Crowding e perfil do consumidor: influência na imagem varejista e intenção de compra do consumidor jovem
DOI:
https://doi.org/10.51359/2526-7884.2020.245856Keywords:
Crowding, perceived similarity, young people, retail.Abstract
The study investigated how human density and the profile of other consumers influence the retailer's image and the purchase intentions of young consumers. Assuming an experimental quantitative approach, the study was carried out with 131 young consumers. From the results found, it is evident that human density can influence the store image, however, it alone does not influence the purchase decision. As for the profile of other consumers, this has no effect on the image of the store and on the intention to buy, suggesting that the young audience tends to be less impacted by the presence of other consumers. The work contributes to the understanding of the crowding phenomenon and the similarity perceived in retail environments, bringing evidence about young consumers.References
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