Fluxo online e e-satisfação em processos de compra de alto envolvimento

This research aims to verify the relation between the attributes of online shopping experiences, the state of online flow, and e-satisfaction in high-involvement purchases. To reach that goal, we conducted a survey with 720 e-consumers. We adopted quotas sampling, using age distribution as criteria. To analyze the data, we used Structural Equation Modeling. From the statistical analysis, we found that there are some attributes of online shopping experiences that directly influence e-satisfaction (convenience associated with the website, exchange and return policies, and quality of delivery service), while others influence the state of flow online (perceived innovation on the website, price and aesthetics of the website), which, in turn, influences e-satisfaction. Additionally, we identified two attributes that influence both flow online and e-satisfaction: reliability attributed to the website and variety of products available for sale on the website.Keywords: e-commerce, e-satisfaction, online flow, consumer involvement, online shopping experience.Esta pesquisa teve como objetivo verificar a relação entre os atributos das experiências de compra online, o estado de fluxo online e a e-satisfação em compras de alto envolvimento. Para atingir esse objetivo, conduziu-se um levantamento de campo com 720 e-consumidores. Adotou-se a amostragem por cotas, usando como critério a distribuição etária. Para analisar os dados, utilizou-se a Modelagem de Equações Estruturais. A partir da análise estatística dos dados, foi possível identificar alguns atributos das experiências de compra online que influenciam diretamente a e-satisfação (conveniência associada ao website, políticas de trocas e devoluções e qualidade do serviço de entrega), e alguns que influenciam o estado de fluxo online (inovação percebida no website, preços e estética do website), o qual, por sua vez, influencia a e-satisfação. Adicionalmente, foi possível identificar dois atributos que influenciam tanto o fluxo online quanto a e-satisfação: a confiabilidade atribuída ao website e a variedade de produtos disponíveis para venda no website.Palavras-chave: comércio eletrônico, e-satisfação, fluxo online, envolvimento do consumidor, experiência de compra online

Customer satisfaction in the Brazilian Fast Food Franchise Segment

In a market with great competition, store image associated with quality and brand  become an important competitive tool, meanly when it was associated to perceived customer satisfaction. The main objective of this study was to analyze the influence of image, brand and quality on customer satisfaction in the fast food segment. Data analysis was conducted through multivariate techniques to verify the significance of the relationship between variables analyzing two of the five biggest fast food channels in Brazil. The results showed that brand and quality were the most valued variables according to perceived customer satisfaction. In the model used, brand presented the greatest explanatory power. Based on the multiple coefficient of determination (adjusted R2), quality, image and brand as a group explained about 62.7% (Franchise 1) and 61.3% (Franchise 2) of the search for satisfaction, being that only quality and brand were statistically significant.

CONSUMER BEHAVIOR AND FACTORS THAT AFFECT SATISFACTION AND RISK PERCEPTION OF PURCHASES OF OWN BRAND FOOD PRODUCTS

In view of increased competition, combined with political, economic, social and technological uncertainties, the Brazilian retail sector has been going through a transformation process led, on the one hand, by market pressure itself, and on the other hand, by the permanent struggle for survival. From this point of view, foreign and Brazilian retailers saw the own brand segment as a viable marketing alternative for maximizing their turnover and meeting consumer needs and wishes. In that sense, this research aimed to identify factors that affect risk perception of purchases of own brand food products. Using an exploratory and quantitative approach, structured electronic questionnaires were applied using Google Docs. SPSS software was used for data analysis with a convenience sample of 250 individuals. This allowed the application of multivariate analysis techniques. Factors that were generated from applied analyses allowed us to conclude that risk elements are perceived differently, according to each analyzed category.In view of increased competition, combined with political, economic, social and technological uncertainties, the Brazilian retail sector has been going through a transformation process led, on the one hand, by market pressure itself, and on the other hand, by the permanent struggle for survival. From this point of view, foreign and Brazilian retailers saw the own brand segment as a viable marketing alternative for maximizing their turnover and meeting consumer needs and wishes. In that sense, this research aimed to identify factors that affect risk perception of purchases of own brand food products. Using an exploratory and quantitative approach, structured electronic questionnaires were applied using Google Docs. SPSS software was used for data analysis with a convenience sample of 250 individuals. This allowed the application of multivariate analysis techniques. Factors that were generated from applied analyses allowed us to conclude that risk elements are perceived differently, according to each analyzed category

A segmentation proposal to the consumers’ brazilian beer sector / Proposta de segmentação do mercado brasileiro de cerveja

The objective of this research was to identify the different segments of beer consumers based on the behavior presented during the purchase decision process. A field survey was carried out with a convenience sample of 422 respondents, using questionnaires, available in the authors' relationship networks. In the data analysis, the statistical technique cluster analysis was applied, which allowed the identification of four consumer segments: high involvement consumers, medium consumption consumers, occasion buyers, and low consumption consumers. Results obtained from the investigation show that consumers with high levels of involvement (Group 1) seek a lot of information before consumption. For consumers of average consumption (Group 2), the search for knowledge and references on beers is limited to previous experiences they had and to friends, and they choose beers mainly by the taste and by the country of origin. Occasional consumers (Group 3) usually buy the same brands of beer, but use flavor and brand as a selection criterion. Finally, low-consumption consumers (Group 4) had a consumption of beer for special occasions. They often do not seek information about the product, and they do not do any kind of word-of-mouth marketing. The Main theoretical contribution is the new segmentation proposal method originated from the research. The relevance of this study is related to the new segmentation framework proposed segments that could be used to future studies in other competitive markets

How Women Are Depicted In Ads? A Content Analysis Study With Brazilian Advertisements

