Nem tudo é o que os olhos veem: o papel dos elementos físicos-sensoriais e da autoconfiança na vulnerabilidade de consumidores com deficiência visual
DOI:
https://doi.org/10.5902/1983465986659Parole chiave:
Consumidores com deficiência visual, Ambiente varejista, Vulnerabilidade percebida, Satisfação, AcessibilidadeAbstract
Objetivos: Este estudo tem como objetivo analisar como elementos físicos-sensoriais do ambiente de varejo e a autoconfiança se relacionam com a vulnerabilidade percebida dos consumidores de deficiência visual e sua experiência de compra. Busca demonstrar como fatores como layout da loja, necessidade de interação tátil e autoconfiança influenciam a vulnerabilidade percebida e a satisfação dos consumidores com deficiência visual durante a experiência de compra.
Método/abordagem: O estudo adota uma abordagem quantitativa descritiva, utilizando um método de pesquisa por meio de questionário para coletar dados de indivíduos com deficiência visual no estado da Paraíba, Brasil que resultou em 318 respondentes. O questionário inclui escalas de medição para diversos construtos relacionados ao ambiente varejista e ao comportamento do consumidor, além de perguntas demográficas para caracterizar a amostra.
Resultados: Os resultados revelam relações significativas entre layout da loja, necessidade tátil, autoconfiança, vulnerabilidade percebida e satisfação entre os consumidores com deficiência visual. Especificamente, o layout da loja e a autoconfiança foram encontrados com associações negativas com a vulnerabilidade percebida, enquanto a necessidade tátil teve uma associação positiva. A vulnerabilidade percebida, por sua vez, teve uma associação negativa com a satisfação.
Limitações/implicações da pesquisa: O estudo reconhece limitações, como o tamanho da amostra e a especificidade geográfica, sugerindo a necessidade de mais pesquisas para validar os resultados em diferentes contextos e populações. As implicações teóricas incluem a necessidade de um entendimento mais profundo sobre a vulnerabilidade do consumidor e seu impacto nas experiências varejistas.
Implicações práticas: O estudo destaca a importância do design acessível da loja e do treinamento em atendimento ao cliente para melhorar a experiência de compra dos consumidores com deficiência visual. Também destaca os benefícios potenciais de atender às necessidades táteis desses consumidores.
Implicações sociais: Ao promover a inclusão social e acessibilidade nos ambientes varejistas, o estudo contribui para uma experiência de compra mais equitativa para indivíduos com deficiência visual, fomentando a inclusão social e a igualdade.
Originalidade/valor: Este estudo contribui para a limitada literatura sobre as experiências varejistas de consumidores com deficiência visual, oferecendo insights sobre os fatores que influenciam sua vulnerabilidade percebida e satisfação. Ressalta a importância de considerar as necessidades únicas desse segmento de consumidores no design varejista e na prestação de serviços.
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