento da competitividade.Submitted by Nadir Basilio (nadirsb@uninove.br) on 2016-09-01T21:13:07Z No. of bitstreams: 1 Eliana Gon??alves.pdf: 1423399 bytes, checksum: 82bd42357b34afcbc3ce3216226c81c0 (MD5)Made available in DSpace on 2016-09-01T21:13:07Z (GMT). No. of bitstreams: 1 Eliana Gon??alves.pdf: 1423399 bytes, checksum: 82bd42357b34afcbc3ce3216226c81c0 (MD5) Previous issue date: 2016-04-28application/pdfporUniversidade Nove de JulhoPrograma de P??s-Gradua????o em Administra????oUNINOVEBrasilAdministra????ovarejo onlineweb est??ticacomportamento do consumidoronline retailweb estheticconsumer behaviorCIENCIAS SOCIAIS APLICADAS::ADMINISTRACAOA influ??ncia da est??tica hed??nica e utilit??ria online no comportamento de compra do consumidorThe influence of hedonic and utilitarian esthetics online on consumer shopping behaviourinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesis8024035432632778221600info:eu-repo/semantics/openAccessreponame:Biblioteca Digital de Teses e Dissertações da Uninoveinstname:Universidade Nove de Julho (UNINOVE)instacron:UNINOVEORIGINALEliana Gon??alves.pdfEliana Gon??alves.pdfapplication/pdf1423399http://localhost:8080/tede/bitstream/tede/1521/2/Eliana+Gon%C3%A7alves.pdf82bd42357b34afcbc3ce3216226c81c0MD52LICENSElicense.txtlicense.txttext/plain; charset=utf-82165http://localhost:8080/tede/bitstream/tede/1521/1/license.txtbd3efa91386c1718a7f26a329fdcb468MD51tede/15212016-09-01 18:13:07.37oai:localhost: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Biblioteca Digital de Teses e Dissertaçõeshttp://bibliotecatede.uninove.br/PRIhttp://bibliotecatede.uninove.br/oai/requestbibliotecatede@uninove.br||bibliotecatede@uninove.bropendoar:2016-09-01T21:13:07Biblioteca Digital de Teses e Dissertações da Uninove - Universidade Nove de Julho (UNINOVE)false |
dc.title.por.fl_str_mv |
A influ??ncia da est??tica hed??nica e utilit??ria online no comportamento de compra do consumidor |
dc.title.alternative.eng.fl_str_mv |
The influence of hedonic and utilitarian esthetics online on consumer shopping behaviour |
title |
A influ??ncia da est??tica hed??nica e utilit??ria online no comportamento de compra do consumidor |
spellingShingle |
A influ??ncia da est??tica hed??nica e utilit??ria online no comportamento de compra do consumidor Gon??alves, Eliana varejo online web est??tica comportamento do consumidor online retail web esthetic consumer behavior CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO |
title_short |
A influ??ncia da est??tica hed??nica e utilit??ria online no comportamento de compra do consumidor |
title_full |
A influ??ncia da est??tica hed??nica e utilit??ria online no comportamento de compra do consumidor |
title_fullStr |
A influ??ncia da est??tica hed??nica e utilit??ria online no comportamento de compra do consumidor |
title_full_unstemmed |
A influ??ncia da est??tica hed??nica e utilit??ria online no comportamento de compra do consumidor |
title_sort |
A influ??ncia da est??tica hed??nica e utilit??ria online no comportamento de compra do consumidor |
author |
Gon??alves, Eliana |
author_facet |
Gon??alves, Eliana |
author_role |
author |
dc.contributor.advisor1.fl_str_mv |
Brand??o, Marcelo Moll |
dc.contributor.advisor1Lattes.fl_str_mv |
http://lattes.cnpq.br/1717178124800971 |
dc.contributor.referee1.fl_str_mv |
Huertas, Melby Karina Zuniga |
dc.contributor.referee1Lattes.fl_str_mv |
http://lattes.cnpq.br/4017917228438950 |
dc.contributor.referee2.fl_str_mv |
Brand??o, Marcelo Moll |
dc.contributor.referee2Lattes.fl_str_mv |
http://lattes.cnpq.br/1717178124800971 |
dc.contributor.referee3.fl_str_mv |
Freire, Ot??vio Bandeira de Lam??nica |
dc.contributor.referee3Lattes.fl_str_mv |
http://lattes.cnpq.br/1745770940204631 |
dc.contributor.author.fl_str_mv |
Gon??alves, Eliana |
contributor_str_mv |
Brand??o, Marcelo Moll Huertas, Melby Karina Zuniga Brand??o, Marcelo Moll Freire, Ot??vio Bandeira de Lam??nica |
dc.subject.por.fl_str_mv |
varejo online web est??tica comportamento do consumidor |
topic |
varejo online web est??tica comportamento do consumidor online retail web esthetic consumer behavior CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO |
dc.subject.eng.fl_str_mv |
online retail web esthetic consumer behavior |
dc.subject.cnpq.fl_str_mv |
CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO |
description |
Online retail is an important sector that keeps continuously growing. Between 2008 and 2014, Brazil registered a growth in sales in this segment of 436% (WEBSHOPPERS, 2015). There is still a lack of comprehensive research on the impact of online retail esthetics in consumer behavior (PUCCINELLI et al., 2009; WANG et al., 2011.). This study aims to contribute to a better understanding of online retail esthetics and to answer the following research question: How is purchasing behavior influenced by hedonic and utilitarian esthetic online? To answer the research question, the objective of this work is to understand the influence of hedonic and utilitarian esthetics (value) on online satisfaction, purchase intention, intention to return to the site, impulse buying and intention to indicate the site. This research is quantitative and experimental. For this, we conducted a structured collection of data, using one online survey with 128 respondents in S??o Paulo (Brazil). The results showed that the hedonic esthetic of an online retail store positively influenced consumer behavior, increasing satisfaction, intention to indicate the site, and intention to return to the site. Only the dependent variables impulse buying and purchase intention did not influence consumer behavior. Thus, the online retail nowadays is not just a place to search for information and cheaper products, it is also a place of leisure and entertainment, which can provide hedonic experiences for consumer. For a managerial point of view, a replication of the study in other types of sites may contribute to a more positive consumer buying behavior and might influence increasing in sales, customer loyalty and to increase competitiveness. |
publishDate |
2016 |
dc.date.accessioned.fl_str_mv |
2016-09-01T21:13:07Z |
dc.date.issued.fl_str_mv |
2016-04-28 |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
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info:eu-repo/semantics/masterThesis |
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publishedVersion |
dc.identifier.citation.fl_str_mv |
Gon??alves, Eliana. A influ??ncia da est??tica hed??nica e utilit??ria online no comportamento de compra do consumidor. 2016. 149 f. Disserta????o( Programa de P??s-Gradua????o em Administra????o) - Universidade Nove de Julho, S??o Paulo. |
dc.identifier.uri.fl_str_mv |
http://bibliotecatede.uninove.br/handle/tede/1521 |
identifier_str_mv |
Gon??alves, Eliana. A influ??ncia da est??tica hed??nica e utilit??ria online no comportamento de compra do consumidor. 2016. 149 f. Disserta????o( Programa de P??s-Gradua????o em Administra????o) - Universidade Nove de Julho, S??o Paulo. |
url |
http://bibliotecatede.uninove.br/handle/tede/1521 |
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por |
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por |
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8024035432632778221 |
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600 |
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openAccess |
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Programa de P??s-Gradua????o em Administra????o |
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UNINOVE |
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Brasil |
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Administra????o |
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Universidade Nove de Julho |
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