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- Title
A Personificação do produto influenciando a Intenção de Compra Online quando moderada pela Categoria de Uso.
- Authors
Silva de Souza, Karina Cassia; Montero Arruda Filho, Emilio José; Pereira Dias, Edgar José; Sousa Oliveira, Ronny Luis
- Abstract
This study explores the personification of the product as a direct influence on online purchase intention when moderated by the category of use, thus aiming to expose the importance of incorporating differentials in products as a way of establishing an emotional bond with consumers, guaranteeing, in this context, greater interest of purchase and engagement with the communicated product. The overall objective is to attest to the effect of the personification of the product as a competitive differential, exploring opportunities for change in capturing consumer value at the time of purchase. From this perspective, a literature review on consumer behavior, personification value perception, utilitarianism, hedonism and customer engagement was prepared, for a better theoretical foundation on the subject and the environment and purchase exclusivity. Quantitative research was applied using closed questionnaires applied to 333 participants who already used the electronic market, analyzing the perception of respondents about products with different levels of personification. The focus of the study sought to lead the respondents' attention towards the existence of product personification, as a better purchase option. Through this study it is possible to conclude that the consumer has interest and engagement in relation to the personification of the researched product, if its perceived value is greater than the cost and time spent.
- Subjects
CONSUMER behavior; LITERATURE reviews; VALUE capture; ELECTRONIC markets; CUSTOMER relations
- Publication
Amazônia, Organizações e Sustentabilidade (AOS), 2023, Vol 12, Issue 1, p143
- ISSN
2238-8893
- Publication type
Article
- DOI
10.17648/aos.v12i1.2844