Made available in DSpace on 2018-08-01T23:40:25Z (GMT). No. of bitstreams: 1 tese_11544_Dissertação_Emanuel_Versão_Final20180131-115221.pdf: 2670227 bytes, checksum: 80557f8a62de4b4543889b19e3f60459 (MD5) Previous issue date: 2017-10-31 / Este estudo foi desenvolvido com o objetivo de analisar o efeito da qualidade do site na relação entre os atributos do vinho e o risco percebido em compras de vinhos online e, ainda, analisar o seu efeito na relação entre o risco percebido em compras de vinhos online e a intenção de recompra de vinhos online. O interesse por esse tema se deu, primeiramente, pelo fato de o consumo de vinhos no Brasil ter apresentado um substancial crescimento nos últimos anos, o que se permite supor tratar-se de um segmento de mercado em franca expansão e, ainda, pelo crescente uso da internet como um canal alternativo de compras deste produto, o qual apresenta complexidades peculiares, desde o processo de decisão de compra até o seu consumo. Com base na revisão da literatura, foi elaborado o modelo conceitual deste estudo, assim como o questionário utilizado para verificar se as relações teóricas observadas se confirmariam na amostra selecionada para este trabalho. A coleta de dados foi operacionalizada a partir do envio do questionário, por e-mail, à uma amostra composta por 5.200 possíveis respondentes, todos usuários de um dos maiores e-commerce de vinhos do mundo, tendo sido coletadas 376 respostas, durante o mês de setembro de 2017, as quais foram submetidas às análises multivariadas por meio da técnica da modelagem de equações estruturais, com o auxílio do pacote PLS-PM utilizado no software “R”. Os resultados demonstraram que os atributos do vinho não apresentaram significância estatística na relação com o risco percebido em compras de vinhos online. Por outro lado, foram encontradas evidências de que o risco percebido em compras de vinhos online impacta negativamente a intenção de recompra de vinhos online. Por fim, não foram encontradas evidências que permitissem afirmar o efeito moderador da qualidade do site nas relações observadas neste estudo. Os resultados desta pesquisa foram discutidos e, ao final, apresentaram-se as suas limitações e algumas sugestões para pesquisas futuras. / The purpose of this study was to analyze the effect of site quality on the relationship between wine attributes and perceived risk in online wine purchases, and to analyze its effect on the relationship between perceived risk in online wine purchases and the online wine repurchase intention. The interest in this theme came first because the consumption of wines in Brazil has shown a substantial growth in recent years, assuming that it is a rapidly expanding market segment and due to the increasing use of the internet as an alternative channel of purchases of this product, which presents peculiarities, from the purchase decision process to its consumption. Based on the literature review, the conceptual model of this study was elaborated, as well as the questionnaire used to verify if the theoretical relationships would be confirmed in the sample selected for this study. The data collection were done by sending the questionnaire, by e-mail, to a sample composed of 5,200 potential respondents, all users of one of the largest e-commerce wines in the world. Three hundred and seventy-six responses were collected in September 2017, which were subjected to multivariate analysis using the structural equation modeling technique in the PLS-PM package using software R. The results showed that the attributes of the wine did not present statistical significance in relation to the perceived risk in online wine purchases. On the other hand, there is evidence that the perceived risk in online wine purchases negatively affects the online wine repurchase intention. Finally, no evidence was found to support the moderating effect of site quality on the relationships observed in this study. The results of this research were discussed and, at the end, its limitations and some suggestions for future research are presented.

