Fatores que motivam a compra por impulso no contexto da compra coletiva online
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Rodríguez-Orejuela, A., Peña-García, N., & Casañas-Chavez, M. I. (2021). Fatores que motivam a compra por impulso no contexto da compra coletiva online. Escuela De Administración De Negocios, (89), 177–196. https://doi.org/10.21158/01208160.n89.2020.2846
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Este estudo tem como objetivo compreender os fatores que promovem a compra por impulso em sites de compras coletivas, por meio da abordagem da teoria psicológica ambiental de estímulo-organismo-resposta (S-O-R). Foram analisados os estímulos de disponibilidade percebida do produto e atratividade visual, além da reação cognitiva e a telepresença como organismos e finalmente, como resposta, a necessidade de comprar impulsivamente. Realizou-se uma pesquisa quantitativa através de uma entrevista pessoal com questionário estruturado a 403 consumidores de lojas de compras coletivas online. Os dados foram tratados com EQS 6.3, a partir de uma análise fatorial confirmatória e equações estruturais para contrastar as hipóteses. Os resultados indicaram, por um lado, que uma percepção positiva do consumidor quanto à disponibilidade do produto e o atrativo visual no site de compras coletivas online influenciam positivamente na telepresença, que por sua vez influencia positivamente a sensação de compra por impulso do consumidor online e, por outro lado, observou-se que a reação cognitiva vai no sentido contrário à necessidade de comprar por impulso. Assim, é possível estabelecer lojas que consigam administrar a necessidade de comprar impulsivamente quando uma ação promocional é necessária, mas não pode ser administrado como uma atividade promocional regular em uma empresa que espera permanecer no mercado.
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Boon, E.; Pitt, L.; Ofek, N. (2015). «Deal of the day»: an analysis of subscriber purchase behavior. Tourism and Hospitality Research, 15(2), 105-114. DOI: https://doi.org/10.1177/1467358414567798
Bressolles, G.; Durrieu, F.; Giraud, M. (2007). The impact of electronic service quality’s dimensions on customer satisfaction and buying impulse. Journal of Customer Behaviour, 6(1), 37-56. DOI: https://doi.org/10.1362/147539207X198365
Burroughs, J. (1996). Product symbolism, self-meaning, and holistic matching: the role of information processing in impulsive buying. Advances in Consumer Research, 23, 463-469. Recuperado de https://bit.ly/32DWuC9
Chan, T. K.; Cheung, C. M.; Lee, Z. W. (2016). The state of online impulse-buying research: a literature analysis. Information & Management, 54(2), 204-217. DOI: https://doi.org/10.1016/j.im.2016.06.001
Chang, S. H.; Chih, W. H.; Liou, D. K.; Hwang, L. R. (2014). The influence of web aesthetics on customers’ PAD. Computers in Human Behavior, 36, 168-178. DOI:
https://doi.org/10.1016/j.chb.2014.03.050
Chen, C. C.; Yao, J. Y. (2018). What drives impulse buying behaviors in a mobile auction? The perspective of the Stimulus-Organism-Response model. Telematics and Informatics, 35(5), 1249-1262. DOI: https://doi.org/10.1016/j.tele.2018.02.007
Chen, J.; Kauffman, R. J.; Liu, Y.; Song, X. (2010). Segmenting uncertain demand in group-buying auctions. Electronic Commerce Research and Applications, 9(2), 126-147. DOI: https://doi.org/10.1016/j.elerap.2009.03.001
Coley, A.; Burgess, B. (2003). Gender differences in cognitive and affective impulse buying. Journal of Fashion Marketing and Management: An International Journal, 7(3), 282-295. DOI: https://doi.org/10.1108/13612020310484834
Coyle, J. R.; Thorson, E. (2001). The effects of progressive levels of interactivity and vividness in web marketing sites. Journal of Advertising, 30(3), 65-77. DOI: https://doi.org/10.1080/00913367.2001.10673646
Erdogmus, I. E.; Cicek, M. (2011). Online group buying: what is there for the consumers. Procedia Social and Behavioral Sciences, 24, 308-316. DOI: https://doi.org/10.1016/j.sbspro.2011.09.138
Eroglu, S. A.; Machleit, K. A.; Davis, L. M. (2001). Atmospheric qualities of online retailing: a conceptual model and implications. Journal of Business research, 54(2), 177-184. DOI: https://doi.org/10.1016/S0148-2963(99)00087-9
Flapper, S. D. P.; González-Velarde, J. L.; Smith, N. R.; Escobar-Saldívar, L. J. (2010). On the optimal product assortment: comparing product and customer-based strategies. International Journal of Production Economics, 125(1), 167-172. DOI: https://doi.org/10.1016/j.ijpe.2010.01.017
Floh, A.; Madlberger, M. (2013). The role of atmospheric cues in online impulse-buying behavior. Electronic Commerce Research and Applications, 12(6), 425-439. DOI: https://doi.org/10.1016/j.elerap.2013.06.001
Fornell, C.; Larcker, D. F. (1981). Structural equation models with unobservable variables and measurement error: algebra and statistics. Journal of Marketing Research, 18(3), 382-388 DOI: https://doi.org/10.1177/002224378101800313
Gao, W.; Liu, Y.; Liu, Z.; Li, J. (2018). How does presence influence purchase intention in online shopping markets? An explanation based on self-determination theory. Behaviour & Information Technology, 37(8), 786-799. DOI: https://doi.org/10.1080/0144929X.2018.1484514
Gillenson, M. L.; Sherrell, D. L. (2002). Enticing online consumers: an extended technology acceptance perspective. Information & Management, 39(8), 705-719. DOI:https://doi.org/10.1016/S0378-7206(01)00127-6
Hassanein, K.; Head, M. (2005). The impact of infusing social presence in the web interface: an investigation across product types. International Journal of Electronic Commerce, 10(2), 31-55. DOI: https://doi.org/10.2753/JEC1086-4415100202
He, Y.; Oppewal, H. (2018). See how much we’ve sold already! effects of displaying sales and stock level information on consumers’ online product choices. Journal of Retailing, 94(1), 45-57. DOI: https://doi.org/10.1016/j.jretai.2017.10.002
Heeter, C. (2003). Reflections on real presence by a virtual person. Presence. Teleoperators & Virtual Environments, 12(4), 335-345. DOI: https://doi.org/10.1162/105474603322391587
Hernández, R.; Fernández, C.; Baptista, P. (2014). Metodología de la investigación. Ciudad de México: McGraw Hill.
Iglesias, I. (01 de abril de 2015). Groupon Colombia ofrecerá nueva web y más servicios. Portafolio. Recuperado de https://bit.ly/3gtZ0TB
Jang, S. S.; Namkung, Y. (2009). Perceived quality, emotions, and behavioral intentions: application of an extended Mehrabian-Russell model to restaurants. Journal of Business Research, 62(4), 451-460. DOI: https://doi.org/10.1016/j.jbusres.2008.01.038
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