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Ligação entre inveja benigna, autoestima e efeito doppelganger do consumidor com a intenção de compra de consumo fashion colaborativo
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Orientador(es)
Resumo(s)
Quando as questões ambientais são postas em causa, o consumo fashion colaborativo
passa a tornar-se uma alternativa de compra de grande parte dos consumidores que prezam pela
diminuição do desperdício, da poluição e contribuição da natureza. Esta alternativa apresenta
uma tendência crescente.
Por outro lado, também foi questionado se existe ligação entre a inveja benigna, a
autoestima e o efeito doppelganger do consumidor no contexto do mimetismo das personagens
de séries de televisão. Assim, este estudo aborda a relação entre o efeito doppelganger, a inveja
benigna e a autoestima com o consumo fashion colaborativo. Especificamente pretende-se
compreender se a identificação com as personagens das séries de televisão ativa o efeito
doppelganger, a inveja benigna e se ambos se relacionam com a autoestima das participantes.
Procura-se perceber ainda como esta associação é percecionada no contexto do consumo
fashion colaborativo.
O estudo segue uma abordagem qualitativa com recurso a entrevistas individuais semiestruturadas. Foram selecionadas 22 participantes do género feminino, que assistem séries de
televisão e são consumidoras de lojas de segunda mão, ou possuem a intenção de realizarem
compras nestas lojas.
Através do processo de análise temática com auxílio do software MaxQDA, foi possível
concluir que as entrevistadas se identificam com as personagens de séries de televisão e usamnas como fontes de inspiração para os seus outfits. Esta identificação ativa o efeito
doppelganger, que, consequentemente, também aciona a inveja benigna, influenciando as suas
decisões de consumo e também auto perceção de aumento na sua autoestima.
Este estudo contribui para um conhecimento mais granular do processo de identificação
e decisão do consumidor fashion colaborativo. Os resultados indicam uma associação positiva,
não explorada na literatura, entre o mimetismo ativado por séries de televisão, e a intenção de
compra em lojas de roupas de segunda mão.
When environmental issues are called into cause, collaborative fashion consumption becomes a purchasing alternative for a large part of consumers who value the reduction of waste, pollution and nature's contribution. This alternative presents a growing trend. On the other side, it was also questioned if there exists a connection between benign envy, self-esteem and consumer doppelganger effect in the context of mimicry of television series characters. Therefore, this study explores the relationship between the doppelganger effect, benign envy and self-esteem with collaborative fashion consumption. Specifically, it intends to understand if the identification with the characters of television series activates the doppelganger effect, benign envy and if both are related to the participants' self-esteem. In case there is this connection, it is sought to understand how this association is perceived in collaborative fashion consumption context. The study adopts a qualitative approach using individual semi-structured interviews. Twenty-two female participants were selected, who watch TV series, and are consumers of second-hand shops or have the intention of shopping in these shops. Through the process of thematic analysis with the aid of MaxQDA software, it was possible to conclude that the interviewees identify themselves with the characters of television series and use them as sources of inspiration for their outfits. This identification activates the doppelganger effect, which, consequently, also triggers benign envy, influencing their consumption decisions and also their self-perception of increased self-esteem. This study contributes to a more granular knowledge of the identification and decision process of the collaborative fashion consumer. The results indicate a positive association, unexplored in the literature, between mimicry activated by television series, and purchase intention in second-hand clothing shops.
When environmental issues are called into cause, collaborative fashion consumption becomes a purchasing alternative for a large part of consumers who value the reduction of waste, pollution and nature's contribution. This alternative presents a growing trend. On the other side, it was also questioned if there exists a connection between benign envy, self-esteem and consumer doppelganger effect in the context of mimicry of television series characters. Therefore, this study explores the relationship between the doppelganger effect, benign envy and self-esteem with collaborative fashion consumption. Specifically, it intends to understand if the identification with the characters of television series activates the doppelganger effect, benign envy and if both are related to the participants' self-esteem. In case there is this connection, it is sought to understand how this association is perceived in collaborative fashion consumption context. The study adopts a qualitative approach using individual semi-structured interviews. Twenty-two female participants were selected, who watch TV series, and are consumers of second-hand shops or have the intention of shopping in these shops. Through the process of thematic analysis with the aid of MaxQDA software, it was possible to conclude that the interviewees identify themselves with the characters of television series and use them as sources of inspiration for their outfits. This identification activates the doppelganger effect, which, consequently, also triggers benign envy, influencing their consumption decisions and also their self-perception of increased self-esteem. This study contributes to a more granular knowledge of the identification and decision process of the collaborative fashion consumer. The results indicate a positive association, unexplored in the literature, between mimicry activated by television series, and purchase intention in second-hand clothing shops.
Descrição
Mestrado Bolonha em Marketing
Palavras-chave
Efeito Doppelganger Inveja Benigna Autoestima Comportamento do Consumidor Consumo Fashion Colaborativo Doppelganger Effect Benign Envy Self-Esteem Collaborative Fashion Consumption Consumer Behaviour
Contexto Educativo
Citação
Tompson, Thaís Nóbrega de Santana (2022). “Ligação entre inveja benigna, autoestima e efeito doppelganger do consumidor com a intenção de compra de consumo fashion colaborativo”. Dissertação de Mestrado. Universidade de Lisboa. Instituto Superior de Economia e Gestão
Editora
Instituto Superior de Economia e Gestão