Práticas de consumo de roupas on-line durante a pandemia: uma perspectiva com base na teoria da prática
DOI:
https://doi.org/10.5585/remark.v22i4.23671Palavras-chave:
Moda on-line, Compra de roupas on-line, Valor percebido, Práticas de consumo, Pandemia da COVID-19Resumo
Objetivo: Entender a prática de compras de roupas on-line, que se reestrutura e se ressignifica na pandemia; e a resistência que essa prática sofre para se estabelecer no cotidiano, frente a uma prática já tradicional — ir às compras presenciais.
Método: Foram realizadas entrevistas em profundidade com 21 consumidores de vestuário on-line, sendo os dados transcritos analisados por meio de análise temática de dados.
Originalidade/relevância: O artigo analisa uma prática que sofre uma reestruturação frente ao estímulo do isolamento social causado pela pandemia, pontuando a força de novas (e velhas) práticas de consumo e sua probabilidade de persistir em um cenário pós-pandêmico.
Resultados: Para aqueles que prezam pelo valor hedônico da experiência presencial, a compra on-line pode retornar ao significado de algo esporádico e influenciado por promoções e cupons. A compra presencial no pós-pandemia retoma seu caráter social, representando lazer aos entrevistados. Ao mesmo tempo, para aqueles que prezam pelo caráter funcional e experiencial, o retorno à loja presencial dependerá do êxito da prática ao se inserir no seu itinerário.
Contribuições teórico-metodológicas: O artigo busca atender lacunas teóricas acerca da consolidação ou não de novos hábitos pós-pandemia, apontando elementos essenciais influenciadores, bem como de artigos que sugerem que as compras de roupa on-line sejam analisadas por um viés qualitativo. Para além, acrescenta a teoria da prática, analisando a reconfiguração da prática de compras que ocorre em um momento não natural, frente a um estímulo não planejado.
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