Do ambiente físico ao online: reflexos da transformação digital nas atitudes do consumidor
DOI:
https://doi.org/10.5585/remark.v22i4.22327Palavras-chave:
Transformação digital, Marketing, Venda online, ConsumidorResumo
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.
Downloads
Referências
Abumalloh, R. A., Ibrahim, O., & Nilashi, M. (2020). Loyalty of young female Arabic customers towards recommendation agents: A new model for B2C E-commerce. Technology in Society, 61, 101253. Available at: https://doi.org/10.1016/j.techsoc.2020.101253
Akman, I., & Mishra, A. (2010). Gender, age and income differences in internet usage among employees in organizations. Computers in Human Behavior, 26(3), 482-490. Available at: https://doi.org/10.1016/j.chb.2009.12.007
Alberti, F. G., & Belfanti, F. (2021). Trend-driven Innovation in Manufacturing.
Anshari, M., Almunawar, M. N., Lim, S. A., & Al-Mudimigh, A. (2019). Customer relationship management and big data enabled: Personalization & customization of services. Applied Computing and Informatics, 15(2), 94-101. Available at: https://doi.org/10.1016/j.aci.2018.05.004
Anis, M. S., & Tan, M. L. (2023). Exploring OTC drug consumers’ perception towards online shopping and digital marketing through qualitative interviews: A sample from Malaysia. International Journal of Healthcare Management, 1-9. Available at: https://doi.org/10.1080/20479700.2022.2163865
Araújo, R. F. D. (2015). Marketing científico digital e métricas alternativas para periódicos: da visibilidade ao engajamento. Perspectivas em Ciência da Informação, 20(3), 67-84. Available at: https://doi.org/10.1590/1981-5344/2402
Baesens, B., Bapna, R., Marsden, J. R., Vanthienen, J., & Zhao, J. L. (2016). Transformational issues of big data and analytics in networked business. MIS Quarterly, 40(4), 807-818.
Bardin, L. (2011). Análise de Conteúdo/Laurence Bardin; Tradução Luís Antero Reto, Augusto Pinheiro. São Paulo: Edições, 70.
Berghaus, S. & Back, A. (2016). Stages in Digital Business Transformation: Results of an Empirical Maturity Study. MCIS 2016 Proceedings. 22.
https://aisel.aisnet.org/mcis2016/22
Berman, S. J. (2012). Digital transformation: opportunities to create new business models. Strategy & Leadership, 40(2), 16-24. Available at: https://doi.org/10.1108/10878571211209314
Buhalis, D., Leung, D., & Lin, M. (2023). Metaverse as a disruptive technology revolutionising tourism management and marketing. Tourism Management, 97, 104724. Available at: https://doi.org/10.1016/j.tourman.2023.104724
Caliskan, A., Özkan Özen, Y. D., & Ozturkoglu, Y. (2021). Digital transformation of traditional marketing business model in new industry era. Journal of Enterprise Information Management, 34(4), 1252-1273. Available at: https://doi.org/10.1108/JEIM-02-2020-0084
Castells, M. (2002). The Internet galaxy: Reflections on the Internet, business, and society. Oxford University Press, USA.
Checchinato, F. (2021). Digital transformation and consumer behavior: how analyzing consumer data reshapes the approach to marketing. In Managing Digital Transformation (pp. 165-176). Routledge.
Chen, Z., & Dubinsky, A. J. (2003). A conceptual model of perceived customer value in e‐commerce: A preliminary investigation. Psychology & Marketing, 20(4), 323-347. Available at: https://doi.org/10.1002/mar.10076
Chen, C. L., Lin, Y. C., Chen, W. H., Chao, C. F., & Pandia, H. (2021). Role of government to enhance digital transformation in small service business. Sustainability, 13(3), 1028. Available at: https://doi.org/10.3390/su13031028
Childers, T. L., Carr, C. L., Peck, J., & Carson, S. (2001). Hedonic and utilitarian motivations for online retail shopping behavior. Journal of Retailing, 77(4), 511-535. Available at: https://doi.org/10.1016/S0022-4359(01)00056-2
Chintalapati, S., & Pandey, S. K. (2022). Artificial intelligence in marketing: A systematic literature review. International Journal of Market Research, 64(1), 38-68. Available at: https://doi.org/10.1177/14707853211018428
Cintra, F. C. (2010). Marketing Digital: a era da tecnologia on-line. Investigação, 10(1). Available at: https://doi.org/10.26843/investigacao.v10i1.147
Czernek, K., & Czakon, W. (2016). Trust-building processes in tourist coopetition: The case of a Polish region. Tourism Management, 52, 380-394. Available at: https://doi.org/10.1016/j.tourman.2015.07.009
Dash, G., & Chakraborty, D. (2021). Digital Transformation of Marketing Strategies during a Pandemic: Evidence from an Emerging Economy during COVID-19. Sustainability, 13(12), 6735. Available at: https://doi.org/10.3390/su13126735
Day, G. S. (2011). Closing the marketing capabilities gap. Journal of Marketing, 75(4), 183-195. Available at: https://doi.org/10.1509/jmkg.75.4.183
Demirkan, H., Spohrer, J. C., & Welser, J. J. (2016). Digital innovation and strategic transformation. It Professional, 18(6), 14-18. Available at: https://doi.org/10.1109/MITP.2016.115
Duarte, R. (2004). Interviews in qualitative research. Educar em Revista, 213-225.
