Name: THIAGO DE ANDRADE GUEDES
Publication date: 07/02/2023
Advisor:
Name |
Role |
|---|---|
| MARCELO MOLL BRANDÃO | Advisor * |
Examining board:
| Name |
Role |
|---|---|
| HÉLIO ZANQUETTO FILHO | Internal Examiner * |
| MARCELO MOLL BRANDÃO | Advisor * |
Summary: The present study seeks to analyze how the patronage intention occurs in relation to
consumers of street retail agglomerations. It is not from today that the scenario of street
retailers has been a point of discussion, but due to recent events, such as the Covid19 pandemic, new focuses have emerged, as well as a new behavior and profile of
consumers. Thus, this challenge, which is very much due to the growth of online
commerce during the pandemic period, has determined several changes for physical
retail. The convenience of receiving something at home causes many to opt for the
online shopping modality, and with that, for a consumer to come to frequent a local
physical retail, several elements together must be in tune in order to prefer the place
for their future purchases; it is argued here that the brand experience of the region and
affective commitment interfere in the relationship between the attributes of the street
retail agglomerations, customer shopping experience, and patronagem intention.
Therefore, this study considers one mediator variable (Quality of customer shopping
experience) and two moderator variables (Region brand experience and Affective
commitment) capable of better explaining customer behavior regarding their view of
retail agglomerations attributes and patronage intention, considering three
neighborhoods in Greater Vitoria, a metropolitan region of Espírito Santo, Brazil. The
data were collected through a survey applied to residents of the three neighborhoods
and that consume in the mall of their respective neighborhoods and were analyzed
using the SmartPLS 4. The results showed that, although the neighborhoods have
structural characteristics considered to be distinct, because they have analogous
commercial characteristics (i.e., large heated malls) and similar consumer culture and
organization, the commercial effects stand out in relation to the small different
characteristics. The relationships, in turn, showed that all the expected effects were
confirmed, i.e., it is confirmed that there is mediation of the quality that the customer
has with the purchases they make in the street retail agglomerations. In addition, the
experience that the customer has with the region moderates the relationship, indicating
that when the perception of regional elements such as affective, sensory, behavioral
and intellectual aspects is low, there is more perception of the attributes of the local
retail agglomerations, enhancing the relationship with the patronage intention. In
addition, it was seen that while the customer has a low affective commitment to the
stores in the street retail agglomerations, the perception of the attributes of the retail
agglomerations is better, which potentiates the relationship with preference. Moreover,
both moderations mitigate the mediating path.