The main purpose of this paper was to examine female roles portrayed by advertising. More specifically, the question that motivated this research project was: What messages about women have been given to society through advertisement? Have these portrayals been changed during the past decades? The study consisted of a systematic content analysis of Brazilian commercials from 1973 to 2000. The population from which this sample was drawn consisted of Brazilian commercials which got an award in international and national festivals. A probabilistic sample procedure was employed. Ninety five pieces were selected. The categories and operational rules used in the study were developed based on previous research. This study has proposed that female images in advertising are depicted in three different ways: stereotyped, idealized and plural portrayals. Our results have revealed that some specific images have changed; however, they continued to be stereotyped and idealized

Phenotypical and Functional Analysis of Intraepithelial Lymphocytes from Small Intestine of Mice in Oral Tolerance

In this work, we evaluated the effects of administration of OVA on phenotype and function of intraepithelial lymphocytes (IELs) from small intestine of transgenic (TGN) DO11.10 and wild-type BALB/c mice. While the small intestines from BALB/c presented a well preserved structure, those from TGN showed an inflamed aspect. The ingestion of OVA induced a reduction in the number of IELs in small intestines of TGN, but it did not change the frequencies of CD8+ and CD4+ T-cell subsets. Administration of OVA via oral + ip increased the frequency of CD103+ cells in CD4+ T-cell subset in IELs of both BALB/c and TGN mice and elevated its expression in CD8β+ T-cell subset in IELs of TGN. The frequency of Foxp3+ cells increased in all subsets in IELs of BALB/c treated with OVA; in IELs of TGN, it increased only in CD25+ subset. IELs from BALB/c tolerant mice had lower expression of all cytokines studied, whereas those from TGN showed high expression of inflammatory cytokines, especially of IFN-γ, TGF-β, and TNF-α. Overall, our results suggest that the inability of TGN to become tolerant may be related to disorganization and altered proportions of inflammatory/regulatory T cells in its intestinal mucosa

Entrada de sementes em um fragmento florestal promovida por aves frugívoras de subosque

We studied the contribution of understory frugivorous birds to the seed inflow into a late successional Atlantic forest patch in southeastern Brazil. Five sampling units were established in the study site, each composed of a line of six mist nets and two adjacent plots containing six seed traps. Immigrant seed species were more frequent in seed traps during the rainy season, when fruit production was higher. On the other hand, the frequency of occurrence of immigrant seed species found in fecal samples of the understory frugivores was higher during the dry season. Although understory frugivorous birds were not responsible for the temporal pattern of the seed rain, they can play an important role in bringing edge plant species that will eventually colonize forest gaps, contributing to forest patch dynamics.Estudamos a contribuição de aves frugívoras de subosque para a entrada de sementes em uma mancha de Floresta Atlântica secundária em estado avançado de regeneração no sudeste do Brasil. Foram estabelecidas cinco unidades amostrais, cada uma composta por uma linha de seis redes de neblina e duas parcelas adjacentes contendo seis coletores de sementes. Espécies de sementes imigrantes foram encontradas mais frequentemente nos coletores durante a estação chuvosa, quando houve maior produção de frutos. Por outro lado, a frequência de ocorrência de espécies imigrantes nas amostras fecais de aves de subosque foi maior durante a estação seca. Embora aves frugívoras de subosque não tenham sido determinantes para o padrão temporal da chuva de sementes, podem desempenhar um papel importante ao trazerem espécies de plantas de borda que poderão colonizar clareiras, contribuindo assim para a dinâmica de manchas florestais.95102Fundação de Amparo à Pesquisa do Estado de São Paulo (FAPESP)Conselho Nacional de Desenvolvimento Científico e Tecnológico (CNPq

Erratum to “Phenotypical and Functional Analysis of Intraepithelial Lymphocytes from Small Intestine of Mice in Oral Tolerance”

[No abstract available]201

Fluxo online e e-satisfação em processos de compra de alto envolvimento

This research aims to verify the relation between the attributes of online shopping experiences, the state of online flow, and e-satisfaction in high-involvement purchases. To reach that goal, we conducted a survey with 720 e-consumers. We adopted quotas sampling, using age distribution as criteria. To analyze the data, we used Structural Equation Modeling. From the statistical analysis, we found that there are some attributes of online shopping experiences that directly influence e-satisfaction (convenience associated with the website, exchange and return policies, and quality of delivery service), while others influence the state of flow online (perceived innovation on the website, price and aesthetics of the website), which, in turn, influences e-satisfaction. Additionally, we identified two attributes that influence both flow online and e-satisfaction: reliability attributed to the website and variety of products available for sale on the website.Keywords: e-commerce, e-satisfaction, online flow, consumer involvement, online shopping experience.Esta pesquisa teve como objetivo verificar a relação entre os atributos das experiências de compra online, o estado de fluxo online e a e-satisfação em compras de alto envolvimento. Para atingir esse objetivo, conduziu-se um levantamento de campo com 720 e-consumidores. Adotou-se a amostragem por cotas, usando como critério a distribuição etária. Para analisar os dados, utilizou-se a Modelagem de Equações Estruturais. A partir da análise estatística dos dados, foi possível identificar alguns atributos das experiências de compra online que influenciam diretamente a e-satisfação (conveniência associada ao website, políticas de trocas e devoluções e qualidade do serviço de entrega), e alguns que influenciam o estado de fluxo online (inovação percebida no website, preços e estética do website), o qual, por sua vez, influencia a e-satisfação. Adicionalmente, foi possível identificar dois atributos que influenciam tanto o fluxo online quanto a e-satisfação: a confiabilidade atribuída ao website e a variedade de produtos disponíveis para venda no website.Palavras-chave: comércio eletrônico, e-satisfação, fluxo online, envolvimento do consumidor, experiência de compra online