Aumentando a intenção de visita a hipermercados pelos consumidores por meio do marketing relacionado a causas: uma perspectiva da teoria do comportamento planejado

• Kay Tze Hong ^[1] ; Siew Imm Ng ^[1] ; Raja Nerina Raja Yusof ^[1] ; Shivee Ranjanee Kaliappan ^[1]
  1. [1] Universidade Putra Malásia (Malasia)
• Localización: RBGN: Revista Brasileira de Gestão de Negócios, ISSN 1806-4892, Vol. 21, Nº. 3, 2019, págs. 435-463
• Idioma: portugués
• DOI: 10.7819/rbgn.v21i3.4008
• Enlaces
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• Resumen

  • Objetivo – Este estudo pretende abranger os fatores que afetam a intenção dos consumidores de participar de um marketing relacionado a uma causa (MRC) e como o MRC influencia sua intenção de visitar os hipermercados na Malásia.

    Metodologia – Por meio de um questionário respondido pelo próprio entrevistado e utilizando uma técnica de interceptação no local de compra, foi coletado um total de 460 amostras de consumidores da Malásia. O Modelo de Equação Estrutural foi então utilizado para analisar os dados.

    Resultados – Os resultados mostram que três variáveis (imagem percebida da RSC, identificação entre consumidor-empresa e adequação percebida da empresa-causa) de quatro previram significativamente a atitude dos consumidores em relação ao MRC. Verificou-se também que dois componentes (atitude e controle comportamental percebido) de três na teoria do comportamento planejado estavam significativamente relacionados à intenção de participar do MRC. Por fim, descobriu-se que a intenção de participar do MRC influencia a intenção de visitar o hipermercado.

    Contribuições – A teoria proposta do comportamento planejado (TCP) foi considerada aplicável na previsão da intenção de participar do MRC e da intenção de visitar o hipermercado. Isso mostra que os consumidores são mais propensos a aumentar a intenção de visitar um hipermercado que adota uma campanha de MRC, o que nos leva a destacar as principais implicações para a gestão do hipermercado e novas áreas de estudo nesse campo.

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