Conexão visual e emocional e a intenção de comprar lingerie para mulheres e a moderação do seu estado civil

• Autores: Rafael Mendes Lübeck, Aline Hopner, Fernando Oliveira Santini, Joao Paulo Capelli Martins
• Localización: Race: revista de administração, contabilidade e economia, ISSN 1678-6483, ISSN-e 2179-4936, Vol. 15, Nº. 1, 2016 (Ejemplar dedicado a: RACE_v. 15_n_1_jan./abr. 2016), págs. 251-274
• Idioma: portugués
• DOI: 10.18593/race.v15i1.7169
• Enlaces
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• Resumen

  • O objetivo com este estudo foi analisar a relação entre a conexão visual (sensorial) e a conexão emocional dos consumidores com a intenção de comprar um produto feminino (roupas íntimas) e o efeito moderador do estado civil nessa relação. Para esse fim, um estudo quantitativo foi realizado com uma amostra por conveniência (n = 241), no qual os resultados foram analisados por modelagem de equações estruturais. Concluiu-se que a intenção de comprar lingerie para mulheres na amostra obtida ocorre pela conexão visual e emocional com o produto e que a relação entre conexão emocional e intenção de compra é moderada pelo estado civil da entrevistada.

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