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- Title
VONTADE DE COMPRAR? UM ESTUDO SOBRE A TENDÊNCIA DE CONSUMO POR IMPULSO.
- Authors
GOMES NETO, MANOEL BASTOS; BARBOSA LESSA, PATRICK WENDELL; NASCIMENTO SILVA, LUCAS EMMANUEL; DA ROCHA GRANGEIRO, REBECA; DE OLIVEIRA JÚNIOR, JOSÉ DEMÓSTENES
- Abstract
This article aims to evaluate the influence of behavioral traits on the impulse consumption trend. The type of sampling was non-probabilistic and for convenience (N = 294). The Impulse Buying Tendencies - IBT scale (Mittal, Chawla & Sondhi, 2016) was adapted and assessed for national context, then ANOVA tests were performed to analyze the influence of individual characteristics and behavior on IBT. The results show that gender, social class, age, the use of credit cards, the habit of attending and circulating in stores and shopping centers, whether with a defined purchase motivation or not, recommendations from third parties, the habit of shopping online, visiting websites and social networks, earning promotional coupons and being open to new experiences prove to be a significant determinant of IBT. This study provides a reflection on impulse buying studies in a national context, evaluating the factors that influence IBT and contributing to marketers in the development of effective projects and strategies to meet market demands.
- Subjects
IMPULSE buying; ONLINE social networks; CREDIT cards; CONSUMER behavior; SOCIAL classes; SHOPPING centers
- Publication
Revista de Administração de Roraima, 2022, Vol 12, p1
- ISSN
2237-8057
- Publication type
Article
- DOI
10.18227/2237-8057rarr.v12i0.7123