A intenção de brasileiros e de portugueses de ficar em casa durante a pandemia de COVID-
DOI:
https://doi.org/10.5585/remark.v21i3.19462Palavras-chave:
Marketing, Comportamento do Consumidor, Teoria do Comportamento PlanejadoResumo
Objetivo: Analisar a influência de atitudes, normas sociais, controle percebido e boca a boca na intenção de ficar em casa, comparando Brasil e Portugal.
Método: Trata-se de um estudo descritivo transversal, com amostra de 426 brasileiros e 154 portugueses, sendo uma amostra não probabilística por conveniência. Foram utilizadas modelagem de equações estruturais e multigrupos para analisar o modelo.
Originalidade/Relevância: A crise humanitária relacionada ao surto de COVID-19 apresenta desafios sem precedentes, enfrentados diariamente por todos os elementos da comunidade – governos, empresas, organizações em geral e cidadãos. O meio mais eficaz encontrado até agora para reduzir a propagação e o contágio da doença é pedir às pessoas que fiquem em casa e mantenham o distanciamento social. Esta pesquisa usa a teoria do comportamento planejado decomposto para explicar a intenção comportamental como resultado de três variáveis: a atitude de uma pessoa em relação a esse comportamento; normas subjetivas; e a percepção do controle comportamental.
Resultados: O controle percebido é a principal variável que influencia a intenção de ficar em casa, tanto em Portugal como no Brasil. Além do controle percebido, o boca a boca também teve um efeito significativo. Para o Brasil, a atitude também influencia a intenção de ficar em casa e não foi encontrado efeito das normas sociais em nenhum dos países.
Contribuições teórico-metodológicas: Esta pesquisa contribui para a teoria do comportamento planejado – usando sua versão decomposta – ao analisar um estudo multigrupos entre dois países sobre a intenção das pessoas de ficar em casa.
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