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A influência no consumo por status das motivações internas e externas
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Estima-se que o consumo por status, a nível global, irá continuar a aumentar, assim como o do mercado de luxo e das marcas premium. Com a crescente digitalização, cada vez mais pessoas irão conseguir conectar-se através do mundo online e estar a par de tudo o que está a acontecer e do que toda a gente está a usar – isto poderá levar a comparações e emoções negativas ou até desencadear o fenómeno contemporâneo FOMO – Fear Of Missing Out.
Assim, o objetivo deste estudo é investigar as motivações, internas e externas, de indivíduos que compram roupa ou acessórios de marcas premium e que o fazem com o intuito de alcançar um determinado status social. Irá verificar-se também se o fenómeno de FOMO poderá ser um antecedente a este tipo de consumo.
Para testar o modelo teórico proposto foi utilizada uma abordagem quantitativa com recurso a um questionário online ao qual foram obtidas 1.039 respostas, sendo 159 respostas válidas. Os dados reunidos foram analisados com recurso a um modelo de regressão linear múltipla, através do software IBM SPSS Statistics.
Como resultado, corroborou-se a existência da relação entre os efeitos de Veblen e Bandwagon com o consumo por status – ambos antecedentes externos do comportamento do consumidor. Verificou-se também que não existem ligações significativas entre o consumo por status e qualquer motivação interna. No entanto, confirmou-se a relação entre o FOMO e este tipo de consumo.
Foram feitas contribuições para a compreensão teórica do consumo por status e das suas motivações o que poderá ajudar as empresas a adaptarem as suas estratégias de forma a captar mais eficientemente o seu público-alvo.
It is estimated that the global status consumption will continue to increase, as the luxury and premium brands markets will. With the increase of digitalisation, more and more people will be able to connect through the online world and keep up with everything that is happening and what everyone else is wearing – this may lead to negative comparisons and emotions or even trigger the contemporary phenomenon FOMO – Fear Of Missing Out. The purpose of this study is to investigate the internal and external motivations of individuals who buy clothes or accessories from premium brands and do so in order to achieve a certain social status. It will also be verified if the FOMO phenomenon could be an antecedent to this type of consumption. In order to test the proposed theoretical model, a quantitative approach was used, using an online questionnaire to which 1,039 answers were obtained, 159 of which were valid. The data collected was analysed using a multiple linear regression model, using the IBM SPSS Statistics software. As a result, the existence of a relationship between the Veblen and Bandwagon effects with status consumption was corroborated – both being external antecedents of consumer behaviour. It was also found that there are no significant links between status consumption and any internal motivations. However, the relationship between FOMO and this type of consumption was confirmed. Contributions have been made to the theoretical understanding of status consumption and its motivations which may help companies adapt their strategies in order to capture their target audience more efficiently.
It is estimated that the global status consumption will continue to increase, as the luxury and premium brands markets will. With the increase of digitalisation, more and more people will be able to connect through the online world and keep up with everything that is happening and what everyone else is wearing – this may lead to negative comparisons and emotions or even trigger the contemporary phenomenon FOMO – Fear Of Missing Out. The purpose of this study is to investigate the internal and external motivations of individuals who buy clothes or accessories from premium brands and do so in order to achieve a certain social status. It will also be verified if the FOMO phenomenon could be an antecedent to this type of consumption. In order to test the proposed theoretical model, a quantitative approach was used, using an online questionnaire to which 1,039 answers were obtained, 159 of which were valid. The data collected was analysed using a multiple linear regression model, using the IBM SPSS Statistics software. As a result, the existence of a relationship between the Veblen and Bandwagon effects with status consumption was corroborated – both being external antecedents of consumer behaviour. It was also found that there are no significant links between status consumption and any internal motivations. However, the relationship between FOMO and this type of consumption was confirmed. Contributions have been made to the theoretical understanding of status consumption and its motivations which may help companies adapt their strategies in order to capture their target audience more efficiently.
Descrição
Mestrado Bolonha em Marketing
Palavras-chave
Consumo por status motivações FOMO marcas premium Status consumption motivations premium brands
Contexto Educativo
Citação
Rodrigues, Ana Clara da Silva (2022). “A influência no consumo por status das motivações internas e externas”. Dissertação de Mestrado. Universidade de Lisboa. Instituto Superior de Economia e Gestão
Editora
Instituto Superior de Economia e Gestão