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O impulso da pertenca: a influencia da identidade social na compra por impulso de jovens Portugueses

Author

Listed:
  • Rita Goncalves
  • Samuel Lincoln Bezerra Lins
  • Sibele Dias de Aquino
  • Luana Elayne Cunha de Souza

Abstract

A compra por impulso é um tema complexo e com variadas influencias. Este estudo experimental tem por objetivo analisar o efeito da identidade social, das emocoes e da marca do produto na tendencia de jovens para comprar sapatilhas por impulso. Participaram 545 jovens portugueses, que responderam a um questionário online sobre um cenário experimental de compra de sapatilhas da marca Adidas. Os resultados indicam que o desconto influencia a compra impulsiva e as emocoes positivas medeiam a relacao entre identificacao com jovens e compra por impulso. Também verificou-se uma propensao a apropriacao da marca como um marcador identitário da juventude portuguesa. Assim, além das características do produto, os processos grupais poderao estar relacionados com este comportamento de compra.

Suggested Citation

  • Rita Goncalves & Samuel Lincoln Bezerra Lins & Sibele Dias de Aquino & Luana Elayne Cunha de Souza, 2021. "O impulso da pertenca: a influencia da identidade social na compra por impulso de jovens Portugueses," Estudios Gerenciales, Universidad Icesi, vol. 37(161), pages 521-531, October.
    • Handle: RePEc:col:000129:019685
    DOI: 10.18046/j.estger.2021.161.3977
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    More about this item

    Keywords

    tendência a comprar por impulso; emoções; desconto; juventude; marca; identidade social;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • L67 - Industrial Organization - - Industry Studies: Manufacturing - - - Other Consumer Nondurables: Clothing, Textiles, Shoes, and Leather Goods; Household Goods; Sports Equipment

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