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Authors
Advisor(s)
Abstract(s)
Embora os estudos sobre compras online sejam vastos, a investigação tem prestado pouca atenção à influência que as emoções geradas no processo de compra online têm sobre o bem-estar dos consumidores. Esta investigação propõe que o bem-estar gerado pelas compras online depende da motivação por detrás da compra. Consoante essa motivação, são geradas emoções positivas e/ou negativas com impacto no bem-estar do consumidor.
O modelo proposto foi testado usando uma metodologia de métodos mistos, com recurso a entrevistas estruturadas e a um questionário online, onde se obtiveram 825 respostas válidas. Os dados foram analisados usando Modelagem de Equações Estruturais de Mínimos Quadrados Parciais (PLS-SEM).
Os resultados demonstram que as compras online podem aumentar a sensação de bem-estar no consumidor através das emoções criadas durante o processo de compra. No entanto, o impacto no bem-estar tem diferentes origens emocionais. Para as compras online motivadas por razões hedónicas, o bem-estar está associado a um aumento de emoções positivas (e.g., entusiasmo, boa disposição e felicidade) que o ato de compra provoca; para as compras online motivadas essencialmente por razões utilitárias, o bem-estar está associado a uma diminuição de emoções negativas (e.g., desconforto, agitação, ansiedade) provocadas pelo ato de compra online. Estes resultados sugerem a existência de diferentes mecanismos emocionais que despoletam o bem-estar no consumidor quando faz compras online, permitindo uma melhor compreensão das consequências emocionais e de bem-estar destas, chamando a atenção dos gestores para a importância de gerir a experiência de e-shopping do consumidor.
Although studies on online shopping are vast, research has paid little attention to the influence that emotions generated in the online shopping process have on consumers' well-being. This research proposes that the well-being generated by online shopping depends on the motivation behind the purchase. Depending on this motivation, positive and/or negative emotions are generated that impact consumer well-being. The proposed model was tested using a mixed methods methodology, using structured interviews and an online questionnaire, where 825 valid responses were obtained. The data were analyzed using Partial Least Squares Structural Equation Modelling (PLS-SEM). The results show that online shopping can increase the sense of well-being in consumers through the emotions created during the shopping process. However, the impact on well-being has different emotional origins. For online shopping motivated by hedonic reasons, well-being is associated with an increase in positive emotions (e.g., enthusiasm, cheerfulness, happiness) that the act of purchase provokes; for online shopping motivated primarily by utilitarian reasons, well-being is associated with a decrease in negative emotions (e.g., discomfort, restlessness, anxiety) provoked by the act of online shopping. These results suggest the existence of different emotional mechanisms that trigger consumer wellbeing when shopping online, allowing for a better understanding of the emotional and wellbeing consequences of these, drawing managers' attention to the importance of managing the consumer's e-shopping experience.
Although studies on online shopping are vast, research has paid little attention to the influence that emotions generated in the online shopping process have on consumers' well-being. This research proposes that the well-being generated by online shopping depends on the motivation behind the purchase. Depending on this motivation, positive and/or negative emotions are generated that impact consumer well-being. The proposed model was tested using a mixed methods methodology, using structured interviews and an online questionnaire, where 825 valid responses were obtained. The data were analyzed using Partial Least Squares Structural Equation Modelling (PLS-SEM). The results show that online shopping can increase the sense of well-being in consumers through the emotions created during the shopping process. However, the impact on well-being has different emotional origins. For online shopping motivated by hedonic reasons, well-being is associated with an increase in positive emotions (e.g., enthusiasm, cheerfulness, happiness) that the act of purchase provokes; for online shopping motivated primarily by utilitarian reasons, well-being is associated with a decrease in negative emotions (e.g., discomfort, restlessness, anxiety) provoked by the act of online shopping. These results suggest the existence of different emotional mechanisms that trigger consumer wellbeing when shopping online, allowing for a better understanding of the emotional and wellbeing consequences of these, drawing managers' attention to the importance of managing the consumer's e-shopping experience.
Description
Mestrado Bolonha em Marketing
Keywords
Compras Online Motivações Emoções Positivas Emoções Negativas Bem-Estar Online Shopping Motivations Positive Emotions Negative Emotions Well-Being
Pedagogical Context
Citation
Parreiro, Ana Catarina Filipe (2022). “Poderão as compras online criar bem-estar no consumidor? O papel mediador das emoções positivas e negativas". Dissertação de Mestrado. Universidade de Lisboa. Instituto Superior de Economia e Gestão.
Publisher
Instituto Superior de Economia e Gestão