Mulheres compram mais? Uma análise das emoções e do gênero na compra por impulso

Autores

  • Eduardo Mesquita Universidade Nove de Julho - UNINOVE
  • Taina Townsend Universidade Nove de Julho - UNINOVE

Palavras-chave:

Compra por impulso online, Compra por humor, Estresse, Depleção do ego, Gênero

Resumo

Objetivo da pesquisa: este estudo buscou analisar o efeito do estresse na compra por impulso online. Testamos este efeito de forma direta e por meio da mediação seriada moderada. Utilizamos como mediadoras a depleção do ego e compra para melhorar o humor. A moderadora utilizada foi o gênero (homens versus mulheres) dos indivíduos.

Metodologia: O estudo foi conduzido por meio de um survey com estudantes de uma IES que fizeram alguma compra online nos 3 meses anteriores à coleta de dados. Dentre 380 alunos visualizaram o link da perquisa via QuestionPro, apenas 196 iniciaram a pesquisa e 100 responderam os questionários de forma completa. A análise ocorreu por meio de testes t de Student para amostras independentes. Para analisar o modelo condicional utilizamos o software SPSS com apoio do modelo 87 da macro Process.

Principais resultados: Os resultados demonstram como o estresse e a depleção do ego levam os consumidores a fazerem mais compras por impulso como forma de melhorar o humor. Este mecanismo é moderado pelo gênero (homens versus mulheres), demonstrando que a tendência em usar a compra com mais frequência para melhorar o humor e a intensidade desse comportamento (comprar mais ou menos por impulso) não é a mesma entre homens e mulheres.

Conclusões: Embora a literatura reconheça que as mulheres compram mais por impulso, este estudo contribui com novas reflexões sobre como as emoções afetam o comportamento de ambos os gêneros de forma diferente.

Biografia do Autor

Eduardo Mesquita, Universidade Nove de Julho - UNINOVE

Doutor pelo Programa de Pós-graduação em Administração (PPGA-Consumo e transformação digital) da Universidade Nove de Julho (2020). Mestre em Administração (Marketing) pelo Programa de Pós-graduação em Administração (PPGA) da Universidade Nove de Julho (2019). Bacharel em Administração (2017), pós-graduado em Gestão de Pessoas (2016) e graduado em Marketing (2015) pela Universidade Nove de Julho. Atualmente é Professor na USP/ESALQ, no Senac-SP e na PUC-Campinas. Também atua como Brand Research Business Unit Leader na Ilumeo – Data Science Company.

Áreas de interesse em pesquisa em Comportamento do Consumidor com ênfase em: Fake News, Review (falsas e genuínas), Foco regulatório e transgressão da marca.

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Publicado

2024-02-01

Como Citar

Mesquita, E., & Townsend, T. (2024). Mulheres compram mais? Uma análise das emoções e do gênero na compra por impulso. International Journal of Business Marketing, 8(2), 77–89. Recuperado de https://ijbmkt.org/ijbmkt/article/view/270

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