O Papel do Materialismo como Mediador entre o Prazer nas Compras e a Compra por Impulso

Samuel Lincoln Bezerra Lins, Gabrielle Poeschl

Resumo


Muitas pesquisas foram realizadas sobre a compra por impulso, mas raros são os estudos com o público adolescente. O objetivo deste estudo foi testar um modelo de mediação do materialismo entre o prazer nas compras e a compra por impulso com adolescentes brasileiros (n = 482) e portugueses (n = 238), utilizando a técnica de modelagem de equações estruturais. Apesar de alguns problemas com o ajustamento do modelo de medida, o modelo apresentou bons índices de ajustamento para ambas as amostras, obtendo validade externa. Os resultados sugerem que os valores materialistas mediam a relação entre o prazer oriundo da atividade de compra e a compra por impulso, evidenciando a relação existente entre variáveis que foram estudadas separadamente em estudos prévios sobre a compra por impulso. Eles também constituem uma abordagem à problemática no Brasil e em Portugal em particular, e com o público adolescente, em geral.


Palavras-chave


Adolescentes; Compra por impulso; Mediação; Materialismo; Prazer

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DOI: http://dx.doi.org/10.15448/1980-8623.2015.1.16864



e-ISSN: 1980-8623 | ISSN-L: 0103-5371


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