EMO ES E SATISFA O DE COMPRA EM SITUA O DE CROWDING: UMA ABORDAGEM CAPITAL VERSUS INTERIOR DOI: 10.5585/remark.v11i3.2371 EMOTIONS AND PURCHASING SATISFACTION IN A SITUATION OF CROWDING: CAPITAL CITY VERSUS SMALL CITY

Esta pesquisa investiga o comportamento do consumidor em condi o de alta densidade de loja, relacionando percep o de crowding, emo es e satisfa o do consumidor em duas cidades, com diferentes aspectos culturais. A partir de uma pesquisa quantitativa com 401 consumidores em ambiente real de varejo, os resultados mostram, conforme esperado, a influência da variável cultura nos construtos relacionados. Na cidade de interior, onde a aglomera o é encarada de forma positiva, a percep o de crowding foi menor e a satisfa o de compra e emo es positivas maiores. Na capital, onde os aspectos negativos da alta densidade s o mais intensos, houve maior percep o de crowding, menor satisfa o de compra e mais emo es negativas. This study aims to investigate consumer behavior under retail crowding conditions, related to crowding perception, emotions, and consumer satisfaction in two cities with different cultural aspects. A research was performed with 401 consumers in real store environments and the results showed, as was expected, the influence of culture on the constructs of crowding perception, emotions, and shopper satisfaction. In the small city, where the human and spatial agglomerations are seen positively, the crowding perception was lower, satisfaction and positive emotions, higher. In the big city, where the negative aspects of high density are more intense, there was higher crowding perception, lower shopper satisfaction, and more negative emotions.