El presente trabajo de investigación se realizó con el objetivo de confirmar si existe una relación entre los servicios logísticos, la imagen corporativa, la confiabilidad del producto y el servicio al cliente con la satisfacción del cliente y la intención de recompra de los consumidores entre 18 a 35 años en las principales tiendas virtuales marketplace. La metodología incluye una investigación cuantitativa, no experimental de tipo Transaccional Correlacional. El tipo de muestreo es no probabilístico por conveniencia. Asimismo, como instrumento de investigación cuantitativa, aplicamos 414 encuestas para analizar la relación entre las variables de estudio. En el primer capítulo, presentamos el marco teórico, donde definimos las principales variables de estudio; servicios logísticos, imagen corporativa, confiabilidad del producto, servicio al cliente, satisfacción del cliente e intención de recompra. Asimismo, analizamos los papers consultados para la elaboración del estudio y sus principales hallazgos y conclusiones de investigación. En el segundo capítulo, presentamos las hipótesis, los objetivos y determinamos la problemática del estudio. Mientras que en el tercer capítulo hablamos de la metodología detallando el tipo de investigación, la operalización de las variables de estudio, el proceso de muestreo y los instrumentos metodológicos para el recojo de datos para la investigación. En el cuarto y quinto capítulo analizamos los resultados de la investigación, junto a los análisis estadísticos como el coeficiente de correlación de Spearman, y realizamos una comparativa entre los resultados y la teoría dentro de los papers de referencia. Por último, brindamos las conclusiones y recomendación de la investigación. / This research work was carried out with the aim of confirming whether there is a relationship between logistics services, corporate image, product reliability, customer service, customer satisfaction and consumer repurchase intent between 18 and 35 years in major marketplace virtual stores. The methodology includes quantitative, non-experimental research of the Correlal Transactional type. The sampling type is non-probabilistic for convenience. Also, as a quantitative research tool, we applied 414 surveys to analyze the relationship between study variables. In the first chapter, we present the theoretical framework, where we define the main study variables; logistics services, corporate image, product reliability, customer service, customer satisfaction and repurchase intent. We also analyze the papers consulted for the preparation of the study and its main research findings and conclusions. In the second chapter, we present the hypotheses, the objectives and determine the problem of the study. While in the third chapter we talk about the methodology detailing the type of research, the operation of study variables, the sampling process and methodological instruments for collecting data for research. In the fourth and fifth chapter we analyzed the results of the research, along with statistical analyses such as Spearman's correlation coefficient, and made a comparison between results and theory within the reference papers. Finally, the conclusions and recommendation of the investigation are provided. / Tesis

La presente investigación se centra en la categoría de supermercados y tiene como objetivo comprobar como las dimensiones del marketing de contenido relacional influyen en el compromiso del cliente (customer engagement) y este, en la intención de recompra de usuarios de supermercados. Metodológicamente se realizaron 246 encuestas de manera virtual a personas que compraban en supermercados y seguían contenidos en redes sociales de dichos establecimientos. Para responder a las hipótesis planteadas los datos fueron procesados con el programa estadístico Smart-PLS. Los resultados arrojaron que la variable marketing de contenido relacional influye con el compromiso del cliente (CC) y este último, con la intención de recompra en los usuarios de supermercados. Los resultados son relevantes en el ámbito académico, ya que se amplió el número de dimensiones usadas para analizar el marketing de contenido relacional y se usó la técnica de segundo orden para analizar las variables multidimensionales. Desde el punto de vista práctico, los hallazgos permiten a los supermercados comprobar que el CC es un antecedente de la intención de recompra, por lo que deberían centrar sus estrategias de marketing en potenciar las acciones del contenido relacional con la finalidad de lograr el compromiso de los usuarios. / This research focuses on the supermarket category and aims to test how the dimensions of relational content marketing influence customer engagement and this, in the repurchase intention of supermarket users. Methodologically, 246 surveys were conducted virtually, to people who shopped in supermarkets and followed content in social networks of these establishments. In order to respond to the hypotheses, the data were processed with the statistical program Smart-PLS. The results showed that the relational content marketing variable influences customer engagement (CC) and the latter, with the intention to repurchase in supermarket users. The results are relevant in the academic field, since the number of dimensions used to analyze relational content marketing was expanded and the second-order technique was used to analyze multidimensional variables. From a practical point of view, the findings allow supermarkets to prove that CC is an antecedent of repurchase intention, so they should focus their marketing strategies on enhancing relational content actions in order to achieve costumer engagement (CC). / Tesis / PE

La presente investigación tiene por objetivo identificar qué acciones de Social Media Marketing (SMM) influyen en la satisfacción experimentada después de la compra y en la intención de recompra. Las dimensiones de SMM que se incluirán en el estudio son el contenido, la personalización, la información, la interacción y las recomendaciones. Esta investigación busca entender la relación entre estas variables en el contexto de los nuevos emprendimientos surgidos durante la pandemia en la red social Instagram y relacionados con las categorías de pastelería, repostería y comida rápida. El objetivo es poder determinar qué acciones son más influyentes para generar satisfacción y recompra en el caso de los nuevos negocios El desarrollo de la investigación se delimitará a la zona de Lima Metropolitana y la ciudad de Huaraz, región del departamento de Ancash. La muestra estará compuesta por 400 personas que hayan comprado en este tipo de emprendimientos al menos una vez en los últimos seis meses. El estudio que se realizará tendrá un enfoque cuantitativo, de tipo explicativo y transversal y utilizará el modelado de ecuaciones estructurales (SEM) para el análisis de los resultados. / The present research aims to identify which Social Media Marketing (SMM) actions influence post-purchase satisfaction and repurchase intention. The SMM dimensions to be included in the study are content, personalization, information, interaction and recommendations. This research seeks to understand the relationship between these variables in the context of new ventures emerged during the pandemic on the social network Instagram and related to the categories of pastry, confectionery and fast food. The objective is to determine which actions are more influential in generating satisfaction and repurchase in the case of new businesses. The development of the research will be delimited to the area of Metropolitan Lima and the city of Huaraz, region of the department of Ancash. The sample will be composed of 400 people who have purchased in this type of business at least once in the last six months. The study will have a quantitative, explanatory and cross-sectional approach and will use structural equation modeling (SEM) to analyze the results. / Trabajo de investigación

