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Authors
Abstract(s)
Face ao elevado aumento do consumo online, as marcas tiveram de se adaptar a esta
tendência, sendo desafiadas diariamente com uma vasta concorrência. Como forma de se
distinguirem e oferecerem experiências de valor aos seus atuais e potenciais clientes, estas
começaram a apostar na integração das estratégias de Marketing Sensorial no canal
online.
Sem dúvida que o Marketing Sensorial acarreta inúmeros desafios no mundo digital,
no entanto, com o aparecimento de tecnologias cada vez mais sofisticadas, a criação de
experiências sensoriais neste canal tem melhorado, tornando-se num aspeto fulcral para
as marcas. Sendo este um tema muito recente, a literatura ainda é bastante escassa,
principalmente, no que concerne à utilização de estímulos táteis em ambientes digitais
por parte das marcas. Posto isto, este estudo nasce para colmatar essa lacuna na literatura,
tendo como principal objetivo compreender a influência do marketing sensorial online na
intenção de compra, especificamente como os estímulos visuais e táteis afetam o
comportamento do consumidor no contexto dos websites.
Esta investigação adotou um método quantitativo utilizando um questionário com
recurso à metodologia de pesquisa experimental “within-subjects”, tendo sido recolhidas
200 respostas. Posteriormente os resultados foram analisados através do Modelo de
Equações Estruturais no software Smart PLS, onde foi possível confirmar que os
estímulos sensoriais visuais e táteis influenciam a intenção de compra dos consumidores
online.
Neste estudo, foram aceites 5 hipóteses. Conclui-se que os estímulos visuais e táteis
afetam a experiência online do consumidor e, por sua vez, impactam a sua inteção de
compra. Neste estudo não foi possível comprovar o impacto do Need For Touch (NFT)
como efeito moderador entre os estímulos táteis e a experiência sensorial online, o que
mostra que estes são importantes para todo o tipo de consumidores.
Por último, um dos dados mais importantes a retirar deste estudo recai sobre o facto
da relação mais forte e que agrega um maior número de variáveis surgir no modelo da
Adidas: o Estímulo Tátil influencia a Experiência Sensorial Online, que por sua vez
exerce impacto na Qualidade Percebida do Produto e, posteriormente influencia a
Intenção de Compra do consumidor. Este resultado demonstra a importância da presença dos estímulos táteis em ambiente digital para melhorar a experiência sensorial dos
utilizadores, ajudar na perceção da qualidade dos produtos e incentivar à compra.
Faced with the high increase in online consumption, brands had to adapt to this digital trend, being challenged daily with vast competition. As a way of distinguishing themselves and offering valuable experiences to their current and potential customers, they began to invest in the integration of Sensory Marketing strategies into the online channel. Without a doubt, Sensory Marketing deals with numerous challenges in the digital world, however, with the emergence of increasingly sophisticated technologies, the creation of sensory experiences in this channel has improved and become a key aspect for brands.As this is a very recent topic, literature is still quite scarce, especially regarding the use of tactile stimuli in digital environments by brands. Therefore, this study was created to fill this gap in the literature, with the main objective of understanding the influence of online sensory marketing on purchase intention, specifically how visual and tactile stimuli affect consumer behavior in the website´s context. This investigation adopted a quantitative method by using a questionnaire with a within-participants experimental design approach, with 200 responses being collected. Then, the results were analyzed using the Structural Equation Modeling in the Smart PLS software, where it was possible to confirm that visual and tactile sensory stimuli influence the purchasing intention of online consumers. In this study, 5 hypotheses were accepted. It is concluded that visual and tactile stimuli affect the consumer's online experience and impact their purchase intention. In this study, it was not possible to prove the impact of Need For Touch (NFT) as a moderating effect between tactile stimuli and the online sensory experience, which shows that these are important for all types of consumers. Finally, one of the most important findings of this study is the fact that the strongest relationship, which brings together a greater number of variables, appears in the Adidas model: Tactile Stimuli influences the Online Sensory Experience, which in turn has an impact on the Perceived Quality of the Product and subsequently influences the consumer's Purchase Intention. This result demonstrates the importance of the presence of tactile stimuli in a digital environment to improve users' sensory experience, help with the perception of product quality and encourage purchases.
Faced with the high increase in online consumption, brands had to adapt to this digital trend, being challenged daily with vast competition. As a way of distinguishing themselves and offering valuable experiences to their current and potential customers, they began to invest in the integration of Sensory Marketing strategies into the online channel. Without a doubt, Sensory Marketing deals with numerous challenges in the digital world, however, with the emergence of increasingly sophisticated technologies, the creation of sensory experiences in this channel has improved and become a key aspect for brands.As this is a very recent topic, literature is still quite scarce, especially regarding the use of tactile stimuli in digital environments by brands. Therefore, this study was created to fill this gap in the literature, with the main objective of understanding the influence of online sensory marketing on purchase intention, specifically how visual and tactile stimuli affect consumer behavior in the website´s context. This investigation adopted a quantitative method by using a questionnaire with a within-participants experimental design approach, with 200 responses being collected. Then, the results were analyzed using the Structural Equation Modeling in the Smart PLS software, where it was possible to confirm that visual and tactile sensory stimuli influence the purchasing intention of online consumers. In this study, 5 hypotheses were accepted. It is concluded that visual and tactile stimuli affect the consumer's online experience and impact their purchase intention. In this study, it was not possible to prove the impact of Need For Touch (NFT) as a moderating effect between tactile stimuli and the online sensory experience, which shows that these are important for all types of consumers. Finally, one of the most important findings of this study is the fact that the strongest relationship, which brings together a greater number of variables, appears in the Adidas model: Tactile Stimuli influences the Online Sensory Experience, which in turn has an impact on the Perceived Quality of the Product and subsequently influences the consumer's Purchase Intention. This result demonstrates the importance of the presence of tactile stimuli in a digital environment to improve users' sensory experience, help with the perception of product quality and encourage purchases.
Description
Keywords
Marketing sensorial online Estímulo visual Estímulo tátil Experiência sensorial online Qualidade percebida do produto Intenção de compra Online sensory marketing Purchase intention Visual stimuli Tactilestimuli Perceived product quality Online sensory experience