Um estudo empírico dos antecedentes da preferência do consumidor por canais de varejo
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Data
2017-02-22
Autores
Orientador(res)
Zambaldi, Felipe
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Resumo
The objective of this study is to evaluate if characteristics such as the use of mobile devices, a buying orientation, and a channel perception are antecedents in the choice of the channel by the consumer. The analysis of the study was made a proposal of a nomological network that involved different steps of validation. The main findings of the study were: (i) the choice of the channel by the consumer occurs in two dimensions, a showrooming behavior (search the product in physical stores and intention to transact in the digital environment), and webrooming (search the product in digital stores and intention to transact in the digital environment), and (ii) characteristics such as use of mobile devices, buying orientation and channel perception are antecedents to the choice of the channel by the consumer. From the academic point of view, a contribution of the study is a proposal of a nomological network that evaluates in an integrated way the antecedents of the preferences of the channels by the consumer. And from the managerial viewpoint, the study contributes to the presenting the antecedents of a consumer channel choice so that companies must create marketing strategies for better business and financial results.