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Previous issue date: 2016-05-30 / High density is a common issue faced in retailing?s daily routine. The perception of this density at a level that starts causing feelings of discomfort is called perception of crowding. This is characterized by occur when space demanded by the individual is greater than the space that is available to him. When the person reaches this point, realizing crowding, he has a number of unpleasant sensations in psychological, cognitive and even physiological terms. This experience can make the consumer leave the store, not returning and produce negative word-of-mouth. This research sought to address the concepts and empirical applications of this phenomenon and relate it to another variable that also resonates in consumer universe: buying motivation. In order to find out if there is an interaction between these two variables, two experimental studies were conducted, with perceived quality and purchase intention as dependent variables. The first study confirmed the main effect, showing the tendency that the higher the crowding perception, less quality of the store will be perceived and less purchase intention the consumers will show. In the second study, the interaction between crowding and type of motivation, hedonic or utilitarian, was tested. The results showed that buying motivation acts like a moderator in the relationship between crowding perception and purchase intention, but not between perceived crowding and perceived quality. Although interaction occurs for purchase intention, this result also didn?t behave as expected: in the presence of low crowding perception, subjects with utilitarian motivation had higher purchase intention than consumers with hedonic motivation. Reflections on the concept and forms of manipulation and measurement of the involved variables are made, as well as deliberations and final considerations regarding the results and hypotheses confirmed or refuted. Lastly, we highlighted some limitations of the studies and identified opportunities for future research. / A alta densidade de clientes ? um problema comum enfrentado no dia a dia do varejo. A percep??o dessa densidade em um n?vel que passa a causar sensa??es de desconforto chama-se percep??o de crowding. Esta se caracteriza por ocorrer quando o espa?o demandado pelo indiv?duo ? maior que o espa?o que este de fato disp?e. Quando o sujeito chega a este ponto, percebendo crowding, ele tem uma s?rie de sensa??es desagrad?veis psicol?gicas, cognitivas e at? mesmo fisiol?gicas. Esta experi?ncia pode fazer com que o consumidor abandone a loja, n?o retorne e produza boca-a-boca negativo a respeito da mesma. Esta pesquisa procurou abordar as conceitua??es e aplica??es emp?ricas deste fen?meno, bem como relacion?-lo com outra vari?vel que tamb?m ressoa no universo de consumo: a motiva??o de compra. Com o intuito de descobrir se existe uma intera??o entre essas duas vari?veis, foram realizados dois estudos experimentais, tendo como vari?veis dependentes, a qualidade percebida e a inten??o de compra. O primeiro estudo confirmou o efeito principal, demonstrando a tend?ncia de que quanto maior for a percep??o de crowding menor ser? a qualidade percebida da loja e a inten??o de compra do consumidor. No segundo estudo, testou-se a intera??o entre o crowding e o tipo de motiva??o, hed?nica ou utilit?ria. Os resultados demonstraram que existe uma modera??o da motiva??o de compra na rela??o entre a percep??o de crowding e a inten??o de compra, mas n?o entre a percep??o de crowding e a qualidade percebida. Apesar de ocorrer intera??o no caso da inten??o de compra, este resultado tamb?m n?o se comportou conforme o esperado: na presen?a da baixa percep??o de crowding, os sujeitos com motiva??o utilit?ria tiveram maior inten??o de compra do que os consumidores motivados hedonicamente. Reflex?es sobre o conceito e a forma de manipula??o e mensura??o das vari?veis envolvidas, s?o feitas, bem como, pondera??es e considera??es finais a respeito dos resultados e das hip?teses confirmadas ou refutadas. Ao final, s?o destacadas algumas limita??es dos estudos realizados e s?o apontadas oportunidades de pesquisa futuras.
| Identifer | oai:union.ndltd.org:IBICT/oai:tede2.pucrs.br:tede/6948 |
| Date | 30 May 2016 |
| Creators | Dreger, Amanda Rolim |
| Contributors | Espartel, L?lis Balestrin |
| Publisher | Pontif?cia Universidade Cat?lica do Rio Grande do Sul, Programa de P?s-Gradua??o em Administra??o e Neg?cios, PUCRS, Brasil, Faculdade de Administra??o, Contabilidade e Economia |
| Source Sets | IBICT Brazilian ETDs |
| Language | Portuguese |
| Detected Language | English |
| Type | info:eu-repo/semantics/publishedVersion, info:eu-repo/semantics/masterThesis |
| Format | application/pdf |
| Source | reponame:Biblioteca Digital de Teses e Dissertações da PUC_RS, instname:Pontifícia Universidade Católica do Rio Grande do Sul, instacron:PUC_RS |
| Rights | info:eu-repo/semantics/openAccess |
| Relation | 3244129067093836374, 600, 600, 600, 4410494103952189146, 8024035432632778221 |
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