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Publication
"Estratégia ou Consequência?": atitudes face a estratégias de segmentação comportamental e o impacto na intenção de compra
| Name: | Description: | Size: | Format: | |
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| 2.32 MB | Adobe PDF |
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Abstract(s)
O retargeting é referido como uma técnica de publicidade digital inovadora e define-se como uma estratégia de segmentação que se baseia nos comportamentos reais dos utilizadores, com o principal objetivo de potenciar a apresentação de anúncios mais adequados e qualificados às preferências de cada indivíduo.
Estas estratégias permitem exibir anúncios com conteúdo específico e adaptado aos utilizadores que visitaram anteriormente determinado website e, com o seu desenvolvimento, vieram transformar radicalmente a forma como as empresas fazem negócios e, especialmente, os métodos que utilizam para comunicar os seus produtos e serviços online.
Em prol de compreender os seus efeitos mais práticos, é fundamental estudar a forma como as atitudes dos utilizadores face a estas estratégias podem diferir e influenciar as suas intenções de compra, sendo a Informatividade, a Irritabilidade e a Credibilidade percebidas, as variáveis responsáveis por marcarem o início das investigações sobre esta temática.
No estudo desenvolvido colaboraram 139 sujeitos com idades compreendidas entre os 19 e os 59 anos, respondendo a questões através de escalas do tipo Likert, permitindo confirmar cinco das seis hipóteses formuladas para esta investigação.
Para compreender as atitudes dos utilizadores face a estas estratégias, foi adaptado um modelo concetual que permitiu estudar o impacto positivo das dimensões Entretenimento, Informatividade e Credibilidade e negativo da Irritabilidade sobre as Atitudes.
Permitiu ainda estudar a correlação entre as Atitudes e a Intenção de Compra e explorar correlações entre a idade e as respetivas dimensões do modelo.
Com base nos resultados obtidos conclui-se que quanto maior se registou a Atitude, maior a Intenção de Compra.
O Entretenimento, Informatividade e Credibilidade relacionaram-se de forma positiva com a Atitude e a Irritabilidade relacionou-se de forma negativa com esta.
Estas conclusões são consistentes com os resultados obtidos na investigação sobre as atitudes face à publicidade de Tsang et al. (2004), de onde se adaptou o modelo concetual.
A idade não apresentou qualquer correlação significativa com as dimensões presentes no modelo de investigação.
Retargeting is referred as an innovative digital advertising technique and is defined as a targeting strategy that is based on the actual behaviors of users, where its main objective is to enhance the presentation of ads more appropriate and qualified to the preferences of each user, as single individual. These strategies allow the advertisers to deliver ads with specific and tailored content to users who have previously visited a particular website and, with their development, have radically transformed the way companies do business and especially the methods they use to communicate their products and services online. In order to understand retargeting’s most practical effects, it is essential to study how users attitudes towards these strategies may differ and influence their purchase intentions, with Informativity, Irritability and perceived Credibility being the variables responsible for the beginning of investigations on this subject. In the developed study there was a collaboration of 139 subjects aged between 19 and 59 years, answering questions through Likert scales, allowing to confirm five of the six hypotheses formulated for this research. In order to understand users attitudes towards these strategies, a conceptual model was adapted to study the positive impact of the Entertainment, Informativeness and Credibility and the negative impact of the Irritability on Attitudes. It also allowed studying the correlation between Attitudes and Purchase Intention and exploring correlations between age and all model dimensions. Based on the results obtained it is concluded that the higher the Attitude was registered, the higher the Purchase Intention. These conclusions are consistent with the results obtained in the research on attitudes towards advertising of Tsang et al. (2004), from which the conceptual model was adapted. Age did not show any significant correlation with the dimensions present in the research model.
Retargeting is referred as an innovative digital advertising technique and is defined as a targeting strategy that is based on the actual behaviors of users, where its main objective is to enhance the presentation of ads more appropriate and qualified to the preferences of each user, as single individual. These strategies allow the advertisers to deliver ads with specific and tailored content to users who have previously visited a particular website and, with their development, have radically transformed the way companies do business and especially the methods they use to communicate their products and services online. In order to understand retargeting’s most practical effects, it is essential to study how users attitudes towards these strategies may differ and influence their purchase intentions, with Informativity, Irritability and perceived Credibility being the variables responsible for the beginning of investigations on this subject. In the developed study there was a collaboration of 139 subjects aged between 19 and 59 years, answering questions through Likert scales, allowing to confirm five of the six hypotheses formulated for this research. In order to understand users attitudes towards these strategies, a conceptual model was adapted to study the positive impact of the Entertainment, Informativeness and Credibility and the negative impact of the Irritability on Attitudes. It also allowed studying the correlation between Attitudes and Purchase Intention and exploring correlations between age and all model dimensions. Based on the results obtained it is concluded that the higher the Attitude was registered, the higher the Purchase Intention. These conclusions are consistent with the results obtained in the research on attitudes towards advertising of Tsang et al. (2004), from which the conceptual model was adapted. Age did not show any significant correlation with the dimensions present in the research model.
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Keywords
Atitudes Comportamento do Consumidor Intenção de Compra Marketing de Precisão Redes Sociais Segmentação Comportamental