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A compra impulsiva online : impacto dos estímulos internos e externos
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Autores
Orientador(es)
Resumo(s)
A evolução das tecnologias de informação e comunicação tiveram impacto
significativo na sociedade e no comércio eletrónico. As facilidades das compras online
incentivaram os consumidores a uma mudança dos padrões de compra, caracterizada por
uma alternativa eficiente, acessível e económica. Como consequência, assiste-se a um
aumento da intenção de compra em plataformas de e-commerce, que por sua vez pode
levar a um comportamento de compra impulsiva.
Neste sentido, tendo em conta a predominância deste comportamento, o presente
estudo tem como principal objetivo compreender a compra impulsiva no contexto do
comércio eletrónico. Assim, a pesquisa procura estudar os fatores que estimulam o
consumidor a ter esse comportamento, nomeadamente os estímulos internos
(características do consumidor) e os estímulos externos, divididos em estímulos de
marketing e estímulos do website.
A investigação tem como base uma abordagem quantitativa e uma técnica de
amostragem não probabilística por conveniência. Os dados foram recolhidos através de
um inquérito por questionário online, num horizonte temporal transversal, obtendo-se 174
respostas válidas. Os resultados foram posteriormente analisados, através do método de
análise multivariada – regressão linear múltipla, utilizando o software SPSS versão 28.
Os resultados obtidos permitem concluir que o estímulo interno autocontrolo está
significativamente associado à compra impulsiva online, sendo o estímulo com maior
impacto. Relativamente aos estímulos externos, verifica-se que tanto o estímulo de
marketing, promoções, como o estímulo de website, design do website, estão positiva e
significativamente associados à compra impulsiva online.
Assim, em termos académicos, conseguimos corroborar que existe relação entre os
estímulos internos e externos e a compra impulsiva online. A nível empresarial, o presente
estudo pretende dar a conhecer os principais estímulos que as empresas devem
desenvolver quando interagem com os seus clientes online, no sentido de aumentar o seu
volume de negócios.
The development of information and communication technologies has had a significant impact on society and e-commerce. The ability to shop online effortlessly, has incentivized consumers to change their shopping behaviour, which is defined by an efficient, accessible, and cheaper alternative. As a result, we are facing an increase in purchase intent on e-commerce platforms, which can lead to impulsive buying behaviour. In this sense, given the prevalence of this behaviour, the main goal of this study is to understand impulse buying in the context of e-commerce. Therefore, the research seeks to study the factors that stimulate consumers to engage in this behaviour, namely internal stimuli (consumer characteristics) and external stimuli, divided into marketing stimuli and website stimuli. The research is based on a quantitative approach and a non-probabilistic convenience sampling technique. Data was collected via an online questionnaire, over a cross-sectional time horizon, and 174 valid responses were obtained. The results were analysed using the multivariate analysis method - multiple linear regression, using SPSS software version 28. The results show that, the internal stimulus self-control is significantly associated with online impulsive buying behaviour and is the stimulus that has the greatest impact on. Regarding external stimuli, both the marketing stimulus, promotions, and the website stimulus, website design, are positively and significantly associated with online impulsive buying. Thus, in academic terms, we were able to corroborate that there is an association between internal and external stimuli and online impulsive buying. At a business level, this study aims to identify the main stimuli that companies should develop when interacting with their customers online, to increase their revenue.
The development of information and communication technologies has had a significant impact on society and e-commerce. The ability to shop online effortlessly, has incentivized consumers to change their shopping behaviour, which is defined by an efficient, accessible, and cheaper alternative. As a result, we are facing an increase in purchase intent on e-commerce platforms, which can lead to impulsive buying behaviour. In this sense, given the prevalence of this behaviour, the main goal of this study is to understand impulse buying in the context of e-commerce. Therefore, the research seeks to study the factors that stimulate consumers to engage in this behaviour, namely internal stimuli (consumer characteristics) and external stimuli, divided into marketing stimuli and website stimuli. The research is based on a quantitative approach and a non-probabilistic convenience sampling technique. Data was collected via an online questionnaire, over a cross-sectional time horizon, and 174 valid responses were obtained. The results were analysed using the multivariate analysis method - multiple linear regression, using SPSS software version 28. The results show that, the internal stimulus self-control is significantly associated with online impulsive buying behaviour and is the stimulus that has the greatest impact on. Regarding external stimuli, both the marketing stimulus, promotions, and the website stimulus, website design, are positively and significantly associated with online impulsive buying. Thus, in academic terms, we were able to corroborate that there is an association between internal and external stimuli and online impulsive buying. At a business level, this study aims to identify the main stimuli that companies should develop when interacting with their customers online, to increase their revenue.
Descrição
Mestrado Bolonha em Ciências Empresariais
Palavras-chave
E-commerce Compra Impulsiva Online Comportamento do Consumidor Estímulos Internos Estímulos Externos Online Impulsive Buying Consumers Behaviour Internal Stimuli External Stimuli
Contexto Educativo
Citação
Azinheira, Diana Sofia Bernardes (2023). “A compra impulsiva online : impacto dos estímulos internos e externos”. Dissertação de Mestrado. Universidade de Lisboa. Instituto Superior de Economia e Gestão
Editora
Instituto Superior de Economia e Gestão