Do ambiente físico ao online: reflexos da transformação digital nas atitudes do consumidor
DOI:
https://doi.org/10.5585/remark.v22i4.22327Palabras clave:
Transformação digital, Marketing, Venda online, ConsumidorResumen
Objetivo: Analisar qual a percepção dos consumidores relacionando sua experiência em lojas físicas versus lojas online, e o que os motiva a escolher uma ou outra.
Método: Qualitativo-exploratório.
Principais resultados: Os resultados revelaram que a preferência pelo uso de meios digitais não está diretamente relacionada à faixa etária, com percepções diferentes entre os consumidores. Pessoas mais velhas valorizam a conveniência, variedade e economia de tempo das compras online, enquanto alguns jovens preferem lojas físicas para observar os produtos e se sentirem mais seguros. A fidelização nas compras online é impulsionada por preços baixos e programas de fidelidade, mas os anúncios personalizados geram opiniões divergentes. A co-criação de valor por meio do feedback do consumidor mostrou-se efetiva apenas em situações específicas.
Contribuições teóricas: A contribuição teórica reside no fato de que o marketing e a inovação têm interfaces em comum, como por exemplo o fenômeno da transformação digital.
Duas contribuições práticas: expansão dos canais digitais devido à transformação digital e importância dos programas de fidelização para lojas online.
Relevância: Embora se tenha um claro entendimento do papel ativo dos clientes no marketing, ainda há uma lacuna na literatura sobre se a TD alterou os motivos pelos quais os consumidores escolhem entre canais de compra digitais ou lojas físicas, ademais esse trabalho também apresenta perfis de consumidores a partir da mudança do ambiente físico para o online.
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