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Publication
Imersão sensorial no Metaverso: a experiência do consumidor e a relação com as marcas
| Name: | Description: | Size: | Format: | |
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| 4.87 MB | Adobe PDF |
Authors
Advisor(s)
Abstract(s)
Este estudo tem como objetivo compreender os impactos da experiência
sensorial e da sensibilidade ao ambiente na relação entre a experiência do
consumidor e o relacionamento com as marcas no contexto do metaverso
e no contexto das lojas físicas.
De forma a dar resposta aos objetivos, geral e específicos, foi realizado um
estudo através de uma metodologia quantitativa para a recolha de dados
por meio da elaboração de um questionário.
Através dos resultados obtidos é possível concluir que no contexto do
metaverso, a experiência sensorial melhora a interação do consumidor,
mas não impacta diretamente o relacionamento com as marcas. Nas lojas
físicas, embora a experiência sensorial seja importante, também não tem
um impacto direto e significativo no relacionamento com as marcas. No
entanto, a sensibilidade ao ambiente mostrou ser um mediador importante
no contexto das lojas físicas, confirmando que a perceção dos estímulos
ambientais é um fator importante para a relação com as marcas.
Este estudo permitirá que profissionais do marketing definam estratégias
direcionadas e alinhadas para a criação de experiências impactantes e
memoráveis. Contribui também para a compreensão do papel das
experiências sensoriais e da sensibilidade ao ambiente na consolidação do
relacionamento entre os consumidores e as marcas, destacando a
necessidade de uma abordagem integrada e multidimensional.
5
Por fim, é importante referir que foram identificadas limitações como a
amostra limitada e a falta de familiaridade dos participantes com o universo
do metaverso. Em futuras pesquisas devem ser exploradas outras variáveis
mediadoras e considerados impactos culturais e temporais nas experiências
do consumidor.
This study aims to understand the impact of sensory experience and environmental sensitivity on the relationship between consumer experience and brand relationships in the context of the metaverse and in physical stores. To respond to the general and specific objectives, a study was carried out using a quantitative methodology to collect data by drawing up a questionnaire. The results show that in the context of the metaverse, the sensory experience improves consumer interaction, but does not directly impact the relationship with brands. In physical stores, although the sensory experience is important, it also does not have a direct and significant impact on brand relationships. However, sensitivity to the environment proved to be an important mediator in the context of physical stores, confirming that the perception of environmental stimuli is an important factor in the relationship with brands. This study will enable marketing professionals to define targeted and aligned strategies for creating impactful and memorable experiences. It also contributes to understanding the role of sensory experiences and sensitivity to the environment in consolidating the relationship between consumers and brands, highlighting the need for an integrated and multidimensional approach. Finally, it is important to note that limitations were identified, such as the limited sample and the participants' lack of familiarity with the metaverse 7 universe. Future research should explore other mediating variables and consider cultural and temporal impacts on consumer experiences.
This study aims to understand the impact of sensory experience and environmental sensitivity on the relationship between consumer experience and brand relationships in the context of the metaverse and in physical stores. To respond to the general and specific objectives, a study was carried out using a quantitative methodology to collect data by drawing up a questionnaire. The results show that in the context of the metaverse, the sensory experience improves consumer interaction, but does not directly impact the relationship with brands. In physical stores, although the sensory experience is important, it also does not have a direct and significant impact on brand relationships. However, sensitivity to the environment proved to be an important mediator in the context of physical stores, confirming that the perception of environmental stimuli is an important factor in the relationship with brands. This study will enable marketing professionals to define targeted and aligned strategies for creating impactful and memorable experiences. It also contributes to understanding the role of sensory experiences and sensitivity to the environment in consolidating the relationship between consumers and brands, highlighting the need for an integrated and multidimensional approach. Finally, it is important to note that limitations were identified, such as the limited sample and the participants' lack of familiarity with the metaverse 7 universe. Future research should explore other mediating variables and consider cultural and temporal impacts on consumer experiences.
Description
Keywords
Metaverso Experiência imersiva Experiência do consumidor Marketing sensorial Sensibilidade ao ambiente e relação com as marcas