O impulso da pertença: a influência da identidade social na compra por impulso de jovens Portugueses
DOI:
https://doi.org/10.18046/j.estger.2021.161.3977Palavras-chave:
tendência a comprar por impulso, emoções, desconto, juventude, marca, identidade socialResumo
A compra por impulso é um tema complexo e com variadas influências. Este estudo experimental tem por objetivo analisar o efeito da identidade social, das emoções e da marca do produto na tendência 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 emoções positivas medeiam a relação entre identificação com jovens e compra por impulso. Também verificou-se uma propensão à apropriação da marca como um marcador identitário da juventude portuguesa. Assim, além das características do produto, os processos grupais poderão estar relacionados com este comportamento de compra.
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