A Percepção de Valor no Consumo de Calçados de Luxo: Um Estudo com Modelagem de Equações Estruturais

Autores

DOI:

https://doi.org/10.5020/2318-0722.2022.28.e10916

Palavras-chave:

consumo de calçados, luxo, percepção de valor, estratégias de marketing

Resumo

O objetivo deste trabalho é analisar o valor de consumo de luxo, visando identificar quais valores influenciam e norteiam o consumo de calçados de luxo. Os dados para o estudo foram coletados de 675 consumidores e analisados utilizando a técnica de modelagem de equações estruturais. Os resultados indicaram que os fatores hedônicos, emocionais e pessoais influenciam positivamente o valor percebido pelo cliente de calçado de luxo. Além disso, os Valores Interação e Financeiro também mostraram-se significativos, visto que resultados apontam que o consumidores levam em consideração aspectos como preço e a possibilidade de acolhimento e reconhecimento em determinados grupos ao adquirirem calçados de luxo. Em suma, este estudo providencia insights para potencializar/aprimorar as estratégias das marcas de luxo do setor de calçados, favorecendo assim, a criação de novas oportunidades e demandas para o mercado de luxo com vistas à vantagem competitiva.

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Biografia do Autor

Daiane Pereira da Fonseca Lopes, Universidade de Brasília (UnB)

Doutoranda em Administração e Mestra em Agronegócios pela Universidade de Brasília (UnB).

Karim Marini Thomé, Universidade de Brasília (UnB)

Doutor em Administração, Pós-Doutor pela Stockholm School of Economics e Uppsala University. Docente da Universidade de Brasília (UnB).

Rosângela Vieira Monteiro, Universidade de Brasília (UnB)

Mestre em Administração pela Universidade de Brasília (UnB). Tecnóloga em Processamento de Dados pela UnB. MBA em Tecnologias da Informação e Comunicação pela Pontifícia Universidade Católica do Rio Grande do Sul (PUC-RS).

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Publicado

26.05.2022

Como Citar

LOPES, D. P. da F.; THOMÉ, K. M.; MONTEIRO, R. V. A Percepção de Valor no Consumo de Calçados de Luxo: Um Estudo com Modelagem de Equações Estruturais. Revista Ciências Administrativas, [S. l.], v. 28, p. e10916, 2022. DOI: 10.5020/2318-0722.2022.28.e10916. Disponível em: https://ojs.unifor.br/rca/article/view/10916. Acesso em: 28 mar. 2024.

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