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MARKETING OMNICHANNEL E CONSUMO DE LUXO: A CONSTRUÇÃO DA EXPERIÊNCIA DO CLIENTE
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O presente relatório de estágio tem como objetivo analisar de que forma a experiência omnichannel influencia o comportamento do consumidor no setor do luxo, com especial enfoque nas dimensões cognitiva e afetiva dessa experiência. Pretende-se compreender de que modo variáveis como a lealdade à marca, a perceção de valor e a idade impactam a vivência do consumidor em ambientes integrados, físicos e digitais. A investigação adota uma abordagem quantitativa, antecedida por uma revisão da literatura centrada no marketing experiencial e no comportamento do consumidor omnichannel. A recolha de dados foi realizada por meio de um questionário online, aplicado a uma amostra de 336 participantes. As respostas foram analisadas com recurso a técnicas estatísticas como a análise fatorial exploratória e a regressão linear múltipla, permitindo testar oito hipóteses formuladas no quadro teórico. Os resultados demonstram que a lealdade à marca e a perceção de valor influenciam significativamente ambas as dimensões da experiência, enquanto a variável idade apresenta um impacto mais restrito. Verificou-se também uma interdependência entre as experiências cognitivas e afetivas. Conclui-se que a construção da experiência do consumidor de luxo em contextos omnichannel exige uma integração eficaz entre fatores racionais e emocionais, indo além da mera funcionalidade dos canais. Este estudo oferece contributos relevantes para a gestão estratégica de marcas de luxo, propondo uma abordagem mais envolvente e centrada no consumidor. São ainda reconhecidas limitações metodológicas e sugeridas linhas de investigação futura com amostras mais heterogéneas e modelos analíticos mais robustos.
This report aims to analyse how the omnichannel experience influences consumerbehaviour in the luxury sector, with particular focus on the cognitive and affectivedimensions of that experience. It seeks to understand how variables such as brandloyalty, perceived value, and age impact the consumer journey across integratedphysical and digital environments. The research follows a quantitative approach,preceded by a literature review centred on experiential marketing and omnichannelconsumer behaviour. Data collection was conducted through an online questionnaireapplied to a sample of 336 participants. The responses were analysed using statisticaltechniques such as exploratory factor analysis and multiple linear regression, allowingthe testing of eight hypotheses formulated in the theoretical framework. The results showthat brand loyalty and perceived value significantly influence both cognitive and affectivedimensions, while the impact of age is more limited. A bidirectional relationship was alsofound between cognitive and affective experiences. The study concludes that buildingthe luxury consumer experience in omnichannel environments requires effectiveintegration of rational and emotional factors, going beyond the functional performance ofeach channel. This research offers valuable contributions to the strategic managementof luxury brands, proposing a more engaging and consumer-centred omnichannelapproach. Methodological limitations are acknowledged, and future research isencouraged with more diverse samples and advanced analytical models.
This report aims to analyse how the omnichannel experience influences consumerbehaviour in the luxury sector, with particular focus on the cognitive and affectivedimensions of that experience. It seeks to understand how variables such as brandloyalty, perceived value, and age impact the consumer journey across integratedphysical and digital environments. The research follows a quantitative approach,preceded by a literature review centred on experiential marketing and omnichannelconsumer behaviour. Data collection was conducted through an online questionnaireapplied to a sample of 336 participants. The responses were analysed using statisticaltechniques such as exploratory factor analysis and multiple linear regression, allowingthe testing of eight hypotheses formulated in the theoretical framework. The results showthat brand loyalty and perceived value significantly influence both cognitive and affectivedimensions, while the impact of age is more limited. A bidirectional relationship was alsofound between cognitive and affective experiences. The study concludes that buildingthe luxury consumer experience in omnichannel environments requires effectiveintegration of rational and emotional factors, going beyond the functional performance ofeach channel. This research offers valuable contributions to the strategic managementof luxury brands, proposing a more engaging and consumer-centred omnichannelapproach. Methodological limitations are acknowledged, and future research isencouraged with more diverse samples and advanced analytical models.
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Comportamento do Consumidor Consumo de Luxo Experiência do Cliente Marketing Experiencial Omnichannel