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Advisor(s)
Abstract(s)
A presente investigação tem como principal objetivo contribuir para o conhecimento da
dinâmica website versus aplicação móvel no que diz respeito aos motivos e
comportamentos de visita e compra em ambas as plataformas e do valor acrescentado que
estas proporcionam aos consumidores e às marcas, aspetos que se encontram
subinvestigados na literatura
No âmbito desta investigação, desenvolvemos um questionário focado na área de fast
fashion, nomeadamente da marca Mango. A partir da amostra de 130 inquiridos que
compram online roupa e acessórios da Mango, pudemos contribuir com novos inputs, que
nos permitiram comparar os comportamentos e os motivos dos utilizadores de ambas as
ferramentas e medir a sua relação online com a marca.
Nesse sentido, os resultados sugerem que os consumidores frequentam o website com
mais regularidade, mas estão mais envolvidos emocionalmente com a aplicação. Dos
vários motivos para comprar via website e aplicação móvel, aqueles que são similares nas
duas plataformas e que têm impacto na relação com a marca são o conforto, a
autogratificação e o divertimento. No entanto, existem também motivos específicos na
construção da Brand Equity, destacando-se no website o preço e na aplicação as
novidades e a variedade.
Com a aquisição de novos dados relevantes acerca do valor estratégico de cada uma das
plataformas e da relação que se estabelece entre os consumidores e as marcas,
contribuímos para o conhecimento teórico e empírico da academia, bem como trazemos
dados relevantes para os profissionais de Marketing.
ABSTRACT: The present investigation has as main objective to contribute to the knowledge of the dynamic of website versus mobile application with regard to the reasons and behaviors of visit and purchase in both platforms and the added value that these provide to consumers and brands, aspects that are found underinvestigated in the literature. As part of this investigation, we developed a questionnaire focused on the fast fashion area, namely the Mango brand. From the sample of 130 respondents who buy clothes and accessories from Mango online, we were able to contribute with new inputs, which allowed us to compare the behaviors and motives of the users of both tools and measure their online relationship with the brand. In this sense, the results suggest that consumers visit the website more regularly, but are more emotionally involved with the application. Of the various reasons to buy via the website and mobile application, those that are similar on both platforms and that impact the relationship with the brand are comfort, self-gratification and fun. However, there are also specific reasons for the construction of Brand Equity, highlighting on the website the price and application of news and variety. With the acquisition of new relevant data about the strategic value of each platform and the relationship established between consumers and brands, we contribute to the theoretical and empirical knowledge of the academy, as well as bringing relevant data to Marketing professionals.
ABSTRACT: The present investigation has as main objective to contribute to the knowledge of the dynamic of website versus mobile application with regard to the reasons and behaviors of visit and purchase in both platforms and the added value that these provide to consumers and brands, aspects that are found underinvestigated in the literature. As part of this investigation, we developed a questionnaire focused on the fast fashion area, namely the Mango brand. From the sample of 130 respondents who buy clothes and accessories from Mango online, we were able to contribute with new inputs, which allowed us to compare the behaviors and motives of the users of both tools and measure their online relationship with the brand. In this sense, the results suggest that consumers visit the website more regularly, but are more emotionally involved with the application. Of the various reasons to buy via the website and mobile application, those that are similar on both platforms and that impact the relationship with the brand are comfort, self-gratification and fun. However, there are also specific reasons for the construction of Brand Equity, highlighting on the website the price and application of news and variety. With the acquisition of new relevant data about the strategic value of each platform and the relationship established between consumers and brands, we contribute to the theoretical and empirical knowledge of the academy, as well as bringing relevant data to Marketing professionals.
Description
Dissertação de mestrado apresentada à Escola Superior de Comunicação Social como parte dos requisitos para obtenção de grau de mestre em Publicidade e Marketing.
Keywords
Comércio eletrónico Website Aplicações móveis Motivação Comportamentos de compra online Brand equity e-commerce Mobile applications Motivation Online shopping behaviors
Citation
Simões, I.L.F.M. (2021). Website vs. Aplicação móvel: motivos, comportamentos e brand equit. [Dissertação de mestrado, Escola Superior de Comunicação Social]. Repositório Científico do Instituto Politécnico de Lisboa. http://hdl.handle.net/10400.21/13095
Publisher
Instituto Politécnico de Lisboa, Escola Superior de Comunicação Social