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Advisor(s)
Abstract(s)
O presente trabalho abordará o emprego dos apelos sensoriais tácteis e visuais no processo
de compras, priorizando a perspetiva do comércio online de vestuário, a fim de identificar
sucessos e falhas na relação produto x consumidor x marca. Em evidência estão os aspetos
que causam insegurança no consumidor e contribuem para diminuir a perceção de valor
dos produtos de moda no contexto do e-commerce, acompanhados de potenciais
mecanismos de otimização do uso de tais estímulos sensoriais. Para se determinar
estratégias de aperfeiçoamento da experiência online e soluções de possíveis impasses no
comércio digital de moda, metodologicamente, foi realizado um estudo exploratório
contemplando conceitos teóricos do marketing sensorial, com enfoque nos sentidos do
tato e da visão, seguido da análise crítica de uma série de entrevistas com consumidores
do e-commerce de moda. Os resultados das entrevistas possibilitaram maior compreensão
dos medos e anseios dos consumidores de moda online e demonstraram alternativas
visuais que podem auxiliar a percepção de risco e valor no contexto do e-commerce.
ABSTRACT: The present work will address the use of tactile and visual sensory stimuli in the shopping process, prioritizing the online clothing commerce perspective, in order to identify success and fails in the product x consumer x brand relation, highlighting aspects that cause insecurity to the consumer and contribute in reducing the perception of value of fashion products in the context of e-commerce and yet looking for propose potentials mechanisms of optimization of such synaesthesis stimulus use. In order to determine those strategies to improve the online experience and overcome possible impasses in the digital fashion commerce, methodologically will be carried out an exploratory study contemplating theoretical concepts of sensory marketing on touch and vision, followed by the critical analyses of a series of interviews with consumers of the e-commerce of fashion.
ABSTRACT: The present work will address the use of tactile and visual sensory stimuli in the shopping process, prioritizing the online clothing commerce perspective, in order to identify success and fails in the product x consumer x brand relation, highlighting aspects that cause insecurity to the consumer and contribute in reducing the perception of value of fashion products in the context of e-commerce and yet looking for propose potentials mechanisms of optimization of such synaesthesis stimulus use. In order to determine those strategies to improve the online experience and overcome possible impasses in the digital fashion commerce, methodologically will be carried out an exploratory study contemplating theoretical concepts of sensory marketing on touch and vision, followed by the critical analyses of a series of interviews with consumers of the e-commerce of fashion.
Description
Keywords
Marketing Sensorial Social e-commerce E-commerce de moda Tato Visão