Valores de compra: os antecedentes e as relações com os resultados do varejo

Abstract

Motivated by the debate about the influence that the store environment might have on customer s emotional state and by the enormous amount of resources and expenses done by retailers to create satisfied customers, this dissertation proposes a new relationship model. The considered model finds theoretical sustentation in Belk (1975), Donavan, Rossiter, Marcoolyn and Nesdale (1994), Mattila and Wirtz (2001), Pan and Zinkhan (2006) and Jones, Reynold and Arnold (2006) studies. These researchers had suggested that specific elements in store atmosphere decoration, store windows, exposers, illumination, colors, music and scents might influence the consumers emotional states. In fact, a store can provide great stimulation for the five senses smell, taste, hearing, sight and touch. Besides, they had suggested that hedonic and utilitarian shopping values and retail results variables are linked. The model proposes that the environmental characteristics of a store the physical ambient, organization, assortment and attendance influence positively hedonic and utilitarian shopping values. Moreover, the model also considers that they affect positively on satisfaction, word-of-mouth and repurchase intentions. Considering the relations between shopping values and retail results variables, the model also considers that the influence of hedonic shopping value on satisfaction and word-ofmouth is bigger than the influence of utilitarian shopping value. Moreover, the model also proposes that the influence of utilitarian shopping value on repurchase intention is bigger than the influence of hedonic shopping value. The hypotheses originated from theoretical model were tested through a survey. Four hundred interviews were conducted with individuals who had acquired a home appliance, which had cost R$ 500,00 at least, in shops of a retailing chain in São Paulo city, Brazil. In a general way, the consider model wasn t rejected. The study results suggest that, based on the store environmental variables, only the attendance influenced positively hedonic and utilitarian shopping values. The hedonic shopping value influenced positively all retail results variables and the utilitarian shopping value didn t influence the retail results variables. Besides, the hedonic shopping value on satisfaction and word-of-mouth advertising was bigger than the influence of utilitarian shopping value. Finally, utilitarian shopping value on repurchase intention was smaller than the influence of hedonic shopping value. Together the results suggest that hedonic and utilitarian shopping values don t exert an expressive intermediating role between store environmental variables and retail results variables. This work also points out the limitations of the study and indicates ways to be explored about new researches in the customer behavior area.