Reconfigurations of in-store shopping practices for consumers with disabilities : A mobile shopping view

Victor  Galindo de Mello; Olga Maria Coutinho Pépece

doi:10.13037/gr.vol41.e20258922

Autores

Victor Galindo de Mello C https://orcid.org/0000-0003-3458-9071
Olga Maria Coutinho Pépece Universidade Estadual de Maringá https://orcid.org/0000-0002-9155-9285

DOI:

https://doi.org/10.13037/gr.vol41.e20258922

Palavras-chave:

Compras Móveis, Teoria da Prática Social, Consumidores com Deficiência

Resumo

Smartphones promoveram mudanças nas atividades diárias. Observando os consumidores com deficiência, estes dispositivos melhoraram seu bem-estar. Contudo, ainda há uma falta de compreensão sobre como estes consumidores usam smartphones durante essas atividades de compras nas lojas. O artigo tem objetivo de compreender como o uso de smartphones reconfigurou as práticas de compras em lojas de consumidores com deficiência. Abordamos teoricamente estudos sobre m-shopping, teoria da prática e estudos sobre deficiência. Metodologicamente, realizou-se grupos focais virtuais formados por consumidores com deficiência em diferentes regiões brasileiras, divididos em seis diferentes grupos entre maio a novembro/2021. Smartphone interliga múltiplas atividades e envolve diferentes elementos das práticas de compras tradicionais. Novas percepções são apresentadas no uso de elementos materiais, de competência e de significado. Compreender as práticas torna-se um importante lente para compreender como os consumidores realizam suas compras, como forma de reduzir as situações de vulnerabilidade vivenciadas em sua prática de compras.

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Biografia do Autor

Victor Galindo de Mello, C

ORCID:0000-0003-3458-9071
Universidade Estadual do Paraná
Docente do Departamento de Administração da Universidade Estadual do Paraná.

Campo Mourão/Paraná/Brasil

victor.mello@ies.unespar.edu.br

Doutor em Administração pelo programa de pós-graduação da Universidade Estadual de Maringá, na linha de pesquisa Marketing e Cadeias Produtivas. Mestre e graduado em Administração pela Universidade Estadual de Maringá, realizando mobilidade acadêmica com o curso Administration Économique et Sociale - Université de Rennes II (2014 - França). Tenho experiência na área de Administração, com ênfase em Marketing, Inovação e Estratégia, atuando principalmente nos seguintes temas: Comportamento do Consumidor, Mobile Shopping, Canais de Vendas e Teoria da Prática.

Olga Maria Coutinho Pépece, Universidade Estadual de Maringá

ORCID: 0000-0002-9155-9285 Universidade Estadual de Maringá Professora Associada do Departamento de Administração e do Programa de Pós-graduação Doutorado e Mestrado em Administração da Universidade Estadual de Maringá. Maringá/Paraná/Brasil Pesquisadora nas áreas de Teorias de Cultura e Consumo, com especial interesse pelos temas Gift-giving, Consumo de Moda, Significados do Consumo, Consumo Ritualístico e Transformative Consumer Research. Professora Associada da Universidade Estadual de Maringá e do Programa de Pós-graduação em Administração Mestrado e Doutorado PPA-UEM. É membro do GIPEM - Grupo Interdisciplinar de Pesquisas e Estudos de Marketing e do G-COMO - Grupo de Estudos de Consumo de Moda. Possui Doutorado em Administração pela Universidade Federal do Paraná UFPR (2009) com a tese: Marcas como objeto de coleção: análise baseada nas motivações para colecionar e na Teoria de Cadeias Meios-Fim. Mestrado em Administração pela Universidade Federal do Paraná UFPR (2000) com a dissertação: O comportamento de presentear: uma análise exploratória; e Graduação em Administração pela Universidade Estadual de Londrina UEL (1997). Coordenadora do GT Consumo de Moda no Colóquio de Moda, Líder do Tema Comportamento do Consumidor no SEMEAD da USP e Líder do Tema Marketing e Sociedade na ANPAD.

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