Impacto da fidelidade à marca e da compra por impulso online na atitude do consumidor em relação à marca

• Maria Isabel Ribeiro ^[2] ; António Fernandes ^[2] ; Isabel Lopes ^[2] ; Teresa Guarda ^[1] ; José Avelino Victor ^[3]
  1. [1] Universidade do Minho

     Universidade do Minho

     Braga (São José de São Lázaro), Portugal

     
  2. [2] Instituto Politécnico de Bragança,Bragança, Portugal.
  3. [3] Instituto Politécnico da Maia, Maia, Portugal

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• Localización: RISTI: Revista Ibérica de Sistemas e Tecnologias de Informação, ISSN-e 1646-9895, Nº. Extra 34, 2020, págs. 106-118
• Idioma: portugués
• Títulos paralelos:
  • Impact of brand loyalty and online impulse buying on the consumer’s attitude towards the brand
• Enlaces
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• Resumen
  • English

    This study aimed to analyze the impact of brand loyalty and impulse buying online on the consumer’s attitude towards the brand. For this, a crosssectional, quantitative and analytical study was carried out, based on a non- probabilistic sample of 890 young people living in Portugal. The data were collected through a digital questionnaire from October 2019 to January 2020. A linear regression model was estimated to verify whether brand loyalty and impulse buying online are predictors of the consumer’s attitude towards the brand. The results show that the independent variables are predictors of the consumer’s attitude towards the brand. Finally, the value of R2 Adjusted shows that these predictors represent 25.5% of the consumer’s attitude towards the brand. In conclusion, brand loyalty and impulse buying online are dimensions with a decisive and positive role in the consumer’s attitude towards the brand.

  • português

    Este estudo teve como objetivo analisar o impacto da fidelidade à marca e da compra por impulso online na atitude do consumidor face à marca.

    Para isso, foi realizado um estudo transversal, quantitativo e analítico, com base numa amostra não probabilística de 890 jovens residentes em Portugal. Os dados, foram recolhidos através de um questionário em formato digital de outubro de 2019 a janeiro de 2020. Um modelo de regressão linear foi estimado para verificar se a fidelidade à marca e a compra por impulso online são preditores da atitude do consumidor face à marca. Os resultados revelaram que as variáveis independentes são preditores da atitude do consumidor face à marca. Finalmente, o valor do R2 Ajustado mostra que esses preditores explicam 25,5% da atitude do consumidor face à marca. Em conclusão, a fidelidade à marca e a compra por impulso online são dimensões com um papel decisivo e positivo na atitude do consumidor face à marca.

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