Ebert, C., & Duarte, C. H. C. (2018). Digital transformation. IEEE Softw., 35(4), 16-21.
Fernández-Rovira, C., Valdés, J. Á., Molleví, G., & Nicolas-Sans, R. (2021). The digital transformation of business. Towards the datafication of the relationship with customers. Technological Forecasting and Social Change, 162, 120339. Available at: https://doi.org/10.1016/j.techfore.2020.120339
García, J. J. L., Lizcano, D., Ramos, C. M., & Matos, N. (2019). Digital marketing actions that achieve a better attraction and loyalty of users: An analytical study. Future Internet, 11(6), 130. Available at: https://doi.org/10.3390/fi11060130
Gawer, A. (2021). Digital platforms’ boundaries: The interplay of firm scope, platform sides, and digital interfaces. Long Range Planning, 54(5), 102045. Available at: https://doi.org/10.1016/j.lrp.2020.102045
Gefen, D. (2000). E-commerce: the role of familiarity and trust. Omega, 28(6), 725-737. Available at: https://doi.org/10.1016/S0305-0483(00)00021-9
Gray, J., & Rumpe, B. (2017). Models for the digital transformation. Software & Systems Modeling, 16, 307-308. https://doi.org/10.1007/s10270-017-0596-7
Gretzel, U. (2022). The Smart DMO: A new step in the digital transformation of destination management organizations. European Journal of Tourism Research, 30, 3002-3002. Available at: https://doi.org/10.54055/ejtr.v30i.2589
Guaman, C. R. S., Rivera, D. P. P., Vivar, S. A. M., & Lapo, E. V. A. (2021). Digital transformation of marketing in small and medium enterprises through social networks: Plitogenic decision-making. Infinite Study.
Gunasekaran, A., Marri, H. B., McGaughey, R. E., & Nebhwani, M. D. (2002). E-commerce and its impact on operations management. International Journal of Production Economics, 75(1-2), 185-197. Available at: https://doi.org/10.1016/S0925-5273(01)00191-8
Gupta, A. (2014). E-Commerce: Role of E-Commerce in today’s business. International Journal of Computing and Corporate Research, 4(1), 1-8.
Haffke, I., Kalgovas, B. J., & Benlian, A. (2016). The Role of the CIO and the CDO in an Organization’s Digital Transformation.
Hua, N., Hight, S., Wei, W., Ozturk, A. B., Zhao, X., Nusair, K., & DeFranco, A. (2019). The power of e-commerce: Does e-commerce enhance the impact of loyalty programs on hotel operating performance? International Journal of Contemporary Hospitality Management, 31(4), 1906-1923. Available at: https://doi.org/10.1108/IJCHM-02-2018-0168
Hwang, S. (2008). Utilizing qualitative data analysis software: A review of Atlas. ti. Social Science Computer Review, 26(4), 519-527. Available at: https://doi.org/10.1177/0894439307312485
Ianenko, M., Ianenko, M., Huhlaev, D., & Martynenko, O. (2019, March). Digital transformation of trade: problems and prospects of marketing activities. In IOP Conference Series: Materials Science and Engineering (Vol. 497, No. 1, p. 012118). IOP Publishing. Available at: https://doi.org/10.1088/1757-899X/497/1/012118
Iansiti, M., & Lakhani, K. R. (2014). Digital ubiquity: How connections, sensors, and data are revolutionizing business. Harvard business review, 92(11), 19.
Järvinen, J., & Karjaluoto, H. (2015). The use of Web analytics for digital marketing performance measurement. Industrial Marketing Management, 50, 117-127. Available at: https://doi.org/10.1016/j.indmarman.2015.04.009
Jiménez-Zarco, A. I., Clemente-Almendros, J. A., González-González, I., & Aracil-Jordà, J. (2021). Female micro-entrepreneurs and social networks: Diagnostic analysis of the influence of social-media marketing strategies on brand financial performance. Frontiers in Psychology, 12, 630058. Available at: https://doi.org/10.3389/fpsyg.2021.630058
Kabugumila, M. S., & Muya, F. (2016). Analysis of Users Post Adoption Satisfaction on Performance of Self Service Technologies: The Case of National Institute of Transport. American Journal of Service Science and Management, 3(3), 13-20.
