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Abstract(s)
O modelo fast fashion assume um papel importante na indústria da moda, ainda que controverso devido a questões relacionadas com a sustentabilidade. Porém, é reconhecido como um modelo de negócio de sucesso já que combina tempos de produção e distribuição muito curtos com produtos com um design trendy e a um preço reduzido, que deixam a moda acessível à maioria dos consumidores.
Esta investigação procura compreender o comportamento do consumidor online em fast fashion nas gerações Y e Z. Em particular, pretende-se compreender quais os fatores que determinam a intenção de compra online em fast fashion em cada grupo geracional.
Para o efeito, fez-se uso de uma abordagem quantitativa com o propósito de desenvolver, com base na revisão de literatura, as hipóteses de investigação. Para testar as hipóteses, recorreu-se a um questionário que foi colocado online, tendo-se obtido 194 respostas válidas. Estas respostas foram depois tratadas através de um software estatístico tendo sido aplicadas diversas técnicas estatísticas univariadas, bivariadas e multivariadas.
Os resultados da investigação revelam que, salvo raras exceções, os fatores associados à compra online não exercem um impacto estatisticamente significativo na intenção de compra online em fast fashion. As exceções estão associadas às variáveis relacionadas com o ambiente fast fashion, tais como a perecibilidade e os preços baixos, que exercem uma influência positiva e significativa na intenção de compra online em fast fashion. Na comparação entre as gerações Y e Z, não foram encontradas muitas diferenças estatisticamente significativas, podendo-se concluir que, apesar de cada coorte geracional possuir características distintas que se refletem no seu comportamento de consumo, são maiores as semelhanças do que as diferenças entre as duas gerações em estudo.
Os resultados deste estudo são importantes uma vez que estas gerações possuem uma grande familiaridade com o mundo digital e representam para as empresas de fast fashion os seus maiores clientes.
The fast fashion model plays an important role in the fashion industry, although controversial due to sustainability issues. However, it’s recognized as a successful business model as it combines very short production and distribution times with trendy and low-priced products that make fashion accessible to most consumers. This research seeks to understand the online consumer behavior in fast fashion in generations Y and Z. In particular, it aims to understand which factors determine the intention to buy fast fashion online in each generational group. For this purpose, a quantitative approach was used and the research hypotheses were outiled based on the literature review. To test the hypotheses, we used a questionnaire that was posted online, and obtained 194 valid responses. These responses were then processed using statistical software and several univariates, bivariate and multivariate statistical techniques were applied. The research results reveal that, with few exceptions, the factors associated with online shopping don’t have a statistically significant impact on the intention to buy fast fashion online. The exceptions are associated with the variables related to the fast fashion environment, such as perishability and low prices, which exert a positive and significant influence on the intention to purchase online in fast fashion. In the comparison between generations Y and Z, not many statistically significant differences were found. Then, it can be concluded that, although each generational cohort has distinct characteristics that are reflected in their consumption behavior, there are more similarities than differences between the two generations under study. The results of this study are important since these generations have a great familiarity with the digital world and represent for fast fashion companies their biggest customers.
The fast fashion model plays an important role in the fashion industry, although controversial due to sustainability issues. However, it’s recognized as a successful business model as it combines very short production and distribution times with trendy and low-priced products that make fashion accessible to most consumers. This research seeks to understand the online consumer behavior in fast fashion in generations Y and Z. In particular, it aims to understand which factors determine the intention to buy fast fashion online in each generational group. For this purpose, a quantitative approach was used and the research hypotheses were outiled based on the literature review. To test the hypotheses, we used a questionnaire that was posted online, and obtained 194 valid responses. These responses were then processed using statistical software and several univariates, bivariate and multivariate statistical techniques were applied. The research results reveal that, with few exceptions, the factors associated with online shopping don’t have a statistically significant impact on the intention to buy fast fashion online. The exceptions are associated with the variables related to the fast fashion environment, such as perishability and low prices, which exert a positive and significant influence on the intention to purchase online in fast fashion. In the comparison between generations Y and Z, not many statistically significant differences were found. Then, it can be concluded that, although each generational cohort has distinct characteristics that are reflected in their consumption behavior, there are more similarities than differences between the two generations under study. The results of this study are important since these generations have a great familiarity with the digital world and represent for fast fashion companies their biggest customers.
Description
Keywords
Modelo fast fashion Comportamento de compra online em fast fashion Geração Y Geração Z Fast Fashion Model Online consumer behavior in fast fashion Generation Y Generation Z