Co-criação em negócios convencionais e colaborativos
DOI:
https://doi.org/10.18046/j.estger.2019.151.3055Palavras-chave:
consumo colaborativo, co-criação, negócios de modaResumo
Este estudo buscou entender como a predisposição do consumidor à co-criação varia entre os negócios de moda convencionais e colaborativos. Para isso, foi realizada uma investigação indutiva, de natureza quantitativa, por meio de um quase-experimento em que foram construídos dos cenários: negócios colaborativos e negócios convencionais. Os dados foram obtidos por meio de um questionário que mediu a percepção do consumidor em relação ao Diálogo, Acesso, Riscos e Benefícios e Transparência (DART) após o projeto do experimento. A análise estatística consistiu em análise descritiva, de confiabilidade, fatorial e comparação de médias. A análise dos dados gerou a rejeição de algumas hipóteses. Conclui-se que existem diferenças nos dois tipos de negócios quanto à predisposição para a co-criação, constatando que os negócios convencionais mostram uma predisposição à co-criação do que os negócios colaborativos.
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