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Publication
A Influência da Luz no Comportamento do Consumidor em Compras Offline: o Traço de Alta Sensibilidade como Moderador na Atratividade e Qualidade Percebida
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| 1.57 MB | Adobe PDF |
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Abstract(s)
Considera-se que uma loja bem iluminada permite atrair os comparadores, devido à atratividade e sensíbilidade que esta representa para os mesmos. Por outro lado, considera-se relevante o análise do traço de pessoa altamente sensível (PAS), devido às reações que os indivíduos apresentam à estimulação. Dada a pertinência, procede-se ao estudo da influência da luz no comportamento do consumidor em compras offline: o traço de alta sensibilidade como moderador na atratividade e qualidade percebida. Para isto, foi realizada uma metodologia quantitativa, com um design experimental entre sujeitos. O questionário foi realizado online, com uma amostra de 116 participantes. Como conclusões do estudo, é possível referir que a luminosidade da loja não influencia a atratividade e qualidade percebida da marca. Por outro lado, o traço de PAS moderou a relação destes com as variáveis anteriormente mencionadas. Assim, é necessário que as empresas repensem as forma como implementam as suas estratégias de marketing sensorial e análise das necessidades dos seus consumidores, sendo estes aspetos de relevância para qualquer marca, independentemente do mercado em que esta se insira.
A well-lit store is considered to attract comparators, due to the attractiveness and sensitivity it represents to them. Additionally, the analysis of the highly sensitive person trait (PAS) is considered relevant, because of the reactions that individuals show to stimulation. Given the relevance, we proceeded to study the influence of light on consumer behavior in offline shopping: the high-sensitivity trait as a moderator in attractiveness and perceived quality. For this, a quantitative methodology was conducted, with a between-subjects experimental design. The questionnaire was conducted online, with a sample of 116 participants. As conclusions of the study, it is possible to mention that the brightness of the store does not influence the attractiveness and perceived quality of the brand. However, the PAS trait moderated their relationship with the previously mentioned variables. Thus, it is necessary for companies to rethink the way they implement their sensory marketing strategies and analyze their consumers' needs, as these aspects are relevant for any brand, regardless of the market in which it operates aspects of communication and analysis are thus aspects of great relevance for any brand, regardless of the market in which it operates.
A well-lit store is considered to attract comparators, due to the attractiveness and sensitivity it represents to them. Additionally, the analysis of the highly sensitive person trait (PAS) is considered relevant, because of the reactions that individuals show to stimulation. Given the relevance, we proceeded to study the influence of light on consumer behavior in offline shopping: the high-sensitivity trait as a moderator in attractiveness and perceived quality. For this, a quantitative methodology was conducted, with a between-subjects experimental design. The questionnaire was conducted online, with a sample of 116 participants. As conclusions of the study, it is possible to mention that the brightness of the store does not influence the attractiveness and perceived quality of the brand. However, the PAS trait moderated their relationship with the previously mentioned variables. Thus, it is necessary for companies to rethink the way they implement their sensory marketing strategies and analyze their consumers' needs, as these aspects are relevant for any brand, regardless of the market in which it operates aspects of communication and analysis are thus aspects of great relevance for any brand, regardless of the market in which it operates.
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Keywords
Marketing Sensorial Luz Comportamento do consumidor Tomada de decisão Compra offline Atratividade Qualidade percebida Pessoa altamente sensível