Kane, G. C., Palmer, D., Phillips, A. N., Kiron, D., & Buckley, N. (2015). Strategy, not technology, drives digital transformation. MIT Sloan Management Review.
Kannan, P. K., & Hongshuang, L. (2017). Digital marketing: A framework, review and research agenda. International Journal of Research in Marketing, 34(1), 22-45. Available at: https://doi.org/10.1016/j.ijresmar.2016.11.006
Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of Social Media. Business Horizons, 53(1), 59-68. Available at: https://doi.org/10.1016/j.bushor.2009.09.003
Katsikeas, C., Leonidou, L., & Zeriti, A. (2020). Revisiting international marketing strategy in a digital era: Opportunities, challenges, and research directions. International Marketing Review, 37(3), 405-424. Available at: https://doi.org/10.1108/IMR-02-2019-0080
Kietzmann, J. H., Hermkens, K., McCarthy, I. P., & Silvestre, B. S. (2011). Social media? Get serious! Understanding the functional building blocks of social media. Business Horizons, 54(3), 241-251. Available at: https://doi.org/10.1016/j.bushor.2011.01.005
Kim, R. Y. (2020). The impact of COVID-19 on consumers: Preparing for digital sales. IEEE Engineering Management Review, 48(3), 212-218. Available at: https://doi.org/10.1109/EMR.2020.2990115
Kowalczuk, P., Siepmann, C., & Adler, J. (2021). Cognitive, affective, and behavioral consumer responses to augmented reality in e-commerce: A comparative study. Journal of Business Research, 124, 357-373. Available at: https://doi.org/10.1016/j.jbusres.2020.10.050
Leeflang, P. S., Verhoef, P. C., Dahlström, P., & Freundt, T. (2014). Challenges and solutions for marketing in a digital era. European Management Journal, 32(1), 1-12. Available at: https://doi.org/10.1016/j.emj.2013.12.001
Lemon, K. N., & Verhoef, P. C. (2016). Understanding customer experience throughout the customer journey. Journal of Marketing, 80(6), 69-96. Available at: https://doi.org/10.1509/jm.15.0420
Li, F. (2018). The Digital Transformation of Business Models in the Creative Industries: A Holistic Framework and Emerging Trends. Technovation. Available at: https://doi.org/10.1016/j.technovation.2017.12.004
Lian, J. W., & Yen, D. C. (2014). Online shopping drivers and barriers for older adults: Age and gender differences. Computers in Human Behavior, 37, 133-143. Available at: https://doi.org/10.1016/j.chb.2014.04.028
Lin, C. Y. (2022). Understanding consumer perceptions and attitudes toward smart retail services. Journal of Services Marketing, 36(8), 1015-1030. Available at: https://doi.org/10.1108/JSM-09-2020-0407
Matt, C., Hess, T., & Benlian, A. (2015). Digital transformation strategies. Business & Information Systems Engineering, 57(5), 339-343. https://doi.org/10.1007/s12599-015-0401-5
Meilatinova, N. (2021). Social commerce: Factors affecting customer repurchase and word-of-mouth intentions. International Journal of Information Management, 57, 102300. Available at: https://doi.org/10.1016/j.ijinfomgt.2020.102300
Miles, M., Huberman, A. M., & Saldaña (2014). Qualitative data analysis: A methods sourcebook. The United States of America: SAGE publications.
Moiseev, S. S., Khanseviarov, R. I., Nazarchuk, N. P., Telminova, N. V., & Sadykov, A. I. (2023). Regional Aspects of the Development of the Consumer Lending Sector in Russia During the Pandemic. In Challenges of the Modern Economy: Digital Technologies, Problems, and Focus Areas of the Sustainable Development of Country and Regions (pp. 533-539). Cham: Springer International Publishing. Available at: https://doi.org/10.1007/978-3-031-29364-1_104
Pencarelli, T. (2022). Digital Transition: what are the challeges facing Small and Medium-sized Enterprises? Piccola Impresa/Small Business, (3). Available at: https://doi.org/10.14596/pisb.3640
Peter, M. K., Kraft, C., & Lindeque, J. (2020). Strategic action fields of digital transformation: An exploration of the strategic action fields of Swiss SMEs and large enterprises. Journal of Strategy and Management, 13(1), 160-180. Available at: https://doi.org/10.1108/JSMA-05-2019-0070
Pine, B. J., & Gilmore, J. H. (1998). The experience economy. Harvard Business Review, 76(6), 18-23.
