Compensando o tempo perdido: análise da intenção de comprar por vingança no cenário pós-pandemia
DOI:
https://doi.org/10.5585/remark.v22i3.21129Palavras-chave:
Medo da COVID-19, Controle comportamental percebido, Solidão, Compra por vingança, Pós-pandemiaResumo
Objetivo - Dada a incipiência teórica da compra por vingança, esta pesquisa busca contribuir para sua literatura construindo um modelo