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Estudo experimental: qual o efeito do vídeo selling no comportamento de compra online de um vinho premium
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Resumo(s)
Num panorama empresarial cada vez mais competitivo e com as necessidades dos compradores a mudarem, as empresas têm cada vez mais de criar experiências de compra perfeitas, que ao mesmo tempo estimule e desperte emoções, com o objetivo de aumentar o comportamento de compra. O presente estudo analisa o impacto do vídeo selling no comportamento de compra de vinhos, analisando igualmente as emoções que foram despertadas e tendo em conta variáveis moderadoras como o aparelho eletrónico de visualização, a presença ou ausência de som e o ambiente. O objetivo deste estudo, é perceber se uma estratégia de vídeo selling causa um maior comportamento de compra online de um vinho premium e através de que emoções. Para isso, foi realizada uma abordagem experimental utilizando o método da manipulação, com a elaboração de duas páginas de e-commerce fictícias, uma com o vídeo e outra apenas com a foto. A recolha de dados foi através de uma metodologia quantitativa, sendo neste caso os questionários e utilizando o teste do qui-quadrado para avaliar a associação entre as variáveis e a conversão. Também foi utilizada uma metodologia qualitativa, com a realização de uma entrevista a uma especialista na área das emoções e comportamento de compra, com o objetivo de aprofundar o papel das emoções no processo de decisão de compra e ajudar na elaboração dos questionários. Nos resultados que foram obtidos, não houve uma diferença significativa entre o número de clicks obtidos entre as duas páginas de e-commerce fictícias, o que se conclui que nem o vídeo selling nem a foto proporcionam uma maior conversão. No entanto, as emoções que foram despertadas e que levaram ao comportamento de compra foram diferentes em ambas as páginas. As variáveis moderadoras demonstraram também ter um papel importante neste comportamento.
In an increasingly competitive business environment and with the changing of the buyer needs, companies are increasingly required to create perfect shopping experiences that stimulate and arouse emotions, with the aim of increasing purchasing behaviour. The study analyses the impact of vídeo selling on wine purchasing behaviour, also analysing the emotions that were aroused and taking into account moderating variables such as the eletronic viewing device, the presence or absence of sound and the environment. The aim of this study is to understand whether a vídeo selling strategy leads to increased online purchasing behaviour for premium wine and through which emotions. To this end, an experimental approach was carried out using the manipulation method, with the creation of two ficticious e-commerce pages, one with the vídeo and the other with only the photo. Data collection was carried out through a quantitive methodology, in this case questionnaires, ant the chi-square test was used to acess the association between the variables and conversion. A qualitative methodology was also used, with an interview with na expert in the field of emotions and purchasing behaviour, with the aim of deepening the role of emotions in the purchasing decision process and assisting in the preparation of the questionnaires. In the results obtained, there was no significant difference between the number of clicks obtained between the two ficticious e-commerce pages, which led to the conclusion that neither vídeo selling nor the photo resulted in higher conversion. However, the emotions that were aroused and led to purchasing behaviour were different on both pages. Moderating variables also proved to play an important role in this behaviour.
In an increasingly competitive business environment and with the changing of the buyer needs, companies are increasingly required to create perfect shopping experiences that stimulate and arouse emotions, with the aim of increasing purchasing behaviour. The study analyses the impact of vídeo selling on wine purchasing behaviour, also analysing the emotions that were aroused and taking into account moderating variables such as the eletronic viewing device, the presence or absence of sound and the environment. The aim of this study is to understand whether a vídeo selling strategy leads to increased online purchasing behaviour for premium wine and through which emotions. To this end, an experimental approach was carried out using the manipulation method, with the creation of two ficticious e-commerce pages, one with the vídeo and the other with only the photo. Data collection was carried out through a quantitive methodology, in this case questionnaires, ant the chi-square test was used to acess the association between the variables and conversion. A qualitative methodology was also used, with an interview with na expert in the field of emotions and purchasing behaviour, with the aim of deepening the role of emotions in the purchasing decision process and assisting in the preparation of the questionnaires. In the results obtained, there was no significant difference between the number of clicks obtained between the two ficticious e-commerce pages, which led to the conclusion that neither vídeo selling nor the photo resulted in higher conversion. However, the emotions that were aroused and led to purchasing behaviour were different on both pages. Moderating variables also proved to play an important role in this behaviour.
Descrição
Palavras-chave
Vídeo selling Marketing experiencial Marketing sensorial Shopper marketing Comportamento de compra Estímulos Emoções Vídeo marketing