O IMPACTO DAS DIMENSÕES AFETIVAS DA CONFIANÇA E DO RISCO NA CONVERSÃO DE LEADS NO AMBIENTE WEB: VALIDANDO MODELOS DE MENSURAÇÃO EMOCIONAL POR RESPOSTA IMPLÍCITA NO AMBIENTE ONLINE
DOI:
https://doi.org/10.47820/recima21.v6i4.6346Palavras-chave:
Neuro Design, Confiança Emocional-Risco Afetivo, Funil de Vendas, Landing Page, Web DesingnResumo
O objetivo deste estudo é investigar como as questões emocionais relacionadas à confiança e ao risco, alocadas nos elementos de neuro design, podem impactar a conversão de visitantes em leads em uma landing page. A ideia central é compreender como a resposta emocional, relacionada às tomadas de decisão dos indivíduos no ambiente web, impacta positivamente o desempenho nas fases iniciais do funil de vendas. A metodologia utilizada neste artigo foi desenvolvida em três fases: levantamento bibliográfico e pesquisa exploratória de campo. Na primeira fase da pesquisa, buscou-se identificar as diferenças existentes na taxa de conversão por meio de um teste A/B. Na segunda etapa, a investigação, desenvolvida com base nos conceitos de mensuração de resposta implícita (IAT), adaptou os constructos analisados, levantando dados para descrever a amostra principal e, posteriormente, compará-la ao grupo alternativo da hipótese do estudo. Os resultados obtidos indicam um vínculo entre a resposta emocional à confiança e ao risco e as conversões, especialmente em função das diferenças no perfil afetivo dos usuários. Como contribuição, o estudo oferece bases de análise para a resposta emocional aplicável ao ambiente web, com amplas possibilidades de aplicação.
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