Resumo
Objetivo – Primeiro, para testar nosso modelo comparativo de comportamento de compra on-line e off-line; e, segundo, para investigar se a recência modera as relações do modelo em diferentes períodos de tempo.
Referencial teórico – Este estudo se baseia na teoria de Garbarino e Johnson (1999) sobre as funções da satisfação, da confiança e do comprometimento.
Metodologia – A amostra consiste em 768 compras de produtos/serviços por consumidores peruanos. Para testar as hipóteses, aplicamos a modelagem de equações estruturais baseada em covariância (SEM).
Resultados – A relação entre privacidade/segurança da compra e qualidade é mais forte em uma compra off-line do que em uma compra on-line, enquanto o oposto é verdadeiro para a relação entre qualidade e confiança. Além disso, a recência da compra modera todos os relacionamentos em nosso modelo de fidelidade.
Implicações praticais e sociais da investigação – Focamos este estudo em um país latino-americano onde a recência da compra é fundamental para as relações de fidelidade do cliente.
Contribuições – Apresentamos uma perspectiva relevante sobre a fidelidade no ponto de venda em ambientes off-line e on-line, analisando a função moderadora da recência da compra (uma variável pouco pesquisada) no contexto de um país em desenvolvimento como o Peru.
Palavras-chave – Fidelidade no ponto de venda. Canal on-line, canal off-line. Comportamento de compra.
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