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A experiência do daltónico no e-commerce: o sistema coloradd em ambientes online
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Advisor(s)
Abstract(s)
Os ambientes de loja física, em contexto de comportamento do consumidor, têm sido amplamente estudados. No entanto, se a visão é o sentido determinante para exercer o ato de compra e para tomar qualquer tipo de decisão, quando expostos a estímulos em loja, conforme Hussain (2019), indivíduos que apresentem dificuldade na identificação de cores (i.e.,daltonismo), apresentarão limitações e considerações totalmente diferentes em relação a considerar a visão o fator decisivo para realizar as suas compras? A literatura mostra que, os consumidores daltónicos valorizam mais a sua experiência numa loja física, ao invés da online, uma vez que, todo o envolvimento que compõe uma loja física, cria a experiência de compra do consumidor. O visual e a estética de um produto, exercem um grande impacto no momento da decisão de compra. Com base neste contexto, o objetivo principal desta dissertação é compreender como é que o consumidor daltónico reage quando exposto num ambiente de loja online, uma vez que, tem uma diferente capacidade sensorial e consecutivamente limitações em relação à descodificação da cor (Abreu et al., 2021). Assim, foi considerado o sistema Color ADD onde foi feita uma análise sobre o impacto do mesmo, em ambiente de e-commerce. Os resultados verificaram que, apesar destes consumidores apresentarem lacunas e dificuldades em descodificar certas cores, o impacto do ColorADD não foi significativo para o seu envolvimento. Foi aplicada uma metodologia quantitativa através de um questionário online direcionado apenas a indivíduos com dificuldade na identificação de cores (i.e.,daltonismo). Esta pesquisa sobre o envolvimento do consumidor online torna-se relevante para os profissionais de marketing e para o desenvolvimento de estratégias a nível digital uma vez que, níveis mais elevados de envolvimento do consumidor estão associados a uma maior intenção de compra.
Physical shop environments, in the context of consumer behaviour, have been widely studied. However, if vision is the determining sense for making a purchase and any kind of decision when exposed to stimuli in a shop, according to Hussain (2019), will individuals who have difficulty identifying colours (i.e. colour blindness) have totally different limitations and considerations when it comes to considering vision as the decisive factor for making purchases? The literature shows that colour-blind consumers value their experience in a physical shop more than online, since all the involvement that makes up a physical shop creates the consumer's shopping experience. The look and aesthetics of a product have a major impact on the purchasing decision. Based on this context, the main objective of this dissertation is to understand how colour-blind consumers react when exposed to an online shop environment, since they have a different sensory capacity and consequently limitations when it comes to decoding colour (Abreu et al., 2021). Therefore, the Colour ADD system was considered and its impact analysed in an e-commerce environment. The results showed that although these consumers had gaps and difficulties in decoding certain colours, the impact of ColorADD was not significant for their involvement. A quantitative methodology was applied through an online questionnaire aimed only at individuals with difficulty identifying colours (i.e., colour blindness). This research on online consumer engagement is relevant for marketers and for the development of digital strategies, since higher levels of consumer engagement are associated with greater purchase intent.
Physical shop environments, in the context of consumer behaviour, have been widely studied. However, if vision is the determining sense for making a purchase and any kind of decision when exposed to stimuli in a shop, according to Hussain (2019), will individuals who have difficulty identifying colours (i.e. colour blindness) have totally different limitations and considerations when it comes to considering vision as the decisive factor for making purchases? The literature shows that colour-blind consumers value their experience in a physical shop more than online, since all the involvement that makes up a physical shop creates the consumer's shopping experience. The look and aesthetics of a product have a major impact on the purchasing decision. Based on this context, the main objective of this dissertation is to understand how colour-blind consumers react when exposed to an online shop environment, since they have a different sensory capacity and consequently limitations when it comes to decoding colour (Abreu et al., 2021). Therefore, the Colour ADD system was considered and its impact analysed in an e-commerce environment. The results showed that although these consumers had gaps and difficulties in decoding certain colours, the impact of ColorADD was not significant for their involvement. A quantitative methodology was applied through an online questionnaire aimed only at individuals with difficulty identifying colours (i.e., colour blindness). This research on online consumer engagement is relevant for marketers and for the development of digital strategies, since higher levels of consumer engagement are associated with greater purchase intent.
Description
Keywords
Marketing sensorial Daltonismo Emoções Cor Comportamento do consumidor E-Commerce ColorADD