A RELAÇÃO ENTRE O COMPORTAMENTO DO CONSUMIDOR E O OMNICHANNEL: UM ESTUDO TEÓRICO SOB A LENTE DA TEORIA DO RISCO PERCEBIDO
DOI:
https://doi.org/10.2026/hhe3yj43Palavras-chave:
Comportamento do Consumidor, Risco Percebido, OmnichannelResumo
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.
Referências
ALLEN, M.W. A dual-process model of the influence of human values on consumer choice. Revista Psicologia: Organização e Trabalho. Vol. 06,1. Brasília, 2006.
ARNDT, J. Paradigms in consumer research: A review of perspectives and approaches. In: European Journal of Marketing, 20, 23-40, 1986.
BARDWELL, John Lewis: Multichannel shoppers spend 3.5 times more - IDC Community. IDC Retail Insights. Retrieved from https://idc-community.com/retail/ retailomnichannelstrategies/john-lewis-multichannelshoppers-spend-35-times-mo, 2012.
BATTALIO, R. C., KAGEL, J. H., WINKLER, R. C., FISHER, E., Jr., Basmann, R. L., & KRASNER, L. An experimental investigation of consumer behavior in a controlled environment. In: Journal of Consumer Research, 1, 52-60, 1974.
BAUER, R. A. Consumer Behavior as Risk Taking. In: HANCOCK, R. S. (ed.), Dynamic Marketing for a Changing World, Proceedings of the 43rd Conference of the American Marketing Association, pp. 389-398, 1960.
BETTMAN, James. R. Perceived Risk and Its Components: A Model and Empirical Test. In: Journal of Marketing Research, May, 1973, Vol. 10, No. 2, May, pp. 184- 190, 1973.
BLACKWELL, R.D., MINIARD, P.W & ENGEL, J.F. Comportamento do Consumidor. 8ª ed. Traduzido por Cristina Ávila de Menezes. Rio de Janeiro: Editora LTC, 2008.
BLOCH, P. H.; RICHINS, M. L. A Theorical Model for the Study of Product Importance Perceptions, In: Journal of Marketing, 47, 3, 69-81, 1983.
BORCH, Karl. The Theory of Risk. In: Journal of the Royal Statistical Society. Series B (Methodological), 1967, Vol. 29, No. 3, pp. 432-467, 1967.
BRAY, J. P. Consumer Behaviour Theory: Approaches and Models. IN: Bournemouth University Research Online, 2008.
CHOPRA, Sunil. The Evolution of Omni-Channel Retailing and its Impact on Supply Chains. In: Transportation Research Procedia, Volume 30, Pages 4-13, 2018. ISSN 2352-1465, https://doi.org/10.1016/j.trpro.2018.09.002.
DHOLAKIA U. M. A motivational Process Model of Product Involvement and Consumer Risk Perception, In: European Journal of Marketing, 35, 11/12, 1340-1360, 2001.
DHOLAKIA, Utpal M. An Investigation of the Relationship Between Perceived Risk and Product Involvement, In NA - Advances in Consumer Research, Volume 24, eds. pages, 159-167, 1997.
DICLEMENTE, D.F.; HANTULA, D. A. Applied behavioral economics and consumer choice. Journal of Economic Psychology, 24 (5), 589-602, 2003.
DOWLING, G.R. and STAELIN, R. A model of perceived risk and intended risk-handling activity. In: Journal of Consumer Research. Vol21, p. 119-34, 1994.
ENGEL, J.F.; KOLLAT, D.T.; BLACWELL, R.D. Consumer behavior. (2nd ed.) New York: Holt. Rinehart. Winston. 1973.
FISHBURN, Peter C. Utility Theory for Decision Making. New York, January 15, 1970. GIGERENZER, G., & GOLDSTEIN, DG (1996). Raciocinando da maneira rápida e frugal: Modelos de racionalidade limitada. In: Revisão Psicológica, 103, 650-669, 1996.
GÖK, A. How Does Omnichannel Transform Consumer Behavior?", Dirsehan, T. (Ed.) Managing Customer Experiences in an Omnichannel World: Melody of Online and Offline Environments in the Customer Journey, In; Emerald Publishing Limited, Bingley, pp. 27-42. 2020.
GONTIJO, Bruno. O omnichannel e a pandemia do coronavírus. In e-commerce. 2020.
GRONHAUG, Kjell; STONE, Robert N. Why Perceived Risk Failed to Achieve Middle Range Theory Status: a Retrospective Research Note. In: E - European Advances in Consumer Research, Volume 2, eds. Flemming Hansen, Provo, UT: Association for Consumer Research, Pages: 412-417, 1995.
HAWKINS, D., & MOTHERSBAUGH, D. Consumer behavior: Building marketing strategy. New York, NY: McGraw-Hill, 2009.
HOWARD, J., & SHETH, J. N. The theory of buyer behavior. New York, NY: John Wiley, 1968.
