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Publication
Big data como ferramenta estratégica na indústria da moda
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| 354.23 KB | Adobe PDF | |||
| 1.95 MB | Adobe PDF |
Abstract(s)
O Big Data está a ganhar cada vez mais importância para o mundo da moda e do design, seja para prever tendências ou para analisar o comportamento do consumidor.
O objetivo desta dissertação é entender os impactos do Big Data como ferramenta estratégica na indústria do design de moda, sendo a sua problemática principal estudar se dadas variáveis sócio demográficas como sexo, distrito de residência, idade ou ocupação influenciam a aceitação do consumidor face ao registo e utilização de dados por parte de sites de moda para proporcionarem uma experiência de compra mais personalizada. Nesta investigação também se estuda se as mesmas variáveis influenciam a vontade do consumidor de ter, ou não, disponíveis nos sites de moda produtos escolhidos de acordo com as preferências obtidas através dos dados cedidos. Por último, analisa-se se existe relação entre as variáveis e a vontade do consumidor em ter produtos criados a partir de dados obtidos da análise do seu comportamento no site de moda.
Foi efetuado um inquérito por questionário, distribuído online com um processo de amostragem por conveniência. Para avaliar a existência de uma possível associação entre as medidas que respondem aos objetivos desta dissertação, aplicou-se o teste do qui-quadrado.
A partir da análise das respostas ao questionário, e tendo em conta os resultados obtidos, conclui-se que não existe associação entre a faixa etária, o género, a região de residência ou a situação profissional e a decisão do consumidor de permitir ou não o registo dos seus dados por parte de sites de moda, sempre que tem a sessão iniciada, para uma experiência de compra mais personalizada. O mesmo se verifica na relação entre as mesmas variáveis e a vontade do consumidor de ter, ou não, disponíveis nos sites de moda produtos escolhidos de acordo com as preferências obtidas através dos dados cedidos e a vontade do consumidor em ter produtos criados a partir de dados obtidos da análise do seu comportamento no site de moda.
Big Data is gaining increasing importance for the fashion desig world, whether to predict trends or to analyze consumer behavior. The purpose of this dissertation is to understand the impacts of Big Data as a strategic tool in the fashion design industry. The main problem is to study whether the variables of gender, district of residence, age or occupation influence consumer acceptance to the registration and use of data by fashion websites to provide a more personalized shopping experience. In this investigation it is also studied whether the same variables influence the consumer's willingness to have products in the fashion websites that are chosen according to the preferences obtained through the assigned data. Finally, it is analyzed if there is a relationship between the variables and the consumer's willingness to have products created from data obtained from the analysis of their behavior in the fashion site. In this investigation a questionnaire survey was conducted, distributed online with a convenience sampling process. To evaluate the existence of a possible association between the measures that respond to the objectives of this dissertation, the chi-square test was applied. Based on this research, and taking into account the results obtained, it is concluded that the age, gender, region of residence or professional situation are not factors that influence the decision of the consumer to allow or not to register their data by fashion sites, every time they are signed in, for a more personalized shopping experience. The same can be verified in the relationship between the socio demographic variables and the consumer's willingness to have products in the fashion websites that are chosen according to the preferences obtained through the assigned data and the consumer's willingness to have products created from data obtained from the analysis of their behavior in the fashion site.
Big Data is gaining increasing importance for the fashion desig world, whether to predict trends or to analyze consumer behavior. The purpose of this dissertation is to understand the impacts of Big Data as a strategic tool in the fashion design industry. The main problem is to study whether the variables of gender, district of residence, age or occupation influence consumer acceptance to the registration and use of data by fashion websites to provide a more personalized shopping experience. In this investigation it is also studied whether the same variables influence the consumer's willingness to have products in the fashion websites that are chosen according to the preferences obtained through the assigned data. Finally, it is analyzed if there is a relationship between the variables and the consumer's willingness to have products created from data obtained from the analysis of their behavior in the fashion site. In this investigation a questionnaire survey was conducted, distributed online with a convenience sampling process. To evaluate the existence of a possible association between the measures that respond to the objectives of this dissertation, the chi-square test was applied. Based on this research, and taking into account the results obtained, it is concluded that the age, gender, region of residence or professional situation are not factors that influence the decision of the consumer to allow or not to register their data by fashion sites, every time they are signed in, for a more personalized shopping experience. The same can be verified in the relationship between the socio demographic variables and the consumer's willingness to have products in the fashion websites that are chosen according to the preferences obtained through the assigned data and the consumer's willingness to have products created from data obtained from the analysis of their behavior in the fashion site.
Description
Keywords
Moda Big data Consumidor