Ferreira, Marlette Cassia Oliveira; Brandão, Marcelo Moll; Bizarrias, Flavio Santino

doi:10.1016/j.rausp.2017.08.005

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Marketing • Rev. Adm. (São Paulo) 52 (4) • Oct-Dec 2017 • https://doi.org/10.1016/j.rausp.2017.08.005 copiar

Entendendo respostas às emoções negativas de crowding na satisfação e compra por impulso no varejo: o papel mediador do Coping

Autoria SCIMAGO INSTITUTIONS RANKINGS

Resumo

A percepção de crowding, entendida como a resposta individual à aglomeração pode ser observada em um ambiente de varejo e influenciar as emoções positivas e negativas. Nesta pesquisa propõe-se testar o efeito mediador do coping - estratégias racionais adotadas para lidar com emoções negativas - na relação entre emoções negativas, consequentes da percepção de crowding, e comportamento de consumidores (mensurados por compra por impulso e satisfação). Os achados referentes ao efeito de coping contribuem para explicar em que medida há resposta positiva à densidade humana em ambiente de varejo. Para isso, foi desenvolvido um modelo teórico com a relação da percepção de crowding, emoções positivas e negativas e comportamento do consumidor. O modelo incrementa o entendimento do fenômeno de crowding quando inclui relações mediadas pela oposição (dimensão de coping) entre emoção negativa e comportamento do consumidor. Para testar o modelo teórico foi realizado um survey com 456 respondentes e os testes de hipótese com a utilização de modelagem de equações estruturais. Foi evidenciado que percepção de crowding tem efeitos mais robustos nas emoções negativas que nas emoções positivas. Destaca-se que com a inclusão da mediação de oposição, a relação fraca entre a emoção negativa e comportamentos, na relação direta torna-se positiva entre emoção negativa e compra por impulso, e emoção negativa e satisfação. Além das contribuições teóricas do modelo testado, futuras pesquisas e implicações gerenciais são propostas no final do artigo.

Palavras-chave:
Percepção de crowding e coping; Emoção positiva e negativa; Compra por impulso e satisfação; Comportamento do consumidor; Densidade humana no varejo

Items^a a 7 points Likert, 1 - totally disagree to 7 - totally agree.	Mean	Median	Standard deviation
1. The store seems to me too crowded; 2. There is a lot of traffic in this store; 3. There are a lot of customers in this store	5.581	6.00	1.471

Construct	AVE	Composite reliability	R ²	Cronbach's alpha
Impulse purchase	0.642	0.900	0.317	0.860
Negative emotion	0.604	0.858	0.145	0.783
Positive emotion	0.712	0.945	0.230	0.933
Opposition_coping	0.683	0.866	0.036	0.774
Crowding perception	0.716	0.883	0.000	0.806
Satisfaction	0.793	0.920	0.378	0.870
Crowding tolerance	0.572	0.800	0.000	0.622

Hypothesis	Relationship	Original coefficient	Mean of 500 sub-samples	Standard error	Test t	p-Value	Result
H1+	Crowding perception → Negative emotion	0.141	0.148	0.046	3.059	0.002	Supported
H1+	Crowding perception * Crowding tolerance → Negative emotion	-0.139	-0.160	0.065	2.135	0.033	Supported

H2-	Crowding perception → Positive Emotion	-0.099	-0.102	0.043	2.312	0.021	Supported
H2-	Crowding perception* crowding tolerance → Positive emotion	0.081	0.104	0.058	1.407	0.160	Supported

H3+	Negative emotion → Opposition_coping	0.190	0.195	0.053	3.602	0.000	Supported

H4+	Negative emotion → Impluse purchase	0.038	0.036	0.049	0.782	0.435	Supported
	Opposittion_coping → Impulse purchase	0.446	0.449	0.043	10.408	0.001
	Mediation EN → CO → CI	-	-	-	Sobel = 3.406	0.001

H5+	Negative emotion → Satisfaction	-0.046	-0.048	0.045	1.031	0.303	Supported
	Opposition_coping → Satisfaction	0.200	0.201	0.043	4.698	0.001
	Mediation: EN → CO → Sat	-	-	-	Sobel = 2.859	0.004

H6+	Positive emotion → Satisfaction	0.579	0.577	0.037	15.496	0.001	Supported

H7+	Positive emotion → impulse purchase	0.390	0.386	0.043	8.999	0.001	Supported

Variable	Q ²	f ²
Purchase impulse	0.175	-
Satisfaction	0.260	-
Positive emotion	0.125	0.566
Negative emotion	0.066	0.288
Opposition	0.019	0.358
Crowding perception	-	0.424
Crowding tolerance	-	0.167

