Esse estudo apresenta algumas limitações e, destas, seguem algumas sugestões para pesquisas futuras. Primeiro, o uso de escalas prontas (traduzidas) pode ser vista como uma limitação deste estudo, pois pode não ter capturado completamente as percepções e sentimentos dos respondentes por ter sido criada com base na percepção e na linguagem de uma cultura diferente. Portanto, sugere-se que sejam criadas escalas sobre percepção de justiça, percepção de pressão para comprar e amizade no contexto brasileiro. Segundo, o estudo forneceu evidências sobre a percepção de pressão para comprar, no entanto, seria interessante a realização de uma fase qualitativa do estudo para buscar compreender mais profundamente o sentimento de obrigação de comprar, bem como a relação de proximidade/amizade que existe entre revendedores e consumidores, o que caracteriza a relação de amizade entre eles e quais os limites deste relação. Terceiro, variáveis como assertividade do consumidor, confiança e autonomia do consumidor poderiam ajudar a compreender o comportamento do consumidor em relação ao revendedor na presença/ausência de pressão para comprar. Quarto, estudar o comportamento do consumidor brasileiro na venda direta em comparação ao comportamento de consumidores de países com diferentes traços culturais (como USA, por exemplo), tendo em vista a caracterização do brasileiro como culturalmente orientado para o relacionamento, que é um fator chave no contexto da venda direta.
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APÊNDICE
APÊNDICE B – Escalas utilizadas no estudo
CONCEITO/
CONSTRUTO ESCALAS RÓTULO ITEM REFERÊNCIA
TPRESS_1 A revendedora abusou das táticas de pressão para vender
para mim.
TPRESS_2 A revendedora pareceu NÃO usar de táticas de pressão
para vender.(R)
TPRESS_3 A revendedora foi insistente.
TPRESS_4 A revendedora usou uma abordagem agressiva para vender
para mim.
Nível de pressão
percebida N_PRESS_REV
Considerando uma escala de 1 a 7, o quanto você se sentiu pressionada pela revendedora?
Bearden & Netemeyer (1999)
PJ_PROC_1 A revendedora utilizou de práticas justas para vender para
mim.
PJ_PROC_2 A revendedora me tratou de forma ética.
PJ_PROC_3
Em que medida, de maneira geral, o processo de venda realizado pela revendedora foi justo? Avalie utilizando uma
escala de 1 a 7.
PJ_DISTR_1 O serviço oferecido pela revendedora excedeu minhas
expectativas.
PJ_DISTR_2 No geral, a revendedora foi muito justa comigo.
PJ_DISTR_3 No geral, eu sinto que a revendedora ofereceu um serviço
adequado para mim.
PJ_DISTR_4 Eu fiquei contente com o resultado do meu contato com a
revendedora.
Bowman e Narayandas (2001)
PJ_INT_1 A revendedora me tratou de forma digna, como eu acredito
que mereço.
PJ_INT_2 A revendedora se comunicou comigo de maneira respeitosa.
PJ_INT_3 A revendedora entendeu minhas necessidades.
Relação de
proximidade N_PROXIM
Numa escala de 1 a 7, como você descreveria o nível de
proximidade entre você e a revendedora? Grayson (2007)
AMIZADE_1 Considero a revendedora como amiga
AMIZADE_2 Eu gosto de conversar com a revendedora.
AMIZADE_3 Minhas compras ajudam a revendedora em seu trabalho.
AMIZADE_4 A revendedora realmente se importa comigo e não em
apenas vender para mim.
RECOMP_REV_1 Se eu precisar de produtos no futuro, eu comprarei com a
mesma revendedora.
RECOMP_REV_2 Se eu estiver precisando de um produto, eu considero
comprar da mesma revendedora.
RECOMP_REV_3 Se eu precisar comprar algum produto no futuro próximo, eu
NÃO compraria com essa revendedora.(R)
BB_REV_1 Eu provavelmente vou dizer coisas positivas sobre essa
revendedora.
BB_REV_2 Eu recomendaria essa revendedora para os meus amigos.
BB_REV_3
Se meus amigos estivessem procurando por uma revendedora, eu falaria para eles comprarem com essa
revendedora.
EM_ALEGRE Alegre
EM_VALORIZADA Sendo valorizado
EM_FELIZ Feliz
EM_ORGULHOSA Orgulhoso
EM_ANIMADA Se sentiu animado
EM_COM RAIVA Com raiva
EM_TRISTE Triste
EM_CHATEADA Chateado
EM_MALHUM Mal humorado
EM_NERVOSA Nervoso
AMIZADE
Amizade Ahn, Ock, Greene &
Rho (2014) PERCEPÇÃO DE PRESSÃO PARA COMPRAR Táticas de pressão para vender
Kennedy, Ferrell & LeClair (2001) PERCEPÇÃO DE JUSTIÇA Processual Yi &Gong (2008) Distributiva Yi &Gong (2008) Interacional Yi &Gong (2008) EMOÇÕES Positivas Schoefer & Diamantopoulos (2008) Negativas RECOMPRA COM A REVENDEDORA Intenção de recompra Maxham & Netemeyer (2002) BOCA-A-BOCA DA REVENDEDORA Intenção de boca-a- boca Maxham & Netemeyer (2002)
APÊNDICE D – Resultados da avaliação da validade discriminante do modelo de mensuração
A primeira avaliação do modelo de mensuração para validade discriminante: (1) Pelo critério de Fornell-Lecker
AMIZADE COMP_REV EM_N EM_P PJ TPRESS
AMIZADE 0,918 COMP_REV 0,710 0,927 EM_N -0,453 -0,664 0,871 EM_P 0,669 0,698 -0,626 0,889 PJ 0,609 0,788 -0,732 0,701 0,861 TPRESS -0,381 -0,559 0,563 -0,449 -0,618 0,775 Alfa de Cronbach 0,908 0,959 0,921 0,932 0,942 0,832 Fiabilidade composta 0,942 0,968 0,940 0,949 0,953 0,881 Variância Média Extraída (AVE) 0,843 0,860 0,759 0,790 0,742 0,600 Média 4,8 5,7 1,9 4,5 5,4 3,0 Moda 7 7 1 4 7 1 Desvio padrão 2,00 1,89 1,60 1,90 1,73 2,05
A tabela deve ser interpretada da seguinte maneira, os valores na diagonal representam as raízes quadradas das variáveis médias extraídas (AVEs), que são o parâmetro de avaliação de validade discriminante pelo critério de Fornell-Lecker, e devem ser maiores que os valores presentes nas sua respectivas colunas e linhas, que representam a correlação entre variáveis latentes. Valores acima de 0,7 são considerados valores de correlação alta, e portanto, não é desejável que a correlação entre variáveis latentes seja maior que 0,7. Os dados mostram que há uma alta correlação positiva entre os construtos PJ, COMP_REV, EM_P e AMIZADE com valores acima de 0,7. A variável latente PJ apresentou alta correlação com as variáveis latentes COMP_REV e EM_P; e a variável latente COMP_REV apresentou alta correlação com a variável latente