El presente trabajo de investigación realiza un análisis del comportamiento de las variables: Marketing en los Medios Sociales, Imagen de Marca, Valor de Marca, Lealtad de Marca, Conocimiento de Marca e Intención de Recompra; las cuales se relacionan entre sí, y también, se analiza los efectos que estas tienen en la relación cliente / marca. Este trabajo, se considera relevante, debido a que puede ser beneficioso para que futuras marcas puedan mejorar su imagen y la relación con los clientes presentes y futuros. En este sentido, uno de los vacíos del estudio, es que muestra la postura desde el punto de vista de estudiantes que cumplieran con ciertas características solicitadas, más no se utilizó un público objetivo real. De esta forma, si bien los resultados brindan una perspectiva cercana a la del consumidor es necesario abarcar el punto de vista real de las marcas y la intención de compra (Almohaimmeed, 2019). Otro factor a considerar, es el lugar y las condiciones socioculturales, las cuales afectan el contexto de los resultados, por lo que no se podría generalizar los resultados según las investigaciones ya realizadas, sin embargo, si se considera una oportunidad para que pueda ser indagado en futuras investigaciones sobre el contexto sociocultural limeño. (Sehar Ashraf y Azam, 2019; Ismail, 2017). Además, el sector investigado impide que el modelo de valor de la marca se proyecte a otros rubros, ya que el tamaño de la muestra es muy limitado (Shabbir, Khan y Khan, 2017). / This research work performs an analysis of the behavior of the variables: Social Media Marketing, Brand Image, Brand Equity, Brand Loyalty, Brand Awareness and Repurchase Intention; which are related to each other, and the effects they have on the customer / brand relationship are also analyzed. This work is considered relevant, because it can be beneficial for future brands to improve their image and the relationship with present and future customers. Furthermore, one of the gaps in the study is that it shows the position from the point of view of students who meet certain requested characteristics, but a real target audience was not used. Although the results provide a close perspective of the consumer point of view, but it is necessary to cover the real opinion of the brands and the purchase intention (Almohaimmeed, 2019). Another factor to consider is the place and the sociocultural conditions, which affect the context of the results, so thisones could not be generalized according to the investigations already carried out, however this is considered as an opportunity for it to be investigated in future research on the Lima sociocultural context. (Sehar Ashraf and Azam, 2019; Ismail, 2017). In addition, the investigated sector prevents the brand's value model from being projected to other areas, since the sample size is very limited (Shabbir, Khan and Khan, 2017). / Trabajo de investigación

El trabajo presente consiste en un análisis de una gran variable denominada Brand experience y como esta se relaciona al purchase intention y brand loyalty. Además se busca identificar la correlación entre la gran variable y las variables independientes como el nivel de experiencia afectiva con una marca, la experiencia intelectual con respecto al consumo, la experiencia sensorial con la oportunidad de compra y, finalmente, la lealtad como resultado de una buena experiencia. Se propone realizar un estudio cuantitativo no probabilístico a una muestra de 400 consumidores de cerveza artesanal mediante enfoques bivariados y multivariados en SPSS y Smart Less. / The present work consists of an analysis of the variable Brand experience and how it is related to other variables such as Purchase Intention and Brand Loyalty. In addition, it seeks to identify the correlation between the large variable and the independent variables such as the level of affective experience with a brand, the intellectual experience with respect to consumption, the sensory experience and the opportunity to purchase and finally, loyalty as a result of a good experience. It is proposed to carry out a non probabilistic quantitative study to a sample of 400 craft beer consumers using bivariate and multivariate approaches in SPSS and Smart Less. / Trabajo de investigación

