Imagem de loja on-line: identificação de medidas e escalas de mensuração
DOI:
https://doi.org/10.19094/contextus.v15i3.966Palavras-chave:
Imagem de loja online. Mensuração. Escala.Resumo
A imagem de loja on-line auxilia na satisfação das necessidades dos consumidores e, apesar da sua importância, ainda é um conceito em construção. Nesse contexto, o artigo tem por objetivo identificar as diferentes formas de mensuração de imagem de loja on-line, apresentando como as escalas foram criadas, adaptadas e replicadas, compilando esse conhecimento que se encontra disperso. Para tanto, foi realizado um levantamento bibliográfico de artigos que abordam as formas de mensuração da imagem de loja on-line no período de 2003 a 2015. Os resultados apontaram para uma diversidade de quadros conceituais e dimensões. As dimensões mais recorrentes foram: atmosfera da loja on-line, prazer em comprar virtualmente e a facilidade de uso. Dimensões como imagem da marca, preço, promoção, reputação e conexão com outros canais foram pouco utilizadas pelos pesquisadores, aparecendo apenas em estudos mais recentes. Verificou-se que não há escala universalmente aceita para medir a imagem de loja on-line.
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