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Análise da percepção do consumidor em relação aos canais de compra online
| Name: | Description: | Size: | Format: | |
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| 1.46 MB | Adobe PDF |
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Abstract(s)
Os consumidores da era digital são seres engajados que além de promover discussões, estimulam tendências e otimizam processos na busca pelas melhores experiências nos canais de compra do ambiente online. De uma forma geral, cada consumidor, além de apresentar características próprias que o tornam único num processo de decisão de compra, contribui com perspectivas que se relacionam à variáveis e elementos externos ao complexo sistema de compras, promovendo transformações que norteiam a percepção que o usuário cria em relação a um produto, serviço ou a uma marca. Assim sendo, o presente estudo teve como objetivo geral compreender como os canais de compra digitais são percebidos por diferentes perfis de consumidores. Para tanto, realizou-se uma pesquisa exploratória e qualitativa, com a condução de 15 entrevistas em profundidade com consumidores de diferentes perfis sociodemográficos residentes no Brasil, Estados Unidos e Portugal. As entrevistas ocorreram a partir de um roteiro de entrevistas elaborado com questões norteadoras. Vale dizer que as interações foram gravadas, transcritas e analisadas a partir de técnicas de análise de conteúdo. Em suma, nesse processo observou-se que os consumidores interagem com a internet promovendo múltiplas interações, interessantes trocas e o compartilhamento contínuo de dados e informações. Ademais, destaca-se o uso das redes sociais e os streamings como plataformas dinâmicas e interativas que os consumidores interagem frequentemente e criam elos significativos ao seu processo de compra. Por fim, quanto à percepção de compra dos consumidores, expressa-se a compreensão dos usuários a partir dos estímulos sensoriais que intensificam suas necessidades e interesses, as percepções de preço, promoção, qualidade, conveniência e segurança e confiança representam estruturas de valor para o processo de compra, assim como as análises da percepção dos consumidores no contexto da pandemia do Covid – 19. Em resumo, a principal suposição desse estudo é lançar luz sobre aspectos relacionados à percepção do consumidor sobre os canais de compra online, perspectiva essa tão atual perante a Pandemia do COVID-19 (SARS-CoV-2) que trouxe novas compreensões do cotidiano para as pessoas.
Consumers in the digital era are engaged individuals who, in addition to promoting discussions, stimulate trends and optimize searching processes for the best shopping experiences throughout online channels. In general, each consumer, in addition to having their own characteristics that make them unique in a purchasing decision process, contributes with perspectives that are related to variables and external elements to the complex purchasing system, promoting transformations that guide the user's perception towards a product, service or brand. Therefore, the present study aims to understand how online purchase channels are perceived by different consumer profiles. To this end, an exploratory and qualitative research was conducted with 15 in-depth interviews with consumers from different sociodemographic profiles residing in Brazil, United States and Portugal. The interviews followed a script elaborated with specific guiding questions. It is worth saying that the interactions were recorded, transcribed, and analyzed using content analysis techniques. In short, it was observed in this process that consumers interact with the internet promoting interactions, interesting exchanges, and data sharing of information. In addition, what stands out is the use of dynamic and interactive platforms such as social networks and streamings services create significant links to their purchase process. Finally, regarding the consumers' purchase perception which imprints on users' understanding from sensory stimuli that intensify their needs and interests. The perception of price, sales, quality, convenience, security, and trust represent structures of value for the consumer purchasing process, as well as the analyzes of consumer perception within the Covid-19 pandemic context. In summary, the main assumption of this study is to shed light on aspects related to consumer perception of online shopping channels, a perspective that is so current before the COVID-19 Pandemic (SARS-CoV-2) that brought new understandings to everyday life for people.
Consumers in the digital era are engaged individuals who, in addition to promoting discussions, stimulate trends and optimize searching processes for the best shopping experiences throughout online channels. In general, each consumer, in addition to having their own characteristics that make them unique in a purchasing decision process, contributes with perspectives that are related to variables and external elements to the complex purchasing system, promoting transformations that guide the user's perception towards a product, service or brand. Therefore, the present study aims to understand how online purchase channels are perceived by different consumer profiles. To this end, an exploratory and qualitative research was conducted with 15 in-depth interviews with consumers from different sociodemographic profiles residing in Brazil, United States and Portugal. The interviews followed a script elaborated with specific guiding questions. It is worth saying that the interactions were recorded, transcribed, and analyzed using content analysis techniques. In short, it was observed in this process that consumers interact with the internet promoting interactions, interesting exchanges, and data sharing of information. In addition, what stands out is the use of dynamic and interactive platforms such as social networks and streamings services create significant links to their purchase process. Finally, regarding the consumers' purchase perception which imprints on users' understanding from sensory stimuli that intensify their needs and interests. The perception of price, sales, quality, convenience, security, and trust represent structures of value for the consumer purchasing process, as well as the analyzes of consumer perception within the Covid-19 pandemic context. In summary, the main assumption of this study is to shed light on aspects related to consumer perception of online shopping channels, a perspective that is so current before the COVID-19 Pandemic (SARS-CoV-2) that brought new understandings to everyday life for people.
Description
Keywords
Ambiente digital Canais de compra online Percepção do consumidor Digital environment Online shopping channels Consumer perception