Compra impulsiva en la moda rápida: el papel del autocontrol, los estímulos de marketing y la motivación
DOI:
https://doi.org/10.18041/1900-0642/criteriolibre.2025v23n43.13362Palabras clave:
Consumo consciente, Autocontrol, Autorregulación, Consumo de moda rápida, Compra impulsivaResumen
El modelo de sistema dual sugiere que el autocontrol y la impulsividad coexisten y regulan la toma de decisiones; sin embargo, esta relación ha sido poco estudiado en el contexto del comportamiento de consumo en la moda rápida. En este sentido, el presente estudio investiga el papel del autocontrol en la compra impulsiva, así como la influencia de la motivación intrínseca, la motivación extrínseca y las acciones de marketing en las compras de moda rápida. Este estudio empleó un enfoque descriptivo, transversal y cuantitativo con una muestra de 388 participantes entre los 18 y 35 años de edad. Para el procesamiento de los datos se emplearon análisis factorial exploratorio y confirmatorio, además de la técnica de bootstrapping, con el fin de evaluar el modelo propuesto. Los resultados confirman que el autocontrol actúa como un mecanismo regulador entre los estímulos de marketing, las motivaciones y el comportamiento impulsivo; no obstante, su efecto resulta parcial y vulnerable frente a estímulos externos intensos. Asimismo, la relación entre el autocontrol y la compra impulsiva evidencia que, aunque los consumidores intentan autorregularse, el entorno de la moda rápida favorece la realización de compras no planificadas. Finalmente, se considera necesario continuar investigando el papel del autocontrol en distintos contextos de compra impulsiva y en diferentes poblaciones.
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