Crowding, desconto promocional e privacidade do consumidor em restaurantes

Um Estudo Experimental

Autores

  • Leonardo Aureliano-Silva Universidade Anhembi Morumbi
  • Eduardo Eugênio Spers USP/ESALQ
  • Luiz Gonzaga Assumpção Carvalho Universidade Anhembi Morumbi
  • Ana Cláudia Tachibana Hagihara Universidade Anhembi Morumbi

DOI:

https://doi.org/10.18568/ijbmkt.4.2.128

Palavras-chave:

Crowding, Desconto promocional, Privacidade

Resumo

Estudos sobre crowding e descontos promocionais tem sido recorrente na área de varejo, porém, resultados díspares ainda são encontrados. Neste estudo, buscou-se avançar na teoria considerando o nível de privacidade do consumidor em ambiente com aglomeração de pessoas. O objetivo desta pesquisa foi analisar o efeito do crowding e níveis de desconto no comportamento do consumidor com diferentes níveis e necessidade de privacidade. Foram realizados dois experimentos sendo a amostra total composta por 196 consumidores. No primeiro experimento o crowding influenciou positivamente o comportamento do consumidor na intenção de visitar o restaurante. No segundo experimento, o principal achado mostrou que o consumidor com alto nível de necessidade de privacidade apresentou maior intenção de visitar o restaurante quando o ambiente não tem aglomeração de pessoas e o desconto é menor 5% (versus 20%), ou seja, está disposto a obter um desconto menor, porém manter sua privacidade no local.

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Publicado

2019-12-18

Como Citar

Aureliano-Silva, L., Spers, E. E., Carvalho, L. G. A., & Hagihara, A. C. T. (2019). Crowding, desconto promocional e privacidade do consumidor em restaurantes: Um Estudo Experimental. International Journal of Business and Marketing, 4(2), 30–40. https://doi.org/10.18568/ijbmkt.4.2.128

Edição

v. 4 n. 2 (2019): IJBMKT

Seção

Artigos

Licença

Declaro que o presente artigo é original, não tendo sido submetido à publicação, quer em sua totalidade quer em parte, em qualquer outro periódico nacional ou internacional. Declaro, ainda, que, uma vez publicado no International Journal of Business & Marketing (IJBMKT), o mesmo jamais será submetido por mim ou por qualquer um dos demais coautores a qualquer outro periódico. Através deste instrumento, em meu nome e em nome dos demais coautores, porventura existentes, cedo os direitos autorais do referido artigo ao International Journal of Business & Marketing (IJBMKT) e declaro estar ciente de que a não observância deste compromisso submeterá o infrator a sanções e penas previstas na Lei de Proteção de Direitos Autorais (nº 9609, de 19/02/98).