Estratégias de merchandising de e-commerces de moda pela ótica da economia comportamental
Data
2023-01-05
Autores
Antunes, Jeovana de Jesus 
Orientadores
Araújo, Veneziano de Castro
Tipo
Trabalho de conclusão de curso
Título da Revista
ISSN da Revista
Título de Volume
Resumo
O presente trabalho buscou demonstrar como os conceitos da Economia Comportamental são explorados dentro das estratégias de merchandising pelos principais players de e-commerces de moda, analisando quais heurísticas são trabalhadas e como elas são incorporadas aos websites em questão, além de entender quais benefícios as empresas extraem de cada viés. Para isso, inicialmente, foram mapeados os principais players do setor, que então foram analisados por meio de um método observacional qualitativo. As heurísticas comportamentais são constantemente exploradas pelos e-commerces na forma de nudges; ou seja, ao apresentar um produto de maneira específica, a empresa busca beneficiar-se de vieses sistemáticos do indivíduo de maneira que eles sejam influenciados, estimulando uma compra impulsiva. Exemplificativamente, a presença e o uso de departamentalização, preço original e preço corrente, ofertas relâmpago e opções padrões relacionam-se diretamente com a contabilidade mental, a ancoragem, a aversão à perda e ao viés de status quo; demonstrando, dessa forma, como é possível estabelecer pontes entre os conceitos da Economia Comportamental e as estratégias utilizadas dentro dos canais de venda online. Com a análise, é possível entender como as empresas objetivam estimular os consumidores a realizar uma compra por impulso. E apesar de ser possível notar que muitas das estratégias de merchandising são estabelecidas de maneira semelhantes, outras já são aplicadas de maneira mais abundante por alguns players. Essa promoção da impulsividade, apesar de ser importante para as empresas no que tange a superação das barreiras dos meios digitais, também são prejudiciais a sociedade, relacionando-se com o fast fashion e a problemas financeiros individuais, como o endividamento.
This paper sought to demonstrate how the concepts of Behavioral Economics are explored within the merchandising strategies by major players in fashion e-commerce, analyzing which heuristics are worked and how they are incorporated into the websites in question, in addition to understanding which benefits companies draw from each bias. To do this, the main players in the industry were initially mapped, which were then analyzed using a qualitative observational method. Behavioral heuristics are constantly exploited by e-commerces in the form of nudges; that is, by presenting a product in a specific way, the company seeks to benefit from the individual's systematic biases so that they are influenced, stimulating an impulsive purchase. Exemplarily, the presence and use of departmentalization, original and current pricing, flash offers, and standard options relate directly to mental accounting, anchoring, loss aversion, and status quo bias; demonstrating how it is possible to bridge the concepts of Behavioral Economics with the strategies used within online sales channels. With the analysis, it is possible to understand how companies aim to stimulate consumers to make an impulse purchase. And although it is possible to note that many of the merchandising strategies are established in a similar way, others are already applied more abundantly by some players. This promotion of impulsiveness, while important for companies in overcoming the barriers of digital media, is also harmful to society, being related to fast fashion and individual financial problems, such as debt.
This paper sought to demonstrate how the concepts of Behavioral Economics are explored within the merchandising strategies by major players in fashion e-commerce, analyzing which heuristics are worked and how they are incorporated into the websites in question, in addition to understanding which benefits companies draw from each bias. To do this, the main players in the industry were initially mapped, which were then analyzed using a qualitative observational method. Behavioral heuristics are constantly exploited by e-commerces in the form of nudges; that is, by presenting a product in a specific way, the company seeks to benefit from the individual's systematic biases so that they are influenced, stimulating an impulsive purchase. Exemplarily, the presence and use of departmentalization, original and current pricing, flash offers, and standard options relate directly to mental accounting, anchoring, loss aversion, and status quo bias; demonstrating how it is possible to bridge the concepts of Behavioral Economics with the strategies used within online sales channels. With the analysis, it is possible to understand how companies aim to stimulate consumers to make an impulse purchase. And although it is possible to note that many of the merchandising strategies are established in a similar way, others are already applied more abundantly by some players. This promotion of impulsiveness, while important for companies in overcoming the barriers of digital media, is also harmful to society, being related to fast fashion and individual financial problems, such as debt.
Descrição
Citação
ANTUNES, Jeovana de Jesus. Estratégias de merchandising de e-commerces de moda pela ótica da economia comportamental. 2023. Trabalho de Conclusão de Curso (Bacharelado em Ciências Econômicas) - Universidade Federal de São Paulo, Escola Paulista de Política, Economia e Negócios, Osasco, 2023.