[pt] Nas últimas décadas, os programas de recompra de ações têm se tornado cada vez mais populares entre as empresas abertas ao redor do mundo. Além de constituírem uma forma de remuneração aos acionistas, as recompras de ações geram uma série de efeitos secundários e impactos distintos sobre as companhias, o que dificulta a identificação de um fator único para sua execução e para a existência das anomalias de mercado. Ao mesmo tempo que se observa uma evolução gradual dos estudos sobre recompra de ações nos mercados desenvolvidos, como no caso dos Estados Unidos, observa-se um gap de conhecimento sobre tais eventos no Brasil. O presente estudo tem por objetivo analisar as anomalias observadas nos preços das ações após os anúncios de recompra sob um ângulo diferenciado dos estudos já desenvolvidos com referência ao tema na literatura nacional. A partir de uma conceituação internacional, identifica-se que cada vez mais os insiders têm um papel importante na execução e nos retornos dos programas de recompra. Utilizando pela primeira vez uma base de dados recente e mais precisa sobre os programas de recompra de ações anunciados e realizados no país nos últimos anos, este estudo identifica características únicas do mercado brasileiro, como por exemplo o alto nível de recompras anunciadas e não executadas. Esta visível discrepância entre os anúncios e as execuções resulta na identificação de um efeito reputacional, através do qual empresas que possuem histórico de execução apresentam retornos anormais ao redor das datas de anúncio dos programas de recompra. Além deste efeito reputacional, também são obtidas evidências positivas do papel da governança corporativa e da existência de uma relação significativa entre a execução das recompras e as negociações de ações realizadas pelos insiders. / [en] In the recent decades, share repurchase programs gained increasing importance among public companies worldwide. Besides being an alternative form of distribution to shareholders, share repurchase programs have a series of secondary effects and distinct impacts within each company, which does not allow the identification of one exclusive factor to justify such behavior. While several studies regarding share repurchases have been conducted in developed markets, such as the United States, there is a large gap of knowledge between those markets and the Brazilian market. This research represents a step forward to the understanding of the share price behavior anomalies following share repurchase announcements using a different perspective than previous studies in the Brazilian literature. Following an international review, the behavior of the companies insiders is identified as an important factor that directly affects the execution and returns generated by the share repurchase programs. Using for the first time a more recent and accurate data base about the announcements and execution of share repurchase programs in Brazil covering the past years, this study identifies unique characteristics of the Brazilian market, such as a high level of repurchase program announcements without executions. This notorious difference between announcement and execution creates a reputational effect by which companies with a history of past execution present superior abnormal return nearby announcement dates. Besides this reputational effect, it s also presented evidence regarding the positive influence of corporate governance and the existence of a significant relationship between the execution of the share repurchase programs and insider trading.

Frente a un mercado cada vez más competitivo en donde la diferenciación en cuanto al valor percibido del bien o servicio es limitada, se consideró relevante evaluar cómo el programa de beneficios individual ayuda a los supermercados a posicionarse como la primera opción de compra y recompra. El programa de beneficios o programa de lealtad es un conjunto de acciones que generan un beneficio para el usuario con el propósito de cambiar de forma general el comportamiento deseado de los clientes y reunir los datos para acciones futuras, estas pueden ser descuentos, cupones, kilometraje y puntos de canje. A lo largo de nuestra investigación identificamos que existían dos tipos de programa de beneficios. El primero es el programa de coalición, el cual brinda una serie de beneficios de recompensa asociada a marcas de otros rubros. En segundo lugar, se tiene al programa de beneficios individual, el cual brinda una serie de beneficios de tipo recompensa asociados a los productos y servicios de la marca anfitrión. Para efecto de la investigación se eligió el rubro de supermercado debido a que es un modelo de negocio que brinda todo tipo de productos y no se ve afectado al margen de la situación coyuntural. Referente al tipo de programa, se consideró pertinente la aplicación del programa de beneficios individual, debido a que en nuestro país los supermercados solo aplican este tipo de programa acorde a sus objetivos de venta y posicionamiento. / In the face of an increasingly competitive market where differentiation in terms of the perceived value of the good or service is limited, it was considered relevant to assess how the individual benefit program helps supermarkets position themselves as the first choice of purchase and repurchase. The benefit program or loyalty program is a set of actions that generate a benefit for the user for the purpose of generally changing the desired customer behavior and gathering the data for future actions, these can be discounts, coupons, mileage and redemption points. Throughout our research we identified that there were two types of benefit programs. The first is the coalition program, which provides a range of reward benefits associated with brands in other industries. The second is the individual benefit program, which provides a range of reward benefits associated with the host brand's products and services. For the purpose of the research, the supermarket category was chosen because it is a business model that offers all types of products and is not affected by the economic situation. Regarding the type of program, the application of the individual benefit program was considered relevant, since in our country supermarkets only apply this type of program according to their sales and positioning objectives. / Trabajo de investigación