A Intenção Futura de Compra em Omnichannel: Uma Discussão Sobre a Percepção de Riscos e Benefícios na Jornada de Consumo
Resumo
A abordagem omnichannel busca proporcionar aos clientes uma experiência de marca unificada, permitindo que eles transitem entre diferentes canais de forma fluida. Buscando investigar como a percepção dos riscos e dos benefícios pelos consumidores pode impactar os resultados da estratégia omnichannel na tomada de decisão de consumo e intenção de compra, o presente estudo conduziu uma pesquisa envolvendo 153 respondentes, aplicando a escala de Likert e análise de dados via software SmartPLS®. Os resultados indicam que, mais do que se concentrar na redução da percepção de risco, é fundamental destacar os benefícios do omnichannel tornando-os evidentes para os consumidores, que contribui para o aumento da confiança dos consumidores na adoção da estratégia, sendo a confiança um elemento mediador do benefício percebido. A relevância deste estudo reside na expansão da literatura sobre o tema, proporcionando perspectivas e direcionamentos para pesquisas futuras. Ainda, oferece orientações para organizações que buscam implementar o omnichannel e desejam mitigar riscos e maximizar resultados ao ampliar a percepção de benefícios por parte dos clientes.
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