O Papel do Materialismo como Mediador entre o Prazer nas Compras e a Compra por Impulso
DOI:
https://doi.org/10.15448/1980-8623.2015.1.16864Palavras-chave:
Adolescentes, Compra por impulso, Mediação, Materialismo, PrazerResumo
Muitas pesquisas foram realizadas sobre a compra por impulso, mas raros são os estudos com o público adolescente. O objetivo deste estudo foi testar um modelo de mediação do materialismo entre o prazer nas compras e a compra por impulso com adolescentes brasileiros (n = 482) e portugueses (n = 238), utilizando a técnica de modelagem de equações estruturais. Apesar de alguns problemas com o ajustamento do modelo de medida, o modelo apresentou bons índices de ajustamento para ambas as amostras, obtendo validade externa. Os resultados sugerem que os valores materialistas mediam a relação entre o prazer oriundo da atividade de compra e a compra por impulso, evidenciando a relação existente entre variáveis que foram estudadas separadamente em estudos prévios sobre a compra por impulso. Eles também constituem uma abordagem à problemática no Brasil e em Portugal em particular, e com o público adolescente, em geral.
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