Brasileiro gosta de muvuca?impacto da densidade humana no comportamento de compra

Resumo

This study investigated how the changes in human density in stores affect the consumers' perception of crowding and satisfaction. Two experiments were conducted to test how shoppers behave in different levels of store crowding, moderated by the variables: familiarity, acumen towards the store aesthetics, and consumers' income. The moderation tests indicated that while higher familiarity reduces the negative responses to crowding, higher levels of aesthetic acumen have an opposite effect. The results indicated non-significant differences in consumers' responses between the low and medium stores human density levels, but showed a substantial increase of negative responses between the medium and high density level. The results indicated non-significant differences between lower and upper income responses. This paper brings not only managerial suggestions, but offers a significant contribution to a better understanding and integration of conceptual frameworks about the crowding phenomenon, and suggests many avenues for further investigation.

Ficha do documento

Tipo

Artigo científico

Ano

2012

Instituição

Fundação Getulio Vargas, Escola de Administração de Empresas de S.Paulo

Fonte

Repositório da FGV

Idioma

Português

Acesso

Acesso aberto

DOI

10.1590/S0034-75902012000600004

Identificador

oai:repositorio.fgv.br:10438/21062

Palavras-chave

Retail human densityCrowdingIncomeFamiliarityAesthetic acumenDensidade humana no varejoRendaFamiliaridadePerspicácia estéticaDensidad humana en el comercio minoristaRentaFamiliaridadAdministração de empresasFamíliaEstéticaComportamento do consumidor