PurposeThis paper aims to understand what kind of fashion product picture can arouse greater embodied mental simulation at two distinct steps of consumers' shopping journey (choice between options and purchase intention).Design/methodology/approachTwo experimental studies were developed. Study 1 (n = 169) investigated consumers' purchase intention, and Study 2 (n = 156) investigated consumers' choice for a T-shirt displayed in an e-commerce store. The authors manipulated the product picture by considering pictures with the presence or absence of a human model wearing the product (flat vs. mannequin vs. human model without a face vs. human model with a face).FindingsConsumers demonstrated greater choice and purchase intention for the picture that aroused greater embodied mental simulation. Different pictures aroused greater embodied mental simulation depending on the consumer journey step (choice between two options or purchase intention). Perceived product attractiveness influenced this finding.Research limitations/implicationsThe data on men and women were analyzed together due to the low number of male participants in both studies.Practical implicationsThe results suggest that mannequin pictures should be used in situations involving product evaluation (e-commerce categories' pages) and that pictures with human models should be used in situations entailing further analysis of the product (e-commerce product page) to encourage purchase decisions. E-commerce managers also need to use pictures of human models when the product is viewed as less attractive.Originality/valueThis research investigated embodied mental simulation around product pictures at two distinct steps of consumers' shopping journey.
Objetivo: Detalhar uma prática inovadora de ensino baseada na integração de três metodologias ativas: microlearning, aprendizagem colaborativa e aprendizagem baseada em projetos.Escopo: O artigo relata o processo de implementação da tríade de metodologias ativas em um conjunto dedisciplinas de Marketing.Originalidade: Não foram identificados estudos que explorem a sinergia e benefícios da aplicação integradadessas três metodologias.Relevância: O artigo oferece um guia de aplicação para os docentes, com potencial de impacto no interesse, noengajamento e no aprendizado dos estudantes.
Sustainability is an increasingly relevant issue, especially for young adults that are deeply informed on topics of their interest, and also position themselves on social networks. Brands and companies currently offer a wide variety of sustainable products aimed at this cohort, whose attitudes are favorable to sustainable practices, however not frequently translating it into behavior. Considering this context, the present study conducted 13 in-depth interviews to explore motivational factors to beauty and personal care sustainable products purchase among 18-25 y.o. young adults from Sao Paulo, Brazil. Internal, social and external factors were mapped and subsequently analyzed in two codification cycles, complemented by an additional literature review. Results reinforce the importance of both normative and cultural social factors in this process, as well as embedded complexity in social reality of which this cohort is part of. This reality encompasses two simultaneous social environments (physical and digital), in which youngsters from Z generation interact, influence and are influenced as well. Comparing these environments indicated how social factors influence sustainable purchasing in each case.
Objetivo: O presente estudo visa identificar as principais dificuldades enfrentadas pelos proprietários de lojas físicas ao implementarem uma plataforma e-commerce. Método / abordagem: Desenvolveu-se uma pesquisa qualitativa de cunho exploratório por meio de entrevistas com dez proprietários de lojas físicas, os quais possuem uma plataforma e-commerce em funcionamento e atuam em diversos segmentos de negócio. Principais resultados: Entre as dificuldades enfrentadas, observa-se maior carga de trabalho, a falta de profissionais qualificados para executar a operação, dificuldade de contratação e confiança nos serviços das agências digitais, dificuldade com a produção de conteúdo para os produtos divulgados no e-commerce e dificuldade de integração do estoque da loja física e da loja online. Contribuições metodológicas / sociais / gerenciais: Os gestores brasileiros precisam estar atentos ao planejarem e implementarem um novo canal de vendas como um e-commerce. A gestão de uma loja online demanda conhecimento, planejamento, organização e integração entre as operações realizadas na loja física e na loja online. Originalidade / relevância: A presente pesquisa possibilitou compreender as dificuldades de implementação de uma plataforma e-commerce no contexto de empresas brasileiras já consolidadas no varejo físico. Com o intuito de mitigar as dificuldades, foi possível mapear os pontos de atenção que devem ser previstos pelos gestores brasileiros ao iniciarem a implementação de um e-commerce.
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