Comportamento do consumidor em resposta aos efeitos da pandemia da covid-19: um estudo sobre a relação entre a intenção de autoisolamento e compras incomuns
DOI:
https://doi.org/10.24023/FutureJournal/2175-5825/2023.v15i1.744Palavras-chave:
Comportamento do consumidor, Compra Incomum, autoisolamento, Covid 19Resumo
Objetivo: o propósito deste estudo é investigar o comportamento dos consumidores no contexto da pandemia de COVID-19 no Brasil para avaliar a relação entre a intenção de auto isolamento e eventuais compras incomuns.
Método: Por meio de uma pesquisa on-line com uma amostra 181 indivíduos, o modelo proposto e as hipóteses foram testadas a partir da Modelagem de Equações Estruturais (PLS-SEM.)
Principais resultados: Os resultados demonstram ligação entre gravidade percebida nas duas respostas comportamentais medidas, a intenção de fazer comprar incomuns e, mais fortemente, a intenção de autoisolamento voluntário.
Relevância/originalidade: O estudo traz para discussão o comportamento do consumidor para compras incomuns (cibercondria) em situações de risco como a pandemia da COVID-19 no Brasil.
Contribuições e implicações: Demonstramos como a sobrecarga de informação leva à cibercondria. Além disso, que a gravidade percebida leva o indivíduo a fazer compras incomuns e ao autoisolamento. Por sua vez, a exposição a fontes de informação on-line leva à cibercondria, que leva a um comportamento que aumenta a intenção de fazer compras incomuns e ao autoisolamento o que aumenta ainda mais a exposição a informações on-line. Além disso, este estudo estende a pesquisa existente (Laato et al., 2020) que sugere que pesquisas sejam realizadas em contextos diferentes.
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