Ratchford, B. T. (2020). The history of academic research in marketing and its implications for the future. Spanish Journal of Marketing-ESIC, 24(1), 3-36. Available at: http://dx.doi.org/10.1108/SJME-11-2019-0096
Reinartz, W., Wiegand, N., & Imschloss, M. (2019). The impact of digital transformation on the retailing value chain. International Journal of Research in Marketing, 36(3), 350-366. Available at: https://doi.org/10.1016/j.ijresmar.2018.12.002
Sakas, D. P., & Giannakopoulos, N. T. (2021). Big data contribution in desktop and mobile devices comparison, regarding airlines’ digital brand name effect. Big Data and Cognitive Computing, 5(4), 48. https://doi.org/10.3390/bdcc5040048
Sampieri, R., Collado, C. & Lucio, M. D. P. B. (2013). Definição do alcance da pesquisa a ser realizada: exploratória, descritiva, correlacional ou explicativa. Metodologia de pesquisa. 5ª ed. Porto Alegre: Penso, 99-110.
Senn, J. A. (2000). The emergence of m-commerce. Computer, 33(12), 148-150.
Sestino, A., Prete, M. I., Piper, L., & Guido, G. (2020). Internet of Things and Big Data as enablers for business digitalization strategies. Technovation, 98, 102173. Available at: https://doi.org/10.1016/j.technovation.2020.102173
Silva Junior, L. A., & Leão, M. B. C. (2018). O software Atlas. ti como recurso para a análise de conteúdo: analisando a robótica no Ensino de Ciências em teses brasileiras. Ciência & Educação, 24(3), 715-728. Available at: https://doi.org/10.1590/1516-731320180030011
Souza Minayo, M. C. (2017). Amostragem e saturação em pesquisa qualitativa: consensos e controvérsias. Revista Pesquisa Qualitativa, 5(7), 1-12.
Teo, T. S., & Liu, J. (2007). Consumer trust in e-commerce in the United States, Singapore and China. Omega, 35(1), 22-38. Available at: https://doi.org/10.1016/j.omega.2005.02.001
Tian, Y. (2008). Chapter ll History of E-Commerce.
Trang, S., Busse, S., Schmidt, J., Falk, T., & Marrone, M. (2015). he Danger of Replacing Human Interaction in IS-driven Collaborative Consumption Services.
Valos, M. J., Haji Habibi, F., Casidy, R., Driesener, C. B., & Maplestone, V. L. (2016). Exploring the integration of social media within integrated marketing communication frameworks: Perspectives of services marketers. Marketing Intelligence & Planning, 34(1), 19-40. Available at: https://doi.org/10.1108/MIP-09-2014-0169
Verhoef, P. C., Broekhuizen, T., Bart, Y., Bhattacharya, A., Dong, J. Q., Fabian, N., & Haenlein, M. (2021). Digital transformation: A multidisciplinary reflection and research agenda. Journal of Business Research, 122, 889-901. Available at: https://doi.org/10.1016/j.jbusres.2019.09.022
Vial, G. (2019). Understanding digital transformation: A review and a research agenda. The Journal of Strategic Information Systems, 28(2), 118-144. Available at: https://doi.org/10.1016/j.jsis.2019.01.003
Vinerean, S., & Opreana, A. (2021). Measuring Customer Engagement in Social Media Marketing: A Higher-Order Model. Journal of Theoretical and Applied Electronic Commerce Research, 16(7), 2633-2654. Available at: https://doi.org/10.3390/jtaer16070145
Wang, O., Somogyi, S., & Charlebois, S. (2020). Food choice in the e-commerce era: a comparison between business-to-consumer (B2C), online-to-offline (O2O) and new retail. British Food Journal, 122(4), 1215-1237. Available at: https://doi.org/10.1108/BFJ-09-2019-0682
Wichmann, J. R., Wiegand, N., & Reinartz, W. J. (2022). The platformization of brands. Journal of Marketing, 86(1), 109-131. Available at: https://doi.org/10.1177/00222429211054073
Wymbs, C. (2011). Digital marketing: The time for a new “academic major” has arrived. Journal of Marketing Education, 33(1), 93-106. Available at: https://doi.org/10.1177/0273475310392544
Yoon, H. S., & Occena, L. G. (2015). Influencing factors of trust in consumer-to-consumer electronic commerce with gender and age. International journal of information management, 35(3), 352-363. Available at: https://doi.org/10.1016/j.ijinfomgt.2015.02.003
Ziółkowska, M. J. (2021). Digital Transformation and Marketing Activities in Small and Medium-Sized Enterprises. Sustainability, 13(5), 2512. Available at: https://doi.org/10.3390/su13052512
Downloads
Publicado
Como Citar
Edição
Seção
Licença
Copyright (c) 2023 ReMark - Revista Brasileira de Marketing
Este trabalho está licenciado sob uma licença Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
