“Just do it”: motivaciones hedónicas de compra predicen el comportamiento del consumidor más allá de la personalidad

DOI:  https://doi.org/10.12804/revistas.urosario.edu.co/apl/a.11501

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Publicado: sept 13, 2024
Número: Vol. 42 Núm. 1 (2024): Avances en Psicología Latinoamericana
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Palabras clave: Motivaciones hedónicas de compra compra impulsiva Big Five análisis factorial confirmatorio comportamiento del consumidor psicología del consumidor

Contenido principal del artículo

Autores/as

  Sibele D. Aquino
Pontifical Catholic University of Rio de Janeiro (PUC-Rio), Brazil. Laboratory of Research in Social Psychology (L2PS), Brazil.
  Jean C. Natividade
Pontifical Catholic University of Rio de Janeiro (PUC-Rio), Brazil. Laboratory of Research in Social Psychology (L2PS), Brazil.

Resumen

El presente estudio tuvo como objetivo probar el poder explicativo de las motivaciones hedónicas de compra para la tendencia impulsiva de compra y los comportamientos específicos de compra, y así presentar las propiedades psicométricas de la versión adaptada brasileña de la escala de Motivaciones Hedónicas de Compra (HSM). Esta escala evalúa seis factores de motivos hedónicos de compra: compras de aventura, compras de gratificación, compras de rol, compras de valor, compras sociales y compras de ideas. Tras el proceso de traducción, 429 adultos (Medad = 34,5; 73,7 % mujeres) completaron el instrumento. Los análisis factoriales confirmatorios indicaron que el modelo de seis factores era el que mejor se ajustaba a los datos, al igual que la versión original del instrumento. Los factores también mostraron índices de fiabilidad satisfactorios. Aunque encontramos correlaciones significativas entre el hsm y los Cinco Grandes Factores, estas correlaciones eran solo débiles. Por el contrario, encontramos correlaciones positivas moderadas entre los factores aventura, gratificación e idea de la escala hsm y la compra impulsiva. El instrumento mostró pruebas satisfactorias de validez, lo que indica la fiabilidad de la escala para su uso en Brasil. Los resultados también indicaron que la escala hsm predijo comportamientos de compra específicos y compra impulsiva, más allá de los Cinco Grandes. Este estudio amplía nuestra comprensión de las diferencias individuales en los comportamientos de compra, especialmente al mostrar que la gratificación es el mejor predictor de la compra impulsiva.

Biografía del autor/a

Sibele D. Aquino, Pontifical Catholic University of Rio de Janeiro (PUC-Rio), Brazil. Laboratory of Research in Social Psychology (L2PS), Brazil.

Se licenció en Comunicación Social, especialidad Publicidad (FACHA) en 1998. Ha trabajado en comunicación y marketing en empresas privadas durante más de 15 años. Es especialista lato sensu en Comunicación Empresarial y especialista lato sensu en Marketing de Servicios. Tiene un máster en Psicología Social y estudia un doctorado en Psicología. Es investigadora del Laboratorio de Investigación en Psicología Social de la PUC-Rio.

Cómo citar
Aquino, S. D., & Natividade, J. C. (2024). “Just do it”: motivaciones hedónicas de compra predicen el comportamiento del consumidor más allá de la personalidad. Avances En Psicología Latinoamericana , 42(1). https://doi.org/10.12804/revistas.urosario.edu.co/apl/a.11501
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