O impulso da pertença: a influência da identidade social na compra por impulso de jovens Portugueses

• Gonçalves, Rita ^[1] ; Lins, Samuel Lincoln Bezerra ^[1] ; Aquino, Sibele Dias de ^[2] ; Souza, Luana Elayne Cunha de ^[3]
  1. [1] Universidade Do Porto

     Universidade Do Porto

     Santo Ildefonso, Portugal

     
  2. [2] Pontifícia Universidade Católica do Rio de Janeiro

     Pontifícia Universidade Católica do Rio de Janeiro

     Brasil

     
  3. [3] Universidade de Fortaleza

     Universidade de Fortaleza

     Brasil

     

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• Localización: Estudios Gerenciales: Journal of Management and Economics for Iberoamerica, ISSN 0123-5923, Vol. 37, Nº. 161, 2021, págs. 521-531
• Idioma: portugués
• DOI: 10.18046/j.estger.2021.161.3977
• Títulos paralelos:
  • El impulso de la pertenencia: la influencia de la identidad social de los jóvenes Portugueses en la compra por impulso
  • The impulse of belonging: The influence of social identity of Portuguese youths on impulse buying
• Enlaces
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• Dialnet Métricas: 1 Cita
• Resumen
  • español

    La compra por impulso es un tema complejo con influencias diversas. Este estudio experimental tuvo como objetivo analizar el efecto de la identidad social, las emociones y la marca del producto en la tendencia de los jóvenes a comprar zapatillas por impulso. Participaron 545 jóvenes portugueses, quienes respondieron un cuestionario en línea sobre un escenario experimental para la compra de zapatillas Adidas. Los resultados indican que el descuento influye en la compra impulsiva y las emociones positivas median la relación entre la identificación con los jóvenes y la compra impulsiva. También hubo una propensión a apropiarse de la marca como marcador de identidad. Así, además de las características del producto, los procesos de grupo pueden estar relacionados con este comportamiento de compra.

  • English

    Impulse buying is a complex topic with varying influences. This experimental study aimed to analyze the effect of social identity, emotions, and product brand on the tendency of young people to buy sneakers by impulse. 545 young Portuguese took part, who answered an online questionnaire about an experimental scenario for the purchase of Adidas sneakers. The results indicate that the discount influences impulsive buying and positive emotions mediate the relationship between identification with young people and impulse buying. There was also a propensity to appropriate the brand as an identity marker for Portuguese youth. Thus, in addition to the characteristics of products, group processes may be related to this purchasing behavior.

  • português

    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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