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Authors
Abstract(s)
O e-commerce tem crescido exponencialmente ao longo dos últimos anos e tem
conquistado cada vez mais utilizadores. A presente dissertação de mestrado estuda a
relação existente entre o estímulo dos cinco sentidos e a satisfação do consumidor num
e-commerce, uma vez que e é imperativo criar no online uma experiência que seja tão
única, dinâmica e emocionalmente gratificante como uma experiência offline. Isto é não
só uma melhoria para o consumidor mas também uma vantagem diferencial relativamente
à concorrência.
A investigação foi conduzida por meia de um estudo exploratório e visava
perceber a existência de uma relação entre o marketing sensorial e a satisfação do
consumidor num e-commerce através do estudo das respostas eletrodérmicas da pele
realizado em laboratório na Escola Superior de Saúde do Politécnico do Porto. Os
estímulos aconteceram através de imagem, vídeo, texto e som em websites previamente
selecionados e, o pretendido era a associação de imagem ou texto ao sentido do tato,
paladar e olfato. Neste estudo participaram 18 voluntários, 9 homem e 9 mulheres.
A principal conclusão do estudo foi que existem, de facto, respostas a estímulos
sensoriais num website e-commerce, no entanto, não foi possível comprovar que todos os
estímulos influenciam positivamente a satisfação do consumidor durante a experiência
online. Existe uma relação entre o estímulo da visão e o estímulo da audição e a satisfação
do consumidor mas o mesmo não se verificou relativamente aos restantes sentidos.
E-commerce has grown exponentially over the last few years and has won more and more users. This Master’s thesis studies the relationship between the stimulation of the five senses and consumer satisfaction in e-commerce, since it is imperative to create unique, dynamic and emotionally rewarding online experiences compared to offline experiences. This is not only an improvement for the consumer but also a differential advantage over competition. This exploratory study aimed to understand the relationship between sensory marketing and consumer satisfaction in e-commerce through the study of skin electrodermal responses. The experiments were conducted in a laboratory at the Escola Superior de Saúde do Instituto Politécnico do Porto. The stimuli was delivered in the form of image, video, text and sound in previously selected websites. Such stimuli was intended to relate to the senses of touch, taste and smell. The study included 18 volunteers, 9 males and 9 females. The results showed that there are indeed responses to sensory stimuli on an ecommerce website, however, it was not possible to prove that all stimuli positively influence consumer satisfaction during the online experience. There is an association between the stimulus of sight and the stimulus of hearing and consumer satisfaction, but the same is not true of the other senses tested.
E-commerce has grown exponentially over the last few years and has won more and more users. This Master’s thesis studies the relationship between the stimulation of the five senses and consumer satisfaction in e-commerce, since it is imperative to create unique, dynamic and emotionally rewarding online experiences compared to offline experiences. This is not only an improvement for the consumer but also a differential advantage over competition. This exploratory study aimed to understand the relationship between sensory marketing and consumer satisfaction in e-commerce through the study of skin electrodermal responses. The experiments were conducted in a laboratory at the Escola Superior de Saúde do Instituto Politécnico do Porto. The stimuli was delivered in the form of image, video, text and sound in previously selected websites. Such stimuli was intended to relate to the senses of touch, taste and smell. The study included 18 volunteers, 9 males and 9 females. The results showed that there are indeed responses to sensory stimuli on an ecommerce website, however, it was not possible to prove that all stimuli positively influence consumer satisfaction during the online experience. There is an association between the stimulus of sight and the stimulus of hearing and consumer satisfaction, but the same is not true of the other senses tested.
Description
Keywords
E-Commerce Marketing sensorial Cinco sentidos Satisfação do consumidor Five senses Consumer satisfaction E-Commerce