Varejo em desmaterialização: Experiência da livraria nas dimensões física e virtual

Autores

DOI:

https://doi.org/10.1590/S0034-759020210603

Palavras-chave:

Experiência do consumidor, loja física, loja virtual, desmaterialização, varejo integrado

Resumo

O objetivo deste estudo é o entendimento do papel e da relevância da loja física no varejo contemporâneo em processo de desmaterialização. A literatura sugere que a loja física mantém a relevância no varejo integrado como lugar da experiência, entretanto não detalha, pela perspectiva do consumidor, o que determina a relevância e que experiências emergem da loja física. Partindo do conceito de cocriação da experiência por empresa e consumidor, verificamos que a experiência de cada consumidor é única e que a relevância da loja é determinada pelas características pessoais do consumidor. Identificamos os tipos de experiência que emergem da loja física e da loja virtual, e o papel da tecnologia no empoderamento do consumidor. Como contribuição gerencial, nosso estudo fornece subsídios para a gestão do varejo com dimensões física e virtuais integradas. Determinamos que, nas livrarias, segmento fortemente impactado pela desmaterialização, as características pessoais que determinam a relevância da loja física são relacionadas ao apreço pela leitura e apego ao mundo material, e as experiências que emergem da loja são Lugar de Compra, Garimpo, Portal da Magia e Refúgio do Lar. Os resultados são específicos do contexto, mas direcionam a análise da desmaterialização do varejo em geral.

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Publicado

2021-10-25

Como Citar

MOLITERNO PENA, M. S. .; PEREIRA ZAMITH BRITO, E. Varejo em desmaterialização: Experiência da livraria nas dimensões física e virtual. RAE-Revista de Administração de Empresas, [S. l.], v. 61, n. 6, p. 1–16, 2021. DOI: 10.1590/S0034-759020210603. Disponível em: https://bibliotecadigital.fgv.br/ojs/index.php/rae/article/view/84903. Acesso em: 4 dez. 2021.