摘要：Com estrat¨¦gia de m¨¦todos mistos, este estudo investiga as reaçőes de homens e mulheres ¨¤ aglomeraçăo humana e espacial em est¨˘dio em ocasi.o da ¨˛ltima Copa do Mundo, relacionando percepçăo de crowding a emoçőes e satisfaçăo do consumidor. A pesquisa quantitativa tem como base a escala de Percepçăo de Crowding e apresenta 270 casos analisados a partir do m¨¦todo de Modelagem de Equaçőes Estruturais. A abordagem qualitativa desenvolve-se a partir de entrevistas em profundidade com sujeitos da amostra quantitativa. Os resultados indicam que a aglomeraçăo de pessoas desencadeia reaçőes negativas para mulheres. A aglomeraçăo espacial, por sua vez, influencia negativamente as emoçőes positivas de homens e mulheres. No entanto, tal influ¨şncia n.o afeta a satisfaçăo desses consumidores. Houve ind¨Şcios de que g¨şnero modera a relaçăo entre percepçăo de crowding - humana e espacial ¨C e satisfaçăo do consumidor, mediada pelas emoçőes. Ainda, os dados qualitativos sugerem a influ¨şncia de outros fatores na rea..o ¨¤ aglomeraçăo em est¨˘dio, tais com percep ..o de seguran.a, assiduidade, escassez do evento, apre.o por futebol e vit¨®ria do time
其他摘要：With the use of m ixed methods, this study investigates women's and men's reactions to human and spatial crowding in soccer stadium on occasion of the World Cup. The quantitative research is base on the scale of Perception of Crowding and the data was analyzed using the technique of Structural Equation Model. With regards to qualitative approach, an in-depth interview was conducted with participants of the quantitative research. The results indicated negative reactions to crowding regarding women. The spatial crowding, in turn, decreases women's and men's positive emotions. However, the negative relation between these two variables does not affected consumer satisfaction. There were evid ences that gender moderates the relation between perception of crowding ¨C human and spatial ¨C and consumer satisfaction, mediated by emotions. Furthermore, the qualitative study suggests that other factors influence reactions to crowding in stadium, such as perception of security, assiduity, scarcity of the event, appreciation for soccer and team victory
关键词：Percepçăo de crowding; Emoçőes; Satisfaçăo do consumidor; G¨şnero; Est¨˘dio de futebol
其他关键词：Perception of Crowding; Emotions; Consumer satisfaction; Gender; Soccer stadium
