Variáveis incidentais na motivação hedonista de compra e compra compulsiva na Internet
DOI:
https://doi.org/10.18041/1657-2815/libreempresa.2020v17n2.8003Palavras-chave:
Compra compulsiva, Motivações de compra, Novidade da ofertaResumo
O objetivo desta pesquisa é examinar a relação entre as variáveis incidentais na motivação de comprar para o hedonismo e a compra compulsiva através do uso da Internet nos jovens. Para este fim, foi integrada uma amostra de 150 estudantes do ensino médio de diferentes instituições educacionais do sudeste do México. A modelagem da equação estrutural foi usada para testar as relações entre as construções. Os resultados mostram que existem relações casuais significativas entre motivação hedônica e compra compulsiva usando a Internet. Isto tem implicações valiosas para a tomada de decisões dos varejistas devido à constante necessidade de enfatizar o uso de promoções e ofertas de novos produtos através de aplicações de internet.
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