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Publication
Comprar, passear e ser visto: contributos para a compreensão das escolhas de usuários de dois shopping centers brasileiros
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Advisor(s)
Abstract(s)
Um shopping center não é simplesmente um espaço de aquisição de bens e
serviços, mas também um espaço de interação simbólica, de afirmação e
reconhecimento de uma certa identidade social mais ou menos prestigiante.
O presente estudo, qualitativo, de caráter exploratório e descritivo, examina os
fatores motivacionais associados à escolha do shopping center enquanto espaço de
consumo e lazer e as respetivas experiências de utilização. Foram realizadas entrevistas
semi-estruturadas a 16 pessoas com idades compreendidas entre os 22 e os 57 anos, que
se apresentaram como usuários de shopping centers com diferentes características. Os
discursos dos participantes foram interpretados à luz da análise de conteúdo, a partir de
três categorias previamente definidas: i) características dos shoppings valorizadas pelos
utilizadores; ii) experiências de utilização dos shopping centers; e iii) avaliação
qualitativa das experiências de utilização dos shopping centers.
Os resultados apurados sugerem, como características mais valorizadas pelos
participantes, o conforto, a segurança e a conveniência. Revelam ainda uma avaliação
positiva de experiências de utilização marcadas por processos de tomada de decisão que
combinam pragmatismo com fatores de ordem simbólica.
A shopping center is not simply a place for the acquisition of goods and services, but also a place for symbolic interaction, affirmation and recognition of a more or less prestigious social identity. This qualitative exploratory and descriptive study assesses the motivational factors associated with choosing the shopping center as a place for consumption and leisure and the repective experiences of use. Semi-structured interviews were carried out with 16 people aged between 22 and 57 years who introduced themselves as users of shopping centers with different characteristics. The participants’ accounts were interpreted using content analysis based on three previously defined categories: i) characteristics of the shopping centers valued by the users; ii) shopping center utilization experiences; and iii) qualitative evaluation of shopping center utilization experiences. The results suggest that the characteristics most valued by the participants are comfort, safety and convenience. They also reveal a positive evaluation of user experiences marked by decision-making processes that combine pragmatism and symbolic factors.
A shopping center is not simply a place for the acquisition of goods and services, but also a place for symbolic interaction, affirmation and recognition of a more or less prestigious social identity. This qualitative exploratory and descriptive study assesses the motivational factors associated with choosing the shopping center as a place for consumption and leisure and the repective experiences of use. Semi-structured interviews were carried out with 16 people aged between 22 and 57 years who introduced themselves as users of shopping centers with different characteristics. The participants’ accounts were interpreted using content analysis based on three previously defined categories: i) characteristics of the shopping centers valued by the users; ii) shopping center utilization experiences; and iii) qualitative evaluation of shopping center utilization experiences. The results suggest that the characteristics most valued by the participants are comfort, safety and convenience. They also reveal a positive evaluation of user experiences marked by decision-making processes that combine pragmatism and symbolic factors.
Description
Keywords
Shopping center Motivação Processo de tomada de decisão Shopping center Motivation Decision-making process