Processo de Influência na Decisão de Compra de Tênis Esportivos por Corredores Frequentes Outros Idiomas

ID:
58327
Periódico:
Resumo:
O objetivo deste estudo é examinar se a decisão de compra por consumidores brasileiros e norte-americanos sofre influência de corredores maratonistas ou de grupo de corrida de forma similar. Para investigar o impacto da figura do endorser de marca ou de grupo de referência na escolha do material esportivo, foram desenvolvidos dois experimentos na plataforma Qualtrics, comparando a decisão de compra de brasileiros e norte-americanos, para verificar se eles são influenciados por dois grupos de referência (maratonistas versus grupo de corrida). O resultado apurado mostrou que os consumidores brasileiros se comportam de maneira diferente dos consumidores norteamericanos quando expostos ao mesmo experimento. Os resultados encontrados podem ajudar as empresas a entenderem melhor o consumidor e, assim, a adotarem diferentes estratégias para atingi-lo de forma mais assertiva.
Citação ABNT:
SILVEIRA, R. Q.; TEIXEIRA, A.; NOSSA, S. N. Processo de Influência na Decisão de Compra de Tênis Esportivos por Corredores Frequentes. Gestão & Conexões, v. 9, n. 2, p. 145-164, 2020.
Citação APA:
Silveira, R. Q., Teixeira, A., & Nossa, S. N. (2020). Processo de Influência na Decisão de Compra de Tênis Esportivos por Corredores Frequentes. Gestão & Conexões, 9(2), 145-164.
DOI:
10.13071/regec.2317-5087.2020.9.2.27260.145-164
Link Permanente:
http://www.spell.org.br/documentos/ver/58327/processo-de-influencia-na-decisao-de-compra-de-tenis-esportivos-por-corredores-frequentes/i/pt-br
Tipo de documento:
Artigo
Idioma:
Português
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