Investigando os diferentes canais de venda na percepção de valor e de justiça de preço e seus efeitos em pessoas ocupadas
N/D
Autores
SILVA, DAVI RACHMAN DA
Orientador
Co-orientadores
Citações na Scopus
Tipo de documento
Dissertação
Data
2021
Resumo
O crescimento dos smartphones e do ecommerce impulsionou o avanço de diferentes canais de
venda que tiveram impacto na forma que os consumidores são afetados por estes canais. Esta
dissertação busca contribuir com entendimento dos canais de vendas e se há diferença na
percepção de valor e percepção de justiça de preço entre os canais online, multicanal e
omnicanal. Além disso, busca entender se há alguma influência de busyness nesta relação de
canais com percepção de valor e justiça de preço. Como metodologia, foram realizados dois
experimentos, através de questionários com respondentes brasileiros. No primeiro experimento
foram obtidos dados sobre o efeito dos canais em percepção de valor e justiça de preço e na
segunda pesquisa o foco foi na possível influência moderadora de busyness sobre esse efeito.
Com os dados obtidos destas pesquisas, foram realizadas regressões pelo método de mínimos
quadrados ordinários. Como resultado, obtivemos que o multicanal possui um efeito positivo e
estatisticamente significante sobre a percepção de valor em relação ao canal online, enquanto
na justiça de preço a multicanalidade e omnicanalidade obtiveram efeitos positivos e
estatisticamente significantes em relação ao canal online. Entretanto, não observamos um efeito
moderador estatisticamente significante de busyness sobre o efeito dos canais em percepção de
valor e justiça de preço.
The growth of smartphones and ecommerce has driven the advancement of different sales channels that have impacted the way consumers are affected by these channels. This dissertation seeks to contribute to the understanding of sales channels and whether there is a difference in the perceived value and price fairness between online channel, multichannel and omnichannel. Furthermore, it seeks to understand if there is any influence of busyness in this relationship of channels with perceived value and price fairness. We developed two experiments through questionnaires with Brazilian respondents. In the first experiment, we obtained data on the effect of channels on perceived value and price fairness and in the second experiment, the focus was on the possible moderating influence of busyness on this effect. With the data obtained from these surveys, regressions were performed using the ordinary least squares method. As a result, we found that multichannel has a positive and statistically significant effect on the perceived value in relation to the online channel, while in price fairness, multichannel and omnichannel had a positive and statistically significant effects in relation to the online channel. However, we did not observe a statistically significant moderating effect of busyness on the influence of channels on perceived value and price fairness.
The growth of smartphones and ecommerce has driven the advancement of different sales channels that have impacted the way consumers are affected by these channels. This dissertation seeks to contribute to the understanding of sales channels and whether there is a difference in the perceived value and price fairness between online channel, multichannel and omnichannel. Furthermore, it seeks to understand if there is any influence of busyness in this relationship of channels with perceived value and price fairness. We developed two experiments through questionnaires with Brazilian respondents. In the first experiment, we obtained data on the effect of channels on perceived value and price fairness and in the second experiment, the focus was on the possible moderating influence of busyness on this effect. With the data obtained from these surveys, regressions were performed using the ordinary least squares method. As a result, we found that multichannel has a positive and statistically significant effect on the perceived value in relation to the online channel, while in price fairness, multichannel and omnichannel had a positive and statistically significant effects in relation to the online channel. However, we did not observe a statistically significant moderating effect of busyness on the influence of channels on perceived value and price fairness.
Palavras-chave
Canais de Venda; Percepção de Valor; Justiça de Preço; Busyness; Sales Channels; Perceived Value; Price Fairness
Titulo de periódico
URL da fonte
Título de Livro
URL na Scopus
Idioma
Português
Notas
Membros da banca
Área do Conhecimento CNPQ
CIENCIAS SOCIAIS APLICADAS
CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO::ADMINISTRACAO DE EMPRESAS
CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO::ADMINISTRACAO DE EMPRESAS