Identificando os factores de influência da compra por impulso em adolescentes portugueses

Samuel Lins, Gabrielle Poeschl, Ana Eberhardt

Resumo


A compra por impulso tem sido uma área vastamente pesquisada, entretanto, raras investigações têm sido realizadas em Portugal e particularmente com o público adolescente. Esta pesquisa teve o objectivo de identificar factores influenciadores da compra impulsiva (variáveis sociodemográficas, práticas sociais e hábitos online, variáveis psicológica, de influência grupal e valores). Participaram 238 adolescentes portugueses (117 rapazes e 121 raparigas, com idade média de 15.43 anos) da cidade do Porto (Portugal). Os resultados mostram que o sexo de pertença não influência a compra por impulso, e que a frequência de visitas a centros comerciais por mês, o prazer nas compras, a importância atribuída à marca, a tendência a gastar mais na presença de amigos e o materialismo nas compras têm uma correlação positiva com a compra por impulso, enquanto os valores de bem-estar profissional apresentam uma relação negativa. Os resultados corroboram a literatura e contribuem para compreender melhor o comportamento de compra impulsiva em Portugal.


Palavras-chave


Adolescentes; Portugal; Compra por impulso; Valores

Texto Completo:

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Referências


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DOI: https://doi.org/10.14417/ap.920

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