“Just do it”: motivações hedônicas para compras predizem o comportamento do consumidor para além da personalidade

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

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Publicado: sept 13, 2024
Edição: v. 42 n. 1 (2024): Avances en Psicología Latinoamericana
Seção Artículos


Palavras-chave: Motivações Hedônicas para compras Compra por Impulso Big Five análise fatorial confirmatória comportamento do consumidor psicologia do consumidor

Conteúdo do artigo principal

Autores

  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.

Resumo

O presente estudo teve como objetivo testar o poder preditivo das motivações hedônicas de compra para a tendência de compra impulsiva e comportamentos específicos de compra; além de apresentar propriedades psicométricas da versão brasileira adaptada da escala Hedonic Shopping Motivations (HSM). Essa escala avalia seis fatores de motivos hedônicos para compras: comprar por aventura, comprar por gratificação, comprar por papel social, comprar por valor, comprar por socialização e comprar por novidade. Após o processo de tradução, 429 adultos (Midade = 34,5; 73,7 % mulheres) responderam ao instrumento. As análises fatoriais confirmatórias indicaram que o modelo de seis fatores foi o que melhor se ajustou aos dados, como a versão original do instrumento. Os fatores também apresentaram índices de confiabilidade satisfatórios. Embora tenhamos encontrado correlações significativas entre a hsm e os Cinco Grandes Fatores de personalidade, tais correlações foram fracas. Por outro lado, encontramos correlações positivas moderadas entre os fatores aventura, gratificação e novidade da escala hsm e a compra impulsiva. O instrumento apresentou evidências satisfatórias de validade, indicando a adequação da escala para uso no Brasil. Os resultados também indicaram que a escala hsm predisse comportamentos específicos de compra e compra impulsiva para além dos Cinco Grandes Fatores. Esse estudo amplia nossa compreensão das diferenças individuais nos comportamentos de compra, especialmente ao mostrar que a gratificação é o melhor preditor de compra impulsiva.

Biografia do Autor

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

Graduou-se Bacharel em ComunGraduou-se Bacharel em Comunicação Social, com habilitação em Publicidade e Propaganda, (FACHA) em 1998. Trabalhou com Comunicação e Marketing em empresas privadas por mais de 15 anos. É especialista lato sensu em Comunicação Empresarial e especialista lato sensu em Marketing de Serviços. Mestra em Psicologia Social e Doutoranda em Psicologia. É pesquisadora do Laboratório de Pesquisa em Psicologia Social da PUC-Rio.icação Social, com habilitação em Publicidade e Propaganda, (FACHA) em 1998. Trabalhou com Comunicação e Marketing em empresas privadas por mais de 15 anos. É especialista lato sensu em Comunicação Empresarial e especialista lato sensu em Marketing de Serviços. Mestra em Psicologia Social e Doutoranda em Psicologia. É pesquisadora do Laboratório de Pesquisa em Psicologia Social da PUC-Rio.

Como Citar
Aquino, S. D., & Natividade, J. C. (2024). “Just do it”: motivações hedônicas para compras predizem o comportamento do consumidor para além da personalidade. Avances En Psicología Latinoamericana , 42(1). https://doi.org/10.12804/revistas.urosario.edu.co/apl/a.11501
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