A INCORPORAÇÃO DO VAREJO OMNICHANNEL PELA GERAÇÃO Y EM COMPARAÇÃO COM VAREJO TRADICIONAL E O VAREJO ONLINE
DOI:
https://doi.org/10.18226/23190639.v9n3.02Palavras-chave:
Omnichannel, Millennials, Varejo, Comportamento de consumoResumo
Este estudo examina a incorporação do varejo omnichannel pela geração Y em comparação com o varejo tradicional e o varejo online e o mecanismo de busca. A relevância é verificada em forma de insights sobre as características dos canais de conveniência, diversão, risco e valor como impulsionadores da incorporação do canal de varejo entre os millennials. Quatro estudos foram conduzidos para examinar os papéis moderadores da categoria de produto e o foco regulatório nas intenções de compra dos Millennials no varejo omnichannel. Os resultados dos estudos 1 e 2 mostram que a geração Y adota o varejo omnichannel em detrimento do varejo físico puro e físico e que a conveniência, o prazer e o valor percebidos determinam a adoção do varejo omnichannel para compras. O estudo 3 mostra que a categoria de produto influencia a preferência dos Millennials pelo varejo omnichannel. Por fim, o Estudo 4 oferece suporte ao papel moderador do foco regulatório da geração Y na determinação de sua escolha de formato de varejo para compras.
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