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Decompondo O Construto Valores De Consumo Em Três Dimensões Distintas: Um Estudo Com Usuários De Shopping Center Decomposing the Construct Customer Values in Three Different Dimensions: a Study with Shopping Center's Users
| Content Provider | Semantic Scholar |
|---|---|
| Author | Virginia, Mayana Lima, Viégas Neto, Pedro José Steiner Oliveira, Daysa Andrade |
| Copyright Year | 2014 |
| Abstract | O marketing esta alterando seu foco de acao. Se anteriormente era voltado para a distribuicao de valor ao consumidor, atualmente, esta voltado para a criacao de valor para os consumidores. Assim, este estudo teve como objetivo decompor o construto valores de consumo em tres dimensoes distintas (utilitaria, hedonica e social/simbolica) e testa-las por meio de uma pesquisa com usuarios de Shopping Center. A pesquisa pode ser caracterizada como um survey e foi realizada na cidade de Curitiba/PR com 392 consumidores de Shopping Center. Para mensuracao do modelo proposto fez-se o uso da Analise Fatorial Exploratoria (AFE) e da Analise Fatorial Confirmatoria (CFA). Ao conseguir atingir o objetivo proposto, este estudo alem de contribuir com o avanco do estudo do comportamento do consumidor, tambem demonstra que os consumidores nao consomem mais como se fosse apenas uma funcao utilitaria, mas tambem reconhecem o papel hedonico e social/simbolico como motivadores do consumo. DECOMPOSING THE CONSTRUCT CUSTOMER VALUES IN THREE DIFFERENT DIMENSIONS: A STUDY WITH SHOPPING CENTER'S USERS. ABSTRACT Marketing is changing its focus of action. If it was previously targeted for the distribution of consumer value currently is focused on creating value for consumers. Thus, this study aimed to decompose the construct consumption values in three different dimensions (utilitarian, hedonic and social/symbolic) and test them with Shopping Center's consumers. The research can be characterized as a survey and was conducted in the city of Curitiba/PR with 392 Shopping Center's consumers. To measure proposed model was made using the Exploratory Factor Analysis (EFA) and Confirmatory Factor Analysis (CFA). By successfully achieving the stated objective, this study also contributes to the advancement of the study of consumer behavior also demonstrates that consumers do not consume more as just a utilitarian function, but also recognize the hedonic and social/symbolic role as motivators consumption. KEYWORDS: Customer Values, Consumer Behavior, Shopping Center |
| File Format | PDF HTM / HTML |
| Alternate Webpage(s) | http://periodicos.unifacef.com.br/index.php/rea/article/download/802/597 |
| Language | English |
| Access Restriction | Open |
| Content Type | Text |
| Resource Type | Article |
