Efeitos das Estratégias de Marketing de Compras Coletivas Sobre o Comportamento Impulsivo

Autores/as

  • Suzi Elen Ferreira Dias Escola de Administração e Gestão / FGV
  • Rosilene Maria dos Santos Escola Superior de Administração e Gestão
  • Vinicius Martins Escola Superior de Administração e Gestão
  • Giuliana Isabella Universidade de São Paulo

DOI:

https://doi.org/10.5585/remark.v13i3.2646

Palabras clave:

Compras Coletivas, E-commerce, Estratégias de Marketing e Comportamento Impulsivo.

Resumen

Brazil has the second largest e-commerce market in the world. One model used in this sector is "collective buying", a feature of which is impulse sales. Consumer behavior can be influenced by several factors, two of which are addressed in this article: the individual impulsivity of consumers and strategies of mix marketing. Impulsive buying is characterized by an unplanned purchase, i.e. the need to acquire the product arises just before the purchase. Consumers respond differently to mixed strategies depending on their degree of impulsivity. Thus, this article aims to analyze the efficacy of different marketing mix strategies for impulsive and non-impulsive consumer purchasing behavior. 137 participants were given a questionnaire containing the Buying Impulsiveness scale from Rook and Fisher (1995), and statements about the marketing strategies used by collective buying sites. Through a regression analysis, three strategies were found to relate more to impulsivity: search for products from well-known brands, search for deals with big discounts and confidence in receiving the product. For e-commerce and researchers, this study elucidates which strategies, from the consumer's perspective, effectively persuade purchasing behavior.

 

DOI: 10.5585/remark.v13i3.2646

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Biografía del autor/a

Suzi Elen Ferreira Dias, Escola de Administração e Gestão / FGV

Administração de Empresas

Rosilene Maria dos Santos, Escola Superior de Administração e Gestão

Graduação - Administração de Empresas

Vinicius Martins, Escola Superior de Administração e Gestão

Graduação - Administração de Empresas

Giuliana Isabella, Universidade de São Paulo

Departamento de Marketing - Doutoranda em Administração de Empresas

Publicado

2014-08-11

Cómo citar

Dias, S. E. F., Maria dos Santos, R., Martins, V., & Isabella, G. (2014). Efeitos das Estratégias de Marketing de Compras Coletivas Sobre o Comportamento Impulsivo. ReMark - Revista Brasileira De Marketing, 13(3), 138–151. https://doi.org/10.5585/remark.v13i3.2646