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- Title
SUSCETIBILIDADE À INFLUÊNCIA INTERPESSOAL E VALOR PERCEBIDO NO CONSUMO DE TÊNIS DE CORRIDA.
- Authors
Ladeira, Wagner Junior; Dalmoro, Marlon
- Abstract
Two current studies of traditional marketing are analyzed in this paper to understand the use of running shoes: susceptibility to interpersonal influence and perceived value. The objective was to analyze the functional relationships between interpersonal influence and utility values / hedonic consumption of running shoes. For this, a theoretical base was searched based on Consumer Susceptibility to Interpersonal scale Influence (SUSCEP) and references that work hedonic and utilitarian values. Were theoretically constructed and validated four constructs that connect four hypotheses. This research applied 319 questionnaires runners in the city of Porto Alegre, Rio Grande do Sul The validation of the constructs in practice was done through a set of techniques pertaining to the calculation of structural equations. After the validation and analysis of the model was made final considerations of the findings of this research.
- Subjects
RIO Grande (Brazil); BRAZIL; HEDONISTIC consumption; RUNNING shoes; MARKETING; INDUSTRIAL management
- Publication
Revista Pretexto, 2012, Vol 13, Issue 1, p134
- ISSN
1517-672X
- Publication type
Article