O objetivo desse artigo é verificar se há diferença na preferência dos clientes (tenham eles maior ou menor tendência a ter comportamento de co-criação) em relação aos tipos de empresas (considerando as que empoderam ou não os clientes). Para atingir o objetivo foi aplicado um questionário em que se mediu o comportamento de co-criação de valor dos indivíduos e suas preferências por empresas que oferecem o empoderamento a seus clientes. Escolheu-se como contexto as academias de ginástica, uma vez que se trata de um setor de serviços com ampla co-criação e empoderamento do consumidor. A análise dos dados coletados foi feita por meio de análise fatorial, regressão logística multinomial e teste t. Como resultado, verificou-se não haver relação entre grupos de consumidores e propensão a co-criação e preferência pelos tipos de empresas.

No abstract

O debate a respeito do modelo de decisão de compra do consumidor pode ser dividido emdois blocos. O primeiro é composto por autores que consideram que o consumidor segue umroteiro para tomar decisões de compra, o segundo bloco é composto por autores que nãoreconhecem o roteiro, e sim, o nível de envolvimento com a compra. Este artigo objetivouconfrontar essas linhas de pensamento e apresentar os resultados de uma pesquisa empírica.

In order to understand how people, buy, consume and dispose their products, models that aim to represent the steps taken by them in the purchase process are used. Consumer behavior surveys considers three moments: before, current state of the individual; during, the moment when the individual feels discomfort between his current state and his desired state; and after, how the individual feels after product purchase. These three moments are permeated by the cognitive and behavioral actions of the individual whose purpose is successful buying. This work was developed based on this context, proposing that the individual will obtain greater assertiveness in his purchase if he makes the delineation, which is defined as the cognitive action of concisely and directly describing the characteristics of the intended object. The research problem proposes that the delineation acts as a moderator between the consumption recognition construct and the purchase action construct. A model called Consumption Delineation Model (MDC) was elaborated and composed by these three constructs and each one of them was object of studies in distinct chapters of this work. It was developed scales for each construct using samples with 50 and 160 respondents. The scales were tested and cleaned. The resulting items were used as input datas for the MDC model validation. For the scales construction was used exploratory factor analysis technique-EFA, with SPSS software, version 23 and the model was validated using the structural equation modeling technique (SEM) using SmartPLS software, version 3.0. The results showed that the moderator path coefficient was 0.109, a measure classified as significant. This condition was confirmed by the hypothesis test results in which a value of t = 2.42 was obtained, therefore, higher than 1.96 and p-value = 0.016, less than the 0,05, the significance level established for this research. The time and costs for obtaining a larger sample were pointed as research limitations. It is expected that the findings of this research contribute to understanding the individual as a consumer, and the delineation can be understood as an innovative addendum to the purchase decision model. For the market, specifically for marketers, knowing how the consumer makes the delineation can increase the development of strategies and advertising campaigns.