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Personalização de Produtos no E commerce de Equipamentos Desportivos: Análise do Impacto da Customização na Intenção de Compra Online
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Resumo(s)
O e-commerce de equipamentos desportivos tem sofrido uma profunda transformação com a adoção da customização em massa, um modelo que resgata o consumidor da passividade e o eleva à condição de co-criador. Neste enquadramento, a presente dissertação tem como objetivo central analisar a relação entre customização de produtos desportivos oferecida em plataformas de e-commerce e a intenção de compra dos consumidores.
Para dar resposta a estes objetivos, adotou-se uma abordagem metodológica quantitativa, de caráter duplamente exploratório-descritivo e correlacional. A recolha de dados foi realizada através de um questionário estruturado online, aplicado a uma amostra de consumidores residentes em Portugal, de modo a testar as relações entre as variáveis tecnológicas e transacionais, através do software IBM SPSS Statistics.
Os resultados demonstram que o envolvimento no processo de design cria um forte sentimento de autoria e um forte valor hedónico. Contudo, a conversão e a intenção de compra final são impulsionadas fundamentalmente pela usabilidade da interface e pela capacidade do sistema criar soluções funcionais que melhorem a performance biomecânica. Comprovou-se ainda que ciclos de visualização 3D em tempo real são cruciais para conferir segurança à transação. No entanto, a sobrecarga cognitiva gerada pelo excesso de opções e a perceção de elevado risco financeiro são as principais barreiras à finalização da encomenda. O estudo revela também que a procura por exclusividade é condicionada pela necessidade de manter a tipicalidade e a legitimidade visual da modalidade perante os pares.
Em suma, conclui-se que a customização no e-commerce vai além de uma transação comercial, assumindo-se como um mecanismo de fidelização. O sucesso deste modelo exige um equilíbrio tático entre a oferta de liberdade criativa e a minimização do esforço mental, através de ferramentas digitais intuitivas e sistemas de recomendação que previnam a fadiga de decisão.
Sports equipment e-commerce has undergone a profound transformation with the adoption of mass customization, a model that rescues the consumer from passivity and elevates them to the condition of co-creator. Within this framework, the present dissertation has as its central objective to analyze the relation between customization of sports products offered on e-commerce platforms and the consumers buying intent. To give an answer to these objectives, a quantitative methodology of a exploratory-descriptive and correlational nature was adopted. The data collection was realized through an online questionnaire, applied to a sample of consumers living in Portugal, to test the relations between the technological and transactional variables, through the software IBM SPSS Statistics. The results demonstrate that involvement in the design process creates a strong sense of authorship and a strong hedonic value. However, conversion and final purchase intention are fundamentally driven by the usability of the interface and the system's ability to create functional solutions that improve biomechanical performance. It was also proven that real-time 3D visualization cycles are crucial for conferring security to the transaction. Nevertheless, the cognitive overload generated by an excess of options and the perception of high financial risk are the main barriers to finalizing the order. The study also reveals that the demand for exclusivity is conditioned by the need to maintain the typicality and visual legitimacy of the sport among peers. In short, it is concluded that customization in e-commerce goes beyond a mere commercial transaction, establishing itself as a loyalty mechanism. The success of this model demands a tactical balance between offering creative freedom and minimizing mental effort, through intuitive digital tools and recommendation systems that prevent decision fatigue.
Sports equipment e-commerce has undergone a profound transformation with the adoption of mass customization, a model that rescues the consumer from passivity and elevates them to the condition of co-creator. Within this framework, the present dissertation has as its central objective to analyze the relation between customization of sports products offered on e-commerce platforms and the consumers buying intent. To give an answer to these objectives, a quantitative methodology of a exploratory-descriptive and correlational nature was adopted. The data collection was realized through an online questionnaire, applied to a sample of consumers living in Portugal, to test the relations between the technological and transactional variables, through the software IBM SPSS Statistics. The results demonstrate that involvement in the design process creates a strong sense of authorship and a strong hedonic value. However, conversion and final purchase intention are fundamentally driven by the usability of the interface and the system's ability to create functional solutions that improve biomechanical performance. It was also proven that real-time 3D visualization cycles are crucial for conferring security to the transaction. Nevertheless, the cognitive overload generated by an excess of options and the perception of high financial risk are the main barriers to finalizing the order. The study also reveals that the demand for exclusivity is conditioned by the need to maintain the typicality and visual legitimacy of the sport among peers. In short, it is concluded that customization in e-commerce goes beyond a mere commercial transaction, establishing itself as a loyalty mechanism. The success of this model demands a tactical balance between offering creative freedom and minimizing mental effort, through intuitive digital tools and recommendation systems that prevent decision fatigue.
Descrição
Palavras-chave
Customização em Massa Configuradores Co-Criação Comportamento do Consumidor Mass Customization Toolkits Co-Design Consumers Behavior