HWANG, Jinsso; CHOE, Já Young. How to enhance the image of edible insect restaurants: Focusing on perceived risk theory. In: International Journal of Hospitality Management, 2020.
JIA, Jianmin; DYER, James, BUTLER, John. Measures of Perceived Risk. In: Management Science. 45. 10.1287/mnsc.45.4.519, 2000.
JUANEDA-AYENSA Emma; MOSQUERA, Ana; SIERRA MURILLO Yolanda. Omnichannel Customer Behavior: Key Drivers of Technology Acceptance and Use and Their Effects on Purchase Intention. In: Frontiers in Psychology,
vol. 7, 2016. DOI=10.3389/fpsyg.2016.01117.
JUANEDA-AYENSA, Emma; MOSQUERA Ana; SIERRA MURILLO, Yolanda. Omnichannel Customer Behavior: Key Drivers of Technology Acceptance and Use and Their Effects on Purchase Intention. In: Frontiers in Psychology, vol 7, 2016.
KALANTARI, B. (2010), Herbert A. Simon on making decisions: enduring insights and bounded rationality. In: Journal of Management History, Vol. 16 No. 4, pp. 509-520. https://doi.org/10.1108/17511341011073988.
KAPLAN, L.B.; SZYBILLO, G.J.; JACOBY, J. Components of perceived risk in product purchase: A cross-validation. J. Appl. Psychol, 59, 287–291, 1974.
KASPERSON, RE, RENN, O., SLOVIC, P., BROWN, HS, Emel, J., GOBLE, R., KASPERSON, JX, & RATICK, S. A amplificação social do risco: uma estrutura conceitual. In: Análise de Risco, 8, 177-188, 1988.
KASSARJIAN, Harold H. The Development of Consumer Behavior Theory. In: NA -Advances in Consumer Research, Volume 09, eds. Andrew Mitchell, Ann Abor, MI: Association for Consumer Research, Pages: 20-22, 1982.
KAUFMANN, Arnold. A Ciência da Tomada de Decisão: uma introdução à praxiologia. Rio de Janeiro: Zahar Editores, 1981.
KLIMCZAK, Karol Marek. Risk Management Theory: A comprehensive empirical assessment IN: MPRA Paper No. 4241, posted 24 Jul 2007.
KOTLER, P.; KELLER, K. L. Administração de marketing. 12. ed. São Paulo: Pearson Prentice Hall, 2006.
LUNDBERG, E.F.O. Zur Theorie der Rückeversicherung. Trad. Int. Congr. Act. Vienna,
1909. Disponível em: https://encyclopediaofmath.org/images/6/66/ErnestFilipOskarLUNDBERG.pdf .
MACINNIS, D. J., & E FOLKES, V. S. The disciplinary status of consumer behavior: A sociology of science perspective on key controversies. In: Journal of Consumer Research, 36, 899-914, 2010.
MISHRA, R; SINGH, RK; KOLES, B. Consumer decision‐making in omnichannel retailing: Literature review and future research agenda. In: Int J Consum Stud. 2021; 45: 147– 174. https://doi.org/10.1111/ijcs.12617.
MITCHELL, V-W. Consumer perceived risk: conceptualisations and models. In: European Journal of Marketing, Vol. 33 No. 1/2, 1999, p. 163-195.
MITCHELL, V-W. Understanding Consumers’ Behaviour: Can Perceived Risk Theory Help?", In: Management Decision, 1992, Vol. 30 Iss 3 pp.
MOHAMMADI, Anahita Malek; MOHAMED, Badaruddin. Applying Consumer Beahviour theory and grand models to attendees behaviour in coference industry. In: International Conference on Tourism & Management Studies. Algrave, 151, 2011.
MONGIN, Philippe. Expected utility theory. In: Handbook of Economic Methodology. 342-350, 1997.
MOUTINHO, Karina; ROAZZI, Antônio. As teorias da ação racional e da ação planejada: relações entre intenções e comportamentos. In: Aval. psicol., Porto Alegre, v. 9, n. 2, p. 279-287, ago. 2010.
MURRAY, J. B.; OZZANE, J. L. The Critical Imagination: Emancipatory Interests in Consumer Research. In: Journal of Consumer Research, v. 18, n. 2, p. 129-144, Sept. 1990.
NYGREN, Thomas E. The Relationship Between the Perceived Risk and Attractiveness of Gambles: A Multidimensional Analysis. In: Applied Psychological Measurement, 1977, vol. 1, n14.
OLSHAVSKY, Richard W.; GRANBOIS, Donald H. Consumer Decision Making—Fact or Fiction? In: Journal of Consumer Research, Volume 6, Issue 2, September 1979, Pages 93– 100, https://doi.org/10.1086/208753.
