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A RELAÇÃO ENTRE O COMPORTAMENTO DO CONSUMIDOR E O OMNICHANNEL: UM ESTUDO TEÓRICO SOB A LENTE DA TEORIA DO RISCO PERCEBIDO

Guilherme , Márcio Cardoso Machado , Bianca Costa da Silva , Fabio Jose dos Santos

Recebido
2 abr. 2026
Aceito
2 abr. 2026
Publicado
9 maio 2022
Edição
v. 1, n. 1 (2022), p. 01-22
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Resumo

Este ensaio objetiva relacionar como o comportamento do consumidor influencia na estratégia omnichannel sob a lente da Teoria do Risco Percebido. Para tanto foi realizado um ensaio teórico sobre a relação do comportamento do consumidor e o modelo omnichannel, apoiado pela teoria do risco percebido. O desenvolvimento deste trabalho foi baseado em revisão da literatura e propôs a formação de um modelo conceitual com o levantamento de duas proposições acerca do tema. As suposições indicam que a percepção do risco impacta, negativamente as vendas, e, o comportamento de consumo, sob a ótica do risco percebido podem impactar a estratégia omnichannel. Este estudo por meio da proposição de um modelo conceitual procura contribuir para a literatura de comportamento de consumo e risco percebido bem como sua relação com a estratégia omnichannel, além de fornecer bases para pesquisas empíricas que possibilitem a aplicação da teoria pelas organizações.

Palavras-chaveComportamento do ConsumidorRisco PercebidoOmnichannel
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Recebido em 2 abr. 2026 · aceito em 2 abr. 2026 · publicado em 9 maio 2022 (0 dias da submissão à publicação)
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