A compra por impulso em ambientes on-line

MERCADOLOGIA

A compra por impulso em ambientes on-line

Filipe Campelo Xavier da Costa^I; Juliano A. Larán^II

^IUniversidade do Vale do Rio dos Sinos

^IIUniversity of Florida

RESUMO

Este estudo tem como propósito avaliar os antecedentes e as conseqüências da compra por impulso em lojas virtuais da Internet. Para tanto, foi desenvolvido um modelo teórico que procura apresentar as relações existentes entre o ambiente de loja (site), a impulsividade individual, a circulação na loja (navegação no site) e a realização de compras impulsivas. A partir de uma pesquisa survey realizada com compradores de produtos pela Internet, por meio de modelagem de equações estruturais, foi evidenciado que o ambiente do site afeta o nível de impulsividade, a navegação no site e a ocorrência de compras por impulso, bem como se encontrou uma relação entre compra por impulso e emoções positivas. Elementos ambientais que influenciam a compra por impulso foram identificados e rotas para futuras pesquisas apresentadas, juntamente com implicações acadêmicas e gerenciais dos resultados.

Palavras-chave: Compra por impulso, Internet, emoções, varejo, comportamento do consumidor.

ABSTRACT

This study has as its purpose to evaluate the antecedents and consequences of impulse buying in virtual stores on the Internet. To do so, we developed a model to present the existing relationships among the web site environment, impulsivity, in-store browsing and impulse buying. From a survey design with Internet buyers, using structural equation modeling, we found that the web site environment affects the level of impulsivity, in-store browsing and the occurrence of impulse purchases, as well as a relationship between impulse purchases and positive emotions. Environmental elements influencing impulsive buying are identified and ways for future research are presented, along with academic and managerial implications of our results.

Key words: Impulsive buying, Internet, emotions, retailing, consumer behavior.

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Artigo recebido em 28.01.2003.

Aprovado em 26.06.2003.

Filipe Campelo Xavier da Costa

Professor da Universidade do Vale do Rio dos Sinos. Doutor em Administração pela FEA-USP. Interesses de pesquisa na área de marketing, especialmente em comportamento do consumidor. E-mail: [e-mail] Endereço: Centro de Ciências Econômicas. Universidade do Vale do Rio dos Sinos. Av. Unisinos, 950. São Leopoldo, RS. CEP 93.022-000.

Juliano A. Larán

Doutorando em Marketing na University of Florida. Mestre em Administração /Marketing pela EA-UFRGS. Interesses de pesquisa na área de marketing, especialmente em comportamento do consumidor. E-mail: [e-mail] Endereço: Department of Marketing. University of Florida. Gainesville, FL. 32611-7155. P.O. Box 117155. USA.

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Datas de Publicação

• Publicação nesta coleção
  25 Jul 2011
• Data do Fascículo
  Dez 2003

Histórico

• Aceito
  26 Jun 2003
• Recebido
  28 Jan 2003