Compra de vestuário online e/ou físico: Qual o papel da identidade e estilo de vida dos jovens? : O caso da marca Zara
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2022
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O presente trabalho tem como objetivo compreender se a entidade e/ou estilo de vida que é refletido através do vestuário pode influenciar no método de compra online e/ou físico.
A abordagem deste tema deve-se ao facto de, cada vez mais, os consumidores serem seletivos na tomada de decisão e serem influenciados por diferentes fatores.
Neste sentido, é importante perceber quais são os fatores que têm peso na tomada de decisão do consumidor.
O surgimento da internet e das novas tecnologias levou os consumidores a ter à sua disposição um fluxo de informação que influencia os seus interesses, comportamentos e valores. Atualmente, os consumidores dão prioridade à sua imagem visual porque é através dela que se representam e assumem o seu papel na sociedade. Para se representarem, recorrem ao vestuário e às diferentes tendências da moda.
Esta representação do ‘eu’ leva ao aumento do consumo e à escolha do método de compra online e/ou físico. A escolha pelo método de compra é influenciada por fatores diversificados e determinantes na tomada de decisão.
Deste modo, para concretizar a investigação foi elaborado um estudo de caso sobre a marca Zara, uma vez que, é das maiores marcas de fast-fashion e a marca de eleição para a maior parte da população jovem. O estudo de caso recorre a uma metodologia mista, fazendo uma triangulação de dados entre questionário, entrevista e análise de conteúdo da informação disponível sobre a marca.
Os resultados da investigação revelaram que fatores como a comodidade, o preço, o tempo e a interação humana, determinam a escolha do método de compra online e/ou físico dos consumidores jovens e a sua preferência pelo e-commerce.
This work aims to understand whether the entity and/or lifestyle that is reflected through clothing can influence the online and/or physical purchase method. The approach to this theme is due to the fact that, increasingly, consumers are selective in decision making and are influenced by different factors. In this sense, it is important to understand which factors have a bearing on consumer decision-making. The emergence of the internet and new technologies has led consumers to have at their disposal a flow of information that influences their interests, behaviors and values. Currently, consumers prioritize their visual image because it is through it that they represent and assume their role in society. To represent themselves, they resort to clothing and different fashion trends. This representation of the 'I' leads to increased consumption and the choice of online and/or physical purchase method. The choice of purchase method is influenced by diversified and determining factors in decision making. Thus, to carry out the investigation, a case study was prepared on the Zara brand, since it is one of the biggest fast-fashion brands and the brand of choice for most of the young population. The case study uses a mixed methodology, making a data triangulation between a questionnaire, interview and content analysis of the information available about the brand. The results of the investigation revealed factors such as convenience, price, time and human interaction, which determine the choice of online and/or physical purchase method by young consumers and their preference for e-commerce, considering the future of the digital.
This work aims to understand whether the entity and/or lifestyle that is reflected through clothing can influence the online and/or physical purchase method. The approach to this theme is due to the fact that, increasingly, consumers are selective in decision making and are influenced by different factors. In this sense, it is important to understand which factors have a bearing on consumer decision-making. The emergence of the internet and new technologies has led consumers to have at their disposal a flow of information that influences their interests, behaviors and values. Currently, consumers prioritize their visual image because it is through it that they represent and assume their role in society. To represent themselves, they resort to clothing and different fashion trends. This representation of the 'I' leads to increased consumption and the choice of online and/or physical purchase method. The choice of purchase method is influenced by diversified and determining factors in decision making. Thus, to carry out the investigation, a case study was prepared on the Zara brand, since it is one of the biggest fast-fashion brands and the brand of choice for most of the young population. The case study uses a mixed methodology, making a data triangulation between a questionnaire, interview and content analysis of the information available about the brand. The results of the investigation revealed factors such as convenience, price, time and human interaction, which determine the choice of online and/or physical purchase method by young consumers and their preference for e-commerce, considering the future of the digital.
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MESTRADO EM COMUNICAÇÃO, REDES E TECNOLOGIAS, COMUNICAÇÃO, COMÉRCIO ELETRÓNICO, ESTILOS DE VIDA, VESTUÁRIO, JOVENS, INTERNET, COMMUNICATION, E-COMMERCE, LIFESTYLES, CLOTHING, YOUNG PEOPLE