Live Commerce: Investigando o Papel do Cenário Visual na Experiência de Compra
Resumo
Esta pesquisa objetivou investigar como o cenário visual do Live Commerce de pequenos vendedores se relaciona com a experiência de compra do consumidor. Para isso, foi aplicado um survey online com clientes que realizaram compras durante transmissões ao vivo no Instagram. Na análise dos dados, utilizou-se a Modelagem de Equações Estruturais (MEE). Os principais resultados revelam que o cenário visual exerce influência sobre as emoções, a confiança nos vendedores e a sensação de entretenimento durante as lives. Além disso, verificou-se que as emoções se associam positivamente à experiência de compra. No entanto, a confiança nos vendedores e a sensação de entretenimento não apresentaram relação significativa com a experiência de compra. Como principais contribuições teóricas, o estudo amplia o campo de pesquisas sobre essa modalidade emergente de vendas, explorando de que forma estímulos no ambiente online podem impactar a experiência de compra e expandindo o paradigma Estímulo-Organismo-Resposta (S-O-R) ao testar novas relações. Do ponto de vista prático, oferece contribuições relevantes para produtores de lives, especialmente pequenos vendedores, ao apresentar insights sobre estratégias que podem ser adotadas para criar cenários visuais capazes de influenciar o consumidor e sua experiência de compra.
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