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Publication
Valores e motivações no mercado imobiliário de luxo: uma análise das dimensões simbólicas, sociais e funcionais na decisão de compra
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Advisor(s)
Abstract(s)
A presente dissertação analisa o comportamento do consumidor no mercado imobiliário de luxo, focando-se particularmente na forma como os valores simbólicos, sociais e funcionais influenciam a decisão de compra, a disposição para pagar um preço premium e o passa-palavra positivo. Partindo de um modelo conceptual sustentado na revisão de literatura, foram integradas variáveis mediadoras que permitiram melhor compreender as dinâmicas emocionais e identitárias associadas ao consumo de imóveis de luxo. Recorreu-se a uma abordagem quantitativa, com base na aplicação de um questionário que foi respondido por 163 participantes. A análise de dados recorreu a técnicas estatísticas descritivas, inferenciais e a modelos de mediação. Os resultados indicam que os Valores Sociais e Simbólicos exercem um impacto significativo no comportamento de recomendação, sendo esse efeito amplificado por variáveis mediadoras com forte componente emocional. Verificaram-se, ainda, diferenças significativas entre géneros, com os inquiridos do género feminino a atribuírem maior relevância às dimensões simbólicas e afetivas. Este estudo visa contribuir para o aprofundamento do conhecimento sobre a atitude do consumidor em contextos de elevado Valor Simbólico, facultando indicações para as empresas do setor ajustarem os seus conteúdos de comunicação e experiência ao perfil do público-alvo.
This dissertation analyzes consumer behavior in the luxury real estate market, focusing particularly on how symbolic, social and functional values affect the purchase decision, the willingness to pay a premium price and positive word of mouth. Built on a conceptual model based on the literature review, mediating variables were integrated that allowed us to better understand the emotional and identity dynamics associated with the consumption of luxury real estate. A quantitative approach was used, based on the use of a questionnaire that was answered by 163 participants, and the data obtained were analyzed through descriptive, inferential and mediation statistical techniques. The results indicate that Social and Symbolic Values have a significant impact on recommendation behavior, an effect amplified by mediating variables with a strong emotional component. There were also significant differences as far as gender is concerned, with female respondents attaching greater importance to symbolic and affective dimensions. This study aims to contribute to the deepening of knowledge about consumer behavior in contexts of high Symbolic Value, providing indications for companies that operate within this sector to adjust their communication and experience to the profile of the target audience.
This dissertation analyzes consumer behavior in the luxury real estate market, focusing particularly on how symbolic, social and functional values affect the purchase decision, the willingness to pay a premium price and positive word of mouth. Built on a conceptual model based on the literature review, mediating variables were integrated that allowed us to better understand the emotional and identity dynamics associated with the consumption of luxury real estate. A quantitative approach was used, based on the use of a questionnaire that was answered by 163 participants, and the data obtained were analyzed through descriptive, inferential and mediation statistical techniques. The results indicate that Social and Symbolic Values have a significant impact on recommendation behavior, an effect amplified by mediating variables with a strong emotional component. There were also significant differences as far as gender is concerned, with female respondents attaching greater importance to symbolic and affective dimensions. This study aims to contribute to the deepening of knowledge about consumer behavior in contexts of high Symbolic Value, providing indications for companies that operate within this sector to adjust their communication and experience to the profile of the target audience.
Description
Keywords
Mercado imobiliário de luxo Valores simbólicos Motivações Premium Comportamento do consumidor Passa-palavra