47909

José Sarto Freire Castelo
José Ednilson de Oliveira Cabral

Revista Brasileira de Gestão de Negócios

Objetivo: – O objetivo geral deste artigo é avaliar os atributos determinantes da percepção da qualidade do vestuário pelos usuários de uma rede social e verificar se existem diferenças de avaliação desses determinantes entre os gêneros. Metodologia: – Para atingir o objetivo, foi realizada uma pesquisa com uma amostra de 295 consumidores. Todos os participantes, independentemente do sexo, foram solicitados a acessar o link do site SurveyMonkey e a responder os fatores relacionados à qualidade do vestuário para homens e mulheres. A análise dos dados foi realizada utilizando estatística descritiva e análise de variância (ANOVA). Resultados: – Os principais resultados mostram que 1) a avaliação geral dos consumidores de vestuários sobre a importância de levar em consideração os atributos de qualidade no processo de tomada de decisão na aquisição de vestuário é bastante alta, especialmente para as mulheres em relação à roupa masculina; 2) as mulheres apresentam uma percepção superior aos homens em relação à avaliação dos atributos de qualidade tanto da roupa feminina quanto da roupa masculina; e 3) os consumidores de vestuários, em particular os consumidores de produtos para mulheres, consideram apenas a compra de tais produtos se apresentam, em particular, estilo, qualidade de tecido e preço justo. Contribuições; – Esta pesquisa preenche algumas lacunas teóricas e metodológicas no que diz respeito à ênfase nas diferenças de gênero na avaliação da qualidade do vestuário. Isso está de acordo com as conclusões de pesquisa de qualidade feitas há muito tempo, como Olson & Jacoby’s (1972), que as descobertas são específicas para o tipo de produto e/ou consumidor investigado. Portanto, as generalizações além do produto ou os consumidores examinados são de validade duvidosa.

avaliação, consumidores, Vestuário

CASTELO, J. S. F.; CABRAL, J. E. O. Consumidores em Rede Social: A Percepção da Qualidade do Vestuário por Gênero. Revista Brasileira de Gestão de Negócios, v. 20, n. 1, p. 22-36, 2018.

Castelo, J. S. F., & Cabral, J. E. O. (2018). Consumidores em Rede Social: A Percepção da Qualidade do Vestuário por Gênero. Revista Brasileira de Gestão de Negócios, 20(1), 22-36.

10.7819/rbgn.v20i1.3684

https://www.spell.org.br/documentos/ver/47909/consumidores-em-rede-social--a-percepcao-da-qualidade-do-vestuario-por-genero/i/pt-br

Artigo

Português

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