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Esta dissertação analisa as perceções de profissionais sobre a aplicação de sistemas de Inteligência Artificial (IA) em lojas físicas de roupa em segunda mão, um segmento com crescente relevância económica e ambiental mas pouco investigado na sua transformação digital. Face às lacunas da literatura, o estudo desenvolve uma análise empírica em lojas físicas portuguesas de roupa em segunda mão, permitindo compreender como a IA é percecionada relativamente à melhoria da experiência do consumidor (QP1), ao impacto nas estratégias de marketing-mix (QP2) e aos fatores e barreiras que condicionam a sua adoção (QP3).
A investigação segue uma perspetiva interpretativista qualitativa, com 17 entrevistas semi-estruturadas a profissionais com funções estratégicas e operacionais; os dados foram transcritos, codificados no Nvivo e analisados de forma indutiva por análise temática.
Os resultados evidenciam perceções ambivalentes e uma aceitação condicional da IA. Por um lado, é valorizada pela eficiência, personalização e conveniência, sobretudo em funções de back-office (gestão de stock, análise de tendências, precificação dinâmica, campanhas segmentadas) e pelo potencial de atrair consumidores jovens e digitais. Por outro, surgem preocupações quanto à autenticidade, ao contacto humano e à preservação dos valores culturais e simbólicos do setor. A aceitação é maior quando a tecnologia atua de forma “invisível” e menor quando afeta a experiência sensorial e relacional. A adoção revela-se gradual e dependente da confiança, da adequação cultural e do investimento em formação e apoio. Teoricamente, o estudo desloca o foco da investigação, habitualmente centrada no consumidor e no e-commerce, para o lado da oferta, ao evidenciar fatores, barreiras e tensões entre inovação tecnológica e identidade setorial. Entre os principais entraves estão a falta de infraestrutura digital, as limitações financeiras, os baixos níveis de literacia digital e as preocupações éticas e culturais. Ainda assim, abrem-se oportunidades para uma adoção gradual, contextualizada e eticamente sustentada, confirmando a perceção da IA como ferramenta condicional e não universal.
Em última análise, a viabilidade da IA neste setor não se esgota na sua capacidade técnica, mas depende da sua integração sensível no ecossistema relacional, cultural e económico que caracteriza o comércio de segunda mão. A IA, neste contexto, deixa de ser apenas uma ferramenta tecnológica para se tornar num teste à maturidade do setor: a capacidade de transformar inovação em valor sem comprometer a sua essência.
This dissertation examines professionals’ perceptions regarding the application of Artificial Intelligence (AI) systems in second-hand clothing physical stores, a segment with increasing economic and environmental relevance but still underexplored in its digital transformation. Addressing the gaps identified in the literature, the study develops an empirical analysis of Portuguese second-hand clothing stores, aiming to understand how AI is perceived in relation to enhancing consumer experience (RQ1), its impact on marketing-mix strategies (RQ2), and the factors and barriers that condition its adoption (RQ3). The research follows a qualitative interpretivist perspective, based on 17 semi-structured interviews with professionals in strategic and operational roles. Data were transcribed, coded in NVivo, and inductively analyzed through thematic analysis. Findings reveal ambivalent perceptions and conditional acceptance of AI. On the one hand, it is valued for efficiency, personalization, and convenience, particularly in back-office functions (stock management, trend analysis, dynamic pricing, segmented campaigns) and for its potential to attract younger, digitally fluent consumers. On the other hand, concerns arise regarding authenticity, human interaction, and the preservation of cultural and symbolic values that define the second-hand sector. Acceptance is higher when technology operates “invisibly” and lower when it interferes with sensory and relational dimensions of shopping. Adoption is expected to be gradual, relying on trust, cultural alignment, and investment in training and support. Theoretically, the study shifts the focus of research, usually centered on consumers and e-commerce, to the supply side, evidencing factors, barriers, and tensions between technological innovation and sectorial identity. Main obstacles include lack of digital infrastructure, financial constraints, low digital literacy, and ethical-cultural concerns. Nonetheless, opportunities emerge for gradual, contextualized, and ethically sustained adoption, reinforcing the view of AI as a conditional rather than universal tool. Ultimately, AI’s viability in this sector depends not only on technical capabilities but on its sensitive integration into the relational, cultural, and economic ecosystem that characterizes second-hand retail. In this context, AI becomes more than a technological tool; it represents a test of the sector’s maturity and its ability to transform innovation into value without compromising its essence.
This dissertation examines professionals’ perceptions regarding the application of Artificial Intelligence (AI) systems in second-hand clothing physical stores, a segment with increasing economic and environmental relevance but still underexplored in its digital transformation. Addressing the gaps identified in the literature, the study develops an empirical analysis of Portuguese second-hand clothing stores, aiming to understand how AI is perceived in relation to enhancing consumer experience (RQ1), its impact on marketing-mix strategies (RQ2), and the factors and barriers that condition its adoption (RQ3). The research follows a qualitative interpretivist perspective, based on 17 semi-structured interviews with professionals in strategic and operational roles. Data were transcribed, coded in NVivo, and inductively analyzed through thematic analysis. Findings reveal ambivalent perceptions and conditional acceptance of AI. On the one hand, it is valued for efficiency, personalization, and convenience, particularly in back-office functions (stock management, trend analysis, dynamic pricing, segmented campaigns) and for its potential to attract younger, digitally fluent consumers. On the other hand, concerns arise regarding authenticity, human interaction, and the preservation of cultural and symbolic values that define the second-hand sector. Acceptance is higher when technology operates “invisibly” and lower when it interferes with sensory and relational dimensions of shopping. Adoption is expected to be gradual, relying on trust, cultural alignment, and investment in training and support. Theoretically, the study shifts the focus of research, usually centered on consumers and e-commerce, to the supply side, evidencing factors, barriers, and tensions between technological innovation and sectorial identity. Main obstacles include lack of digital infrastructure, financial constraints, low digital literacy, and ethical-cultural concerns. Nonetheless, opportunities emerge for gradual, contextualized, and ethically sustained adoption, reinforcing the view of AI as a conditional rather than universal tool. Ultimately, AI’s viability in this sector depends not only on technical capabilities but on its sensitive integration into the relational, cultural, and economic ecosystem that characterizes second-hand retail. In this context, AI becomes more than a technological tool; it represents a test of the sector’s maturity and its ability to transform innovation into value without compromising its essence.
Descrição
Dissertação de mestrado apresentada à Escola Superior de Comunicação Social como parte dos requisitos para obtenção de grau de mestre em Publicidade e Marketing.
Palavras-chave
Inteligência Artificial Lojas físicas de segunda mão Marketing (4Ps) Adoção tecnológica Análise qualitativa Portugal