PEIGHAMBARI, K; SATTARI, S; KORDESTANI, A; OGHAZI, P. Consumer Behavior Research: A Synthesis of the Recent Literature. In: SAGE Open. April 2016. doi:10.1177/2158244016645638.
PELTOLA, S., VAINIO, H., & NIEMINEN, M. (2015, August). Key factors in developing omnichannel customer experience with finish retailers. In: International Conference on HCI, 2015.
QUIVY, Raymond; CAMPENHOUDT Luc Van. Manual de Investigação em Ciências Sociais: trajectos. 2 ed. São Paulo: Gradativa, 1998. p, 123. Tradução de João Marques, Maria Mendes e Maria Carvalho.
RENN, O.; BURNS, WJ; KASPERSON, JX; KASPERSON, RE, & SLOVIC, P. A amplificação social do risco: Fundamentos teóricos e aplicações empíricas. In: Journal of Social Issues, 48, 137-160, 1992.
RICHARME, Michael. Consumer Decision-Making Models, Strategies, and Theories, Oh My! In: Arlington, TX. Decision Analyst, 2005.
RIGBY, D. The future of shopping. In: Harvard Business Review, 89, 65–76, 2011.
RIPPÉ, C. B., Weisfeld-Spolter, S., Yurova, Y., and Sussan, F. (2015). Is there a global multichannel consumer? Int. Mark. Rev. 32, 329–349. doi: 10.1108/IMR-10-2013-0225 RIZZO, Eileen. The Evolution of Omnichannel Retail. In: Forbes Technology Council. Oct 4, 2019.
ROSS, Ivan. "Perceived Risk and Consumer Behavior: a Critical Review", In: NA - Advances in Consumer Research, Volume 02, 1-20, 1975.
RUBINSTEIN, Ariel; NEUMANN, John Von; MORGENSTERN, Oskar. Theory of Games and Economic Behavior. Princeton, NJ. Princeton University Press, 1953.
SANTOS, Diego da Rosa dos. The consumer behavior under the perspective of Vroom’s Expectancy theory. In: ScientiaTec - Revista de Educação, Ciência e Tecnologia do IFRS, v. 7 n. 4, p: 85-99, dezembro, 2020.
SEKHON, Harjit; YALLEY, Andrews Agya; ROY, Sanjit Kumar e SHERGILL, Gurvinder Singh. A cross-country study of service productivity. In: The Service Industries Journal, Volume 36, 2016 - Issue 5-6, Published Online: 19 Apr 2016.
SHI, Gonglong; WANG, Qian. The Application of Utility Theory in the Making-decision of Marketing Risk Management. In: IAFSM - International Academic Conference on Frontiers in Social Sciences and Management Innovation, volume 62, 2018. https://doi.org/10.2991/iafsm-18.2019.46.
SIMON, Herbert A. Theories of Decision-Making in Economics and Behavioral Science. In: The American Economic Review, Vol. 49, No. 3, 1959.
SITKIN, S. B.; PABLO, A. L. Reconceptualizing the determinants of risk behavior. In: The Academy of Management Review, v. 17, n. 1, p. 9-39, jan. 1992.
SLOVIC, Paul. The relative influence of probabilities and payoffs upon perceived risk of a gamble. In: Psychon. Sci., 1967, Vol. 9 (4).
SOLOMAO, M. R. Consumer behavior: Buying, having, and being (10th ed.). Essex, England: Pearson Education, 2013.
Downloads
Publicado
Declaração de Disponibilidade de Dados
Os dados serão disponibilizados caso necessário
Edição
Seção
Licença
Direitos autorais (c) 2022 Zoom Business Review
Este trabalho está licenciado sob uma licença Creative Commons Attribution-NonCommercial 4.0 International License.
Os artigos publicados na Revista Científica Zoom Business Review (ZBR) são disponibilizados em regime de acesso aberto, sob a licença Creative Commons Atribuição-NãoComercial-CompartilhaIgual (CC BY-NC-SA).
Essa licença permite que terceiros compartilhem (copiem e redistribuam) e adaptem (remixem, transformem e criem a partir) o conteúdo publicado, desde que sejam respeitadas as seguintes condições:
- Seja atribuído o devido crédito aos autores e à revista, com a indicação da fonte original de publicação;
- O uso do material não seja realizado para fins comerciais;
- Quaisquer obras derivadas sejam distribuídas sob a mesma licença que o original.
Os autores mantêm os direitos autorais de seus trabalhos, concedendo à revista o direito de primeira publicação. Após a publicação, os autores são encorajados a disponibilizar seus artigos em repositórios institucionais, páginas pessoais ou redes acadêmicas, desde que mencionada a publicação original na ZBR.
A revista não se responsabiliza pelo uso indevido do conteúdo por terceiros, cabendo ao usuário respeitar os termos da licença e a legislação vigente sobre direitos autorais.
Ao submeter e publicar um manuscrito, os autores declaram estar cientes e de acordo com os termos desta licença.
