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Comprometimento dos consumidores através de aplicações móveis: o impacto na intenção de compra nos setores de moda e alimentar
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A presente dissertação analisa o papel das Aplicações Móveis no Envolvimento dos Consumidores e o seu Impacto na Intenção de Compra, com foco nos setores da Moda e Alimentar. Tendo por base teorias como o Modelo de Aceitação de Tecnologia (TAM) e a Teoria da Ação Racional (TRA), o estudo avalia variáveis como gamificação, atenção focada, prazer nas compras, sociabilidade, envolvimento no processo de compra e experiência anterior em compras online. A metodologia utilizada foi de natureza quantitativa, com a aplicação de um questionário a uma amostra de 307 consumidores que utilizam regularmente aplicações móveis para compras. Os resultados demonstram que a experiência anterior com compras online, a atenção focada e a gamificação são os principais preditores da intenção de compra. O setor alimentar apresentou maior utilização de elementos gamificados, enquanto o setor da moda evidenciou maior associação entre gamificação e sociabilidade. Conclui-se que o sucesso das aplicações móveis nestes setores depende da combinação entre fatores cognitivos, emocionais e motivacionais, reforçando a importância de um design apelativo, personalizado e interativo na promoção da intenção de compra e fidelização dos consumidores.
This dissertation analyses the role of Mobile Applications in Consumer Engagement and their Impact on Purchase Intention, with a focus on the Fashion and Food sectors. Based on theories such as the Technology Acceptance Model (TAM) and the Theory of Reasoned Action (TRA), the study evaluates variables such as gamification, focused attention, shopping enjoyment, sociability, purchase involvement, and previous online shopping experience. A quantitative methodology was adopted, through the application of a questionnaire to a sample of 307 consumers who regularly use mobile applications for shopping. The results show that previous online shopping experience, focused attention, and gamification are the main predictors of purchase intention. The food sector showed greater use of gamification elements, while the fashion sector revealed a stronger association between gamification and sociability. It is concluded that the success of mobile applications in these sectors depends on a combination of cognitive, emotional, and motivational factors, reinforcing the importance of appealing, personalised, and interactive design in promoting purchase intention and consumer loyalty.
This dissertation analyses the role of Mobile Applications in Consumer Engagement and their Impact on Purchase Intention, with a focus on the Fashion and Food sectors. Based on theories such as the Technology Acceptance Model (TAM) and the Theory of Reasoned Action (TRA), the study evaluates variables such as gamification, focused attention, shopping enjoyment, sociability, purchase involvement, and previous online shopping experience. A quantitative methodology was adopted, through the application of a questionnaire to a sample of 307 consumers who regularly use mobile applications for shopping. The results show that previous online shopping experience, focused attention, and gamification are the main predictors of purchase intention. The food sector showed greater use of gamification elements, while the fashion sector revealed a stronger association between gamification and sociability. It is concluded that the success of mobile applications in these sectors depends on a combination of cognitive, emotional, and motivational factors, reinforcing the importance of appealing, personalised, and interactive design in promoting purchase intention and consumer loyalty.
Descrição
Palavras-chave
Aplicações móveis Intenção de Compra Gamificação Envolvimento do consumidor Moda Alimentação