DECOMPONDO O CONSTRUTO VALORES DE CONSUMO EM TRÊS DIMENSÕES DISTINTAS: UM ESTUDO COM USUÁRIOS DE SHOPPING CENTER
Resumo
O marketing está alterando seu foco de ação. Se anteriormente era voltado para a distribuição de valor ao consumidor, atualmente, está voltado para a criação de valor para os consumidores. Assim, este estudo teve como objetivo decompor o construto valores de consumo em três dimensões distintas (utilitária, hedônica e social/simbólica) e testá-las por meio de uma pesquisa com usuários de Shopping Center. A pesquisa pode ser caracterizada como um survey e foi realizada na cidade de Curitiba/PR com 392 consumidores de Shopping Center. Para mensuração do modelo proposto fez-se o uso da Análise Fatorial Exploratória (AFE) e da Análise Fatorial Confirmatória (CFA). Ao conseguir atingir o objetivo proposto, este estudo além de contribuir com o avanço do estudo do comportamento do consumidor, também demonstra que os consumidores não consomem mais como se fosse apenas uma função utilitária, mas também reconhecem o papel hedônico e social/simbólico como motivadores do consumo.
DECOMPOSING THE CONSTRUCT CUSTOMER VALUES IN THREE DIFFERENT DIMENSIONS: A STUDY WITH SHOPPING CENTER'S USERS.
ABSTRACT
Marketing is changing its focus of action. If it was previously targeted for the distribution of consumer value currently is focused on creating value for consumers. Thus, this study aimed to decompose the construct consumption values in three different dimensions (utilitarian, hedonic and social/symbolic) and test them with Shopping Center's consumers. The research can be characterized as a survey and was conducted in the city of Curitiba/PR with 392 Shopping Center's consumers. To measure proposed model was made using the Exploratory Factor Analysis (EFA) and Confirmatory Factor Analysis (CFA). By successfully achieving the stated objective, this study also contributes to the advancement of the study of consumer behavior also demonstrates that consumers do not consume more as just a utilitarian function, but also recognize the hedonic and social/symbolic role as motivators consumption.
KEYWORDS: Customer Values, Consumer Behavior, Shopping Center
DECOMPOSING THE CONSTRUCT CUSTOMER VALUES IN THREE DIFFERENT DIMENSIONS: A STUDY WITH SHOPPING CENTER'S USERS.
ABSTRACT
Marketing is changing its focus of action. If it was previously targeted for the distribution of consumer value currently is focused on creating value for consumers. Thus, this study aimed to decompose the construct consumption values in three different dimensions (utilitarian, hedonic and social/symbolic) and test them with Shopping Center's consumers. The research can be characterized as a survey and was conducted in the city of Curitiba/PR with 392 Shopping Center's consumers. To measure proposed model was made using the Exploratory Factor Analysis (EFA) and Confirmatory Factor Analysis (CFA). By successfully achieving the stated objective, this study also contributes to the advancement of the study of consumer behavior also demonstrates that consumers do not consume more as just a utilitarian function, but also recognize the hedonic and social/symbolic role as motivators consumption.
KEYWORDS: Customer Values, Consumer Behavior, Shopping Center
Este trabalho está licenciado sob uma Licença Creative Commons Attribution 3.0 .