O papel do estímulo olfativo em brechós: análise de satisfação e recompra no contexto da atmosfera de uma loja virtual

Abstract

The growth of electronic commerce has intensified the need for brands to differentiate themselves through the experience offered to consumers, especially regarding virtual store atmosphere and sensory marketing strategies. In this context, this study aims to analyze the role of olfactory stimuli in online retail sales, considering their influence on customer satisfaction, repurchase intention, and the perception of virtual store atmosphere. This research adopts a qualitative and descriptive approach, conducted through semi-structured interviews with customers of the thrift store Two Closet who had previously made online purchases and received products with scented packaging. Data were analyzed using content analysis techniques. The results indicate that the virtual store atmosphere, characterized by organized digital platforms, clear information, and the use of fitting videos, significantly contributes to customer engagement and perceived product quality. Furthermore, olfactory stimuli present in the packaging and products evoke positive feelings such as comfort, pleasure, and care, reinforcing brand identity and enhancing satisfaction at the moment of product delivery. However, the findings reveal that repurchase intention is associated with the overall brand experience, in which scent acts as a complementary differentiating factor rather than replacing functional attributes such as service quality, pricing, and product quality. It is concluded that the integration of virtual store atmosphere and olfactory stimuli contributes to the creation of more positive and memorable online shopping experiences.