A experiência do consumidor na loja física modificada pela desmaterialização do consumouma análise em livraria

Resumo

The current retail model has been challenged by the new technologies that provide a synergy between the physical and the virtual purchase channels, enabling new routes for the shopping journey. Confronted by the dematerialization of consumption, the physical store has lost its traditional function, as point of sales, and is being consolidated as a place of experience. To investigate the role played by the physical store in the consumer experience in this scenario of dematerialization of consumption, this study focuses on the physical space and its meanings, examining the same phenomenon from three different approaches of the space studies: Interconnection, space of flows and networks; Domination and resistance, space as the crystallization of social struggles; and Place, space with meaning and the place of experience. Because bookstores are among the retail systems most impacted by the dematerialization of consumption, the book system was chosen as the context of the study, supported by the store of Livraria Cultura located at Conjunto Nacional in Avenida Paulista to data collection. As theoretical contribution, this study identifies similarities between the space of the store and the space of the city concerning questions of belonging and the value of the access, and brings a new understanding on the consumer experience into the bookstore. Stablishing the importance of the personal characteristics on consumer experience, the study defines a consumer typology. The study also identifies the meanings that emerge from the physical bookstore and defines four types of experiences lived into the bookstore: Place of Purchase, Home Refuge, Magic Portal and Gold Mining. As managerial contribution, this study suggests bookstore business models that, as the dematerialization of the consumption gets stronger, will be adequate for each consumer type.

Ficha do documento

Tipo

Dissertação

Ano

2019

Instituição

Fundação Getulio Vargas

Fonte

Repositório da FGV

Idioma

Português

Acesso

Acesso aberto

Identificador

oai:repositorio.fgv.br:10438/27213

Palavras-chave

Consumer experienceRetailSpaceBookstoreDesmaterialização do consumoExperiência do consumidorVarejoEspaçoLivrariaDematerialization of consumptionAdministração de empresasLivreiros e livrariasComércio varejistaComportamento do consumidorMarketing de serviços