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Publication
Análise às características de qualidade do website da marca de luxo Ralph Lauren
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| 1.31 MB | Adobe PDF |
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Advisor(s)
Abstract(s)
O presente estudo pretende analisar as perceções dos utilizadores quanto às
características de qualidade do website da marca de luxo Ralph Lauren, bem como as relações
entre as dimensões e constructos do modelo de investigação WebQual.
A investigação baseia-se no modelo WebQual US, desenvolvido pela investigadora
Eleanor T. Loiacono, pois este é o modelo que apresenta maior consistência e menores
obstáculos à sua aplicação. Para tal, aplicou-se um questionário a uma amostra por
conveniência de 98 utilizadores do site.
As nossas conclusões indicam que os constructos: Facilidade de Uso, Utilidade,
Entretenimento e Relação Complementar, e as dimensões: Fácil de Entender, Adequação da
Informação, Confiança, Apelo Visual, Apelo Emocional, Consistência de Imagem e
Vantagem Relativa, são preditores significativos da intenção de revisitar o website da Ralph
Lauren. Pelo contrário, as dimensões: Operações Intuitivas, Interação, Tempo de Resposta,
Inovação e Interação, não se revelaram preditores significativos da intenção de revisita.
No que diz respeito às perceções dos utilizadores quanto ao grau de satisfação na
utilização do website, foram obtidos resultados positivos, acima do ponto médio (4.91).
Todavia, consideramos que se podiam melhorar os níveis de satisfação no constructo
Entretenimento, bem como nas dimensões Inovação e Apelo Emocional.
This study aims to analyze the perceptions of the users of luxury brand of website Ralph Lauren as far as quality features are concerned, as well as the relationships between the dimensions and the WebQual research model constructs. The research is based on the WebQual US model, developed by researcher Eleanor T. Loiacono, as this is the model that has greater consistency and lower obstacles to its application. To this end, it was applied a questionnaire to a convenience sample of 98 users of the site. Our findings indicate that the constructs: Ease of Use, Utility, Entertainment and Complementary Relationship, and dimensions: Easy to Understand, Adequacy of Information, Trust, Visual Appeal, Emotional Appeal, Consistency Imaging and Relative Advantage, are significant predictors of the intention to revisit the website of Ralph Lauren. On the contrary, the dimensions: Intuitive operations, Interaction, Response Time, Innovation and Interaction, have not proved significant predictors of the intention to revisit. With regard to perceptions of users regarding the degree of satisfaction on the website usage, positive results were obtained, above the midpoint (4.91). However, we consider that the satisfaction levels of construct Entertainment could be improved, as well as in innovation and Emotional Appeal dimensions.
This study aims to analyze the perceptions of the users of luxury brand of website Ralph Lauren as far as quality features are concerned, as well as the relationships between the dimensions and the WebQual research model constructs. The research is based on the WebQual US model, developed by researcher Eleanor T. Loiacono, as this is the model that has greater consistency and lower obstacles to its application. To this end, it was applied a questionnaire to a convenience sample of 98 users of the site. Our findings indicate that the constructs: Ease of Use, Utility, Entertainment and Complementary Relationship, and dimensions: Easy to Understand, Adequacy of Information, Trust, Visual Appeal, Emotional Appeal, Consistency Imaging and Relative Advantage, are significant predictors of the intention to revisit the website of Ralph Lauren. On the contrary, the dimensions: Intuitive operations, Interaction, Response Time, Innovation and Interaction, have not proved significant predictors of the intention to revisit. With regard to perceptions of users regarding the degree of satisfaction on the website usage, positive results were obtained, above the midpoint (4.91). However, we consider that the satisfaction levels of construct Entertainment could be improved, as well as in innovation and Emotional Appeal dimensions.
Description
Keywords
Marketing de luxo Internet Websites Perceções Qualidade online