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O mobile marketing envolve a comunicação e a promoção de uma oferta bi- ou
multidirecional entre uma marca e seus clientes (Shankar, Venkatesh, Hofacker, & Naik,
2010) centrando-se nas mais avançadas tecnologias, as quais continuarão a evoluir ao longo
do tempo (Pantano & Priporas, 2016).
Neste contexto, os dispositivos e as aplicações móveis oferecem mais do que apenas a
oportunidade de explorar um novo canal para chegar aos clientes (Ström, Vendel, &
Bredican, 2014). Emerge, assim, como área promissora, o comportamento dos consumidores
mobile, sendo necessário perceber melhor como estes estão a responder a este novo cenário
de mobile shopping (Eastman, Iyer, & Thomas, 2013).
Neste sentido, constituiu objetivo deste estudo, descrever o tipo de “mobile device
behaviour” que os consumidores apresentam quando estão numa loja física. Tratou-se de um
estudo exploratório, quantitativo, com recurso ao questionário eletrónico, que envolveu 263
sujeitos. Para a análise dos dados recorreu-se ao SPSS e análise de conteúdo.
Os resultados apontam para um consumidor maioritariamente do sexo feminino, entre os 18
e os 24 anos, licenciada, que estuda. Compra, preferencialmente, vestuário e faz, no seu
dispositivo fixo, compras entre 2 a 3 vezes por ano, sendo que no seu dispositivo móvel
nunca as fez. Quando compra em loja física, uma vez por semana, utiliza o seu dispositivo
móvel, a App da loja e gosta de tirar fotografias aos produtos para pedir opinião aos amigos.
Aproveita o Wi-fi da loja para navegar nas redes sociais publicando fotos com os produtos.
Verifica as avaliações ao produto e faz scan ao código para comprar na loja on-line da marca.
Tendo como ponto de partida este “mobile device behaviour”, foi possível fazer sugestões
que criam a possibilidade dos retalhistas proporcionarem uma experiência mais satisfatória
aos consumidores.
Mobile marketing involves two- or multi-way promotion and communication of an offer between a brand and its customers (Shankar, Venkatesh, Hofacker, & Naik, 2010) focusing on the most advanced technologies, which keep evolving over time (Pantano & Priporas, 2016). In this context, device and mobile applications offer more than just the opportunity to explore a new channel to reach customers (Ström, Vendel, & Bredican, 2014). Emerge, as well as a promising area, the mobile consumer’s behavior, requires a better understanding of how they are responding to this new mobile shopping scenario (Eastman, Iyer, & Thomas, 2013). In this sense, this study aims to describe the type of "mobile device behavior" that consumers have when they are In-store. It is an exploratory and quantitative study, with the use of an electronic questionnaire and involved 263 subjects. The data analysis was done using the SPSS and content analysis. The results showed a consumer mostly female, between 18 and 24 years, licensed, still studying. Purchase, preferably clothing and in their fixed device purchases between 2-3 times a year, but in the mobile device never done. When shopping In-store, once a week, they use the mobile device, the App store and enjoy to take pictures of products to ask friend’s opinions. Take advantage of the store Wi-fi to browse social networks and publishing photos with the products. Check product evaluations and scan the code to buy in the brand on-line store. Starting from this "mobile device behavior," it was possible to make suggestions which create the possibility of retailers deliver more satisfying experiences to consumers.
Mobile marketing involves two- or multi-way promotion and communication of an offer between a brand and its customers (Shankar, Venkatesh, Hofacker, & Naik, 2010) focusing on the most advanced technologies, which keep evolving over time (Pantano & Priporas, 2016). In this context, device and mobile applications offer more than just the opportunity to explore a new channel to reach customers (Ström, Vendel, & Bredican, 2014). Emerge, as well as a promising area, the mobile consumer’s behavior, requires a better understanding of how they are responding to this new mobile shopping scenario (Eastman, Iyer, & Thomas, 2013). In this sense, this study aims to describe the type of "mobile device behavior" that consumers have when they are In-store. It is an exploratory and quantitative study, with the use of an electronic questionnaire and involved 263 subjects. The data analysis was done using the SPSS and content analysis. The results showed a consumer mostly female, between 18 and 24 years, licensed, still studying. Purchase, preferably clothing and in their fixed device purchases between 2-3 times a year, but in the mobile device never done. When shopping In-store, once a week, they use the mobile device, the App store and enjoy to take pictures of products to ask friend’s opinions. Take advantage of the store Wi-fi to browse social networks and publishing photos with the products. Check product evaluations and scan the code to buy in the brand on-line store. Starting from this "mobile device behavior," it was possible to make suggestions which create the possibility of retailers deliver more satisfying experiences to consumers.
Descrição
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Palavras-chave
Mobile marketing Mobile shopping In-store mobile device behaviour Consumidores Retalhistas Retailers Consumers