Advisor(s)
Abstract(s)
A presente dissertação tem por objetivo compreender em que medida o
marketing sensorial, mais propriamente o sentido tátil, influencia a aptidão de
compra dos consumidores online no setor têxtil e no vestuário em Portugal.
Neste sentido, pretende-‐‑se saber se, através do uso de diferentes
tecnologias táteis online e potenciando a oferta de novas experiências de
compra aos consumidores portugueses, as decisões se alteram de modo a
conduzir o consumidor à compra de produtos têxteis/vestuário online sem
qualquer hesitação nem receio. Todo este novo cenário comportamental,
aliado à originalidade e relevância desta investigação, gerará benefícios e/ou
vantagens na aplicação de uma nova ferramenta inovadora e revolucionária
no nosso país.
Desta dissertação, conclui-‐‑se que a aptidão dos consumidores portugueses
para a realização de compras online no que diz respeito a produtos
têxteis/vestuário, aumentaria se fosse concebida uma ferramenta tátil online.
Conclui-‐‑se ainda que, apesar de a impossibilidade de toque nos produtos
representar a principal barreira ao e-‐‑commerce, o mesmo não se verifica no
setor têxtil/vestuário, apresentando-‐‑se porém, com um claro destaque quando
confrontado com os outros fatores. É, portanto, essencial ultrapassar este
entrave, através do desenvolvimento de uma ferramenta tátil online capaz de
dar resposta à maior exigência dos consumidores aquando da tomada de
decisão de compra – a temperatura. Assim, poder-‐‑se-‐‑ão criar estratégias de
marketing mais apelativas, modelos de negócios mais lucrativos e sobretudo
aumentar as compras online no setor têxtil e do vestuário em Portugal.
The present dissertation has the objective to comprehend sensorial marketing, specifically through tactile sense, and how it influences the purchase ability of an online consumer within the textile sector and clothing in Portugal. This way, it asks if through the use of different online tactile technologies and enhancing the offer of new shopping experiences to portuguese consumers, decisions are altered so as to drive consumers to buy textile/clothing products online without any hesitation or fear. All of this new behavioural scenario, coupled with the originality and relevance of this research, will generate benefits and/or advantages of applying a new innovative and revolutionary tool in our country. The main conclusion of this dissertation is that the ability of portuguese consumers to conduct online purchases of textile/clothing products, would increase if it were designed a tactile online tool. We can also conclude that, despite the inability to touch the products represents the main barrier to e-‐‑ commerce, the same is not true in the textile/clothing sector, presenting however, with a clear emphasis when faced with other factors. Thus, it is essential to overcome this obstacle, trough the development of an online tool, able to meet the higher consumer demands, when making purchasing decisions – the temperature. This way, more compelling marketing strategies can be created, more profitable business models, and above all, increase online purchases in the textile and clothing sector in Portugal.
The present dissertation has the objective to comprehend sensorial marketing, specifically through tactile sense, and how it influences the purchase ability of an online consumer within the textile sector and clothing in Portugal. This way, it asks if through the use of different online tactile technologies and enhancing the offer of new shopping experiences to portuguese consumers, decisions are altered so as to drive consumers to buy textile/clothing products online without any hesitation or fear. All of this new behavioural scenario, coupled with the originality and relevance of this research, will generate benefits and/or advantages of applying a new innovative and revolutionary tool in our country. The main conclusion of this dissertation is that the ability of portuguese consumers to conduct online purchases of textile/clothing products, would increase if it were designed a tactile online tool. We can also conclude that, despite the inability to touch the products represents the main barrier to e-‐‑ commerce, the same is not true in the textile/clothing sector, presenting however, with a clear emphasis when faced with other factors. Thus, it is essential to overcome this obstacle, trough the development of an online tool, able to meet the higher consumer demands, when making purchasing decisions – the temperature. This way, more compelling marketing strategies can be created, more profitable business models, and above all, increase online purchases in the textile and clothing sector in Portugal.
Description
Keywords
E-commerce Sentido tátil e ferramentas táteis virtuais Touch sense and virtual touch tools