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Advisor(s)
Abstract(s)
Atualmente, com o crescente uso de dispositivos móveis e a quantidade de
comunicações que recebemos através dos mesmos, torna-se importante que as empresas com
aplicações móveis dedicadas ao comércio saibam a forma certa de atuar e chegar ao
consumidor de forma eficiente. Dessa forma, esta investigação possui como principal
objetivo compreender o que leva o consumidor a interagir com as notificações e de que forma
é que as marcas se adequam, ou não, às atuais preferências do consumidor.
De modo a conseguir atingir os objetivos delineados foi adotada uma metodologia
mista, combinando métodos quantitativos e qualitativos. Para a realização da análise
quantitativa foi distribuído um questionário, onde foi possível obter 204 respostas válidas,
enquanto a nível qualitativo foram realizadas 11 entrevistas. Ambos os instrumentos de
recolha de dados foram elaborados e executados de modo a entender de que forma as
notificações são percebidas pelo consumidor. Ainda a nível qualitativo foram recolhidas e
analisadas, tematicamente, 233 notificações, provenientes de 5 aplicações móveis. Esta
análise foi executada para que se compreendesse qual a estratégia adotada pelas marcas e a
conformidade da mesma às preferências do consumidor.
A investigação permitiu concluir que a pressão temporal, o aspeto visual, a
personalização e a utilização de um tom positivo possuem impacto no consumidor,
conduzindo a uma interação positiva com a marca. Constatou-se ainda que as notificações
podem contribuir para a fidelização dos consumidores, enquanto que uma elevada frequência
de envio de notificações, é considerado pelos consumidores algo negativo, mas que pode
contribuir para que seja criada uma ligação com a marca conduzindo à fidelização. Ao
analisar as notificações enviadas pelas marcas concluiu-se que deveria ser feita uma maior
aposta na utilização de imagens, assim como um maior recurso à personalização e humor.
Currently, with the growing use of mobile devices and the amount of communications we receive through them, it is important that companies with mobile applications dedicated to commerce know the right way to act and reach the consumer efficiently. As such, the main objective of this research is to understand what leads the consumer to interact with the notifications and how the brands adapt, or not, to the current user preferences. In order to achieve the outlined objectives, a mixed methodology was adopted, combining quantitative and qualitative methods. For a quantitative analysis a questionnaire was distributed, with 204 valid answers obtained, while qualitatively, 11 interviews were conducted. Both data collection instruments were designed and executed in order to understand how the notifications are perceived by the consumer. Also at the qualitative level, 233 notifications from 5 mobile applications were collected and analyzed thematically. This analysis was performed in order to understand the strategy adopted by the brands and its conformity with user preferences. This research identified that time pressure, visual aspect, personalization and the use of a positive tone have an impact on the consumer, leading to a positive interaction with the brand. It was also found that notifications can contribute to consumer loyalty. As for the high frequency of sending notifications, consumers say that, while they consider it somewhat negative, they also consider it something that stays in their minds and that can contribute to the creation of a connection with the brand, leading to loyalty. By analyzing the notifications sent by brands we concluded that there should be a greater focus on the use of images, as well as a greater use of personalization and humor.
Currently, with the growing use of mobile devices and the amount of communications we receive through them, it is important that companies with mobile applications dedicated to commerce know the right way to act and reach the consumer efficiently. As such, the main objective of this research is to understand what leads the consumer to interact with the notifications and how the brands adapt, or not, to the current user preferences. In order to achieve the outlined objectives, a mixed methodology was adopted, combining quantitative and qualitative methods. For a quantitative analysis a questionnaire was distributed, with 204 valid answers obtained, while qualitatively, 11 interviews were conducted. Both data collection instruments were designed and executed in order to understand how the notifications are perceived by the consumer. Also at the qualitative level, 233 notifications from 5 mobile applications were collected and analyzed thematically. This analysis was performed in order to understand the strategy adopted by the brands and its conformity with user preferences. This research identified that time pressure, visual aspect, personalization and the use of a positive tone have an impact on the consumer, leading to a positive interaction with the brand. It was also found that notifications can contribute to consumer loyalty. As for the high frequency of sending notifications, consumers say that, while they consider it somewhat negative, they also consider it something that stays in their minds and that can contribute to the creation of a connection with the brand, leading to loyalty. By analyzing the notifications sent by brands we concluded that there should be a greater focus on the use of images, as well as a greater use of personalization and humor.
Description
Keywords
Intenção de compra Notificações móveis Aplicações móveis Mobile marketing Purchase intention Mobile applications Mobile marketing Mobile notifications