Construct	Theory	Authors	Results
Crowding perception	An emotional reaction caused by high-density stress, often generating negative emotions	^{Stokols (1972)}Stokols, 1972 Stokols, D. (1972). On the distinction between density and crowding. Psychological Review, 79(3), 275-277., ^{Dion (2004)}Dion, 2004 Dion, D. (2004). Personal control and coping with retail crowding. International Journal of Service Industry Management, 15(3), 250-263., ^{Eroglu et al. (2005)}Eroglu et al., 2005 Eroglu, S. A., Machleit, K., & Barr, T. F. (2005). Perceived retail crowding and shopping satisfaction: The role of shopping values. Journal of Business Research, 58, 1146-1153.	Great relevance in the model (f² = 0.288), leading to negative responses
Crowding tolerance	Characteristic trait of people who can withstand crowding more	^{Machleit et al. (2000)}Machleit et al., 2000 Machleit, K., Eroglu, S. A., & Mantel, S. P. (2000). Perceived retail crowding and shopping satisfaction: What modifies this relationship?. Journal of Consumer Psychology, 9(1), 29-42., ^{Pan and Siemens (2011)}Pan and Siemens, 2011 Pan, Y., & Siemens, J. (2011). The differential effects of retail density: An investigation of goods versus service settings. Journal of Business Research, 64, 105-112.	It exerts a moderating role, reducing the negative influence of perceived crowding
Negative emotions	Path expected when in high density, leading to negative responses from the consumer	^{Baker and Wakefield (2012)}Baker and Wakefield, 2012 Baker, J., & Wakefield, K. (2012). How consumer shopping orientation influences perceived crowding, excitement, and stress at the mall. Journal of Academy of Marketing Science, (40), 791-806., ^{Li et al. (2009)}Li et al., 2009 Li, J. G. T., Kim, J. -O., & Lee, S. Y. (2009). An empirical examination of perceived retail crowding, emotions, and retail outcomes. The Service Industries Journal, 29(5), 635-652., ^{Jones et al. (2010)}Jones et al., 2010 Jones, M. Y., Vilches-Montero, S., Spence, M. T., Eroglu, S. A., & Machleit, K. A. (2010). Do Australian and American consumers differ in their perceived shopping experiences?: A bi-cultural analysis. International Journal of Retail & Distribution Management, 38(8), 578-596.	Greater expected relevance, which was not proven in the model, due to the moderating role of crowding tolerance
Positive emotions	Alternative path, even at high density, increasing positive consumer responses	^{Li et al. (2009)}Li et al., 2009 Li, J. G. T., Kim, J. -O., & Lee, S. Y. (2009). An empirical examination of perceived retail crowding, emotions, and retail outcomes. The Service Industries Journal, 29(5), 635-652., ^{Jones et al. (2010)}Jones et al., 2010 Jones, M. Y., Vilches-Montero, S., Spence, M. T., Eroglu, S. A., & Machleit, K. A. (2010). Do Australian and American consumers differ in their perceived shopping experiences?: A bi-cultural analysis. International Journal of Retail & Distribution Management, 38(8), 578-596.	Greater relevance than the expected path (f² = 0.566), leading to more favorable responses
Coping (opposition)	Consumer strategy to deal with stress	^{Luce et al. (2001)}Luce et al., 2001 Luce, M. F., Bettman, J. R., & Payne, J. W. (2001). Emotional decisions: Tradeoff difficulty and coping in Consumer Choice. Monographs of the Journal of Consumer Research Chicago: University of Chicago Press., ^{Skinner et al. (2003)}Skinner et al., 2003 Skinner, E. A., Sherwood, H., Edge, K., & Altman, J. (2003). Searching for the structure of coping: A review and critique of category system for classifying ways of coping. Psychological Bulletin, 129, 216-269., ^{Duhachek (2005)}Duhachek, 2005 Duhachek, A. (2005). Coping: A multidimensional, hierarchical framework of responses to stressful consumption episodes. Journal of Consumer Research, 32(June), 41-53., ^{Duhachek and Oakley (2007)}Duhachek and Oakley, 2007 Duhachek, A., & Oakley, J. (2007). Mapping the hierarchical structure of coping: Unifying empirical and theoretical perspectives. Journal of Consumer Psychology, 3(17), 218-233.	Good relevance in the model (f² = 0.358), acting as mediator between negative emotions and consumer responses, reducing the negative effect of these emotions

Departamento de Administração da Faculdade de Economia, Administração e Contabilidade da Universidade de São Paulo Avenida Professor Luciano Gualberto, 908, sala F184, 05508-900 São Paulo / SP Brasil, Tel./Fax 55 11 3818-4002 - São Paulo - SP - Brazil
E-mail: rausp@usp.br

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[1] * Corresponding author at: Avenida Rio Grande do Norte, 450, CEP 11661-000, Caraguatatuba, SP, Brazil. E-mail:marlette@ifsp.edu.br (M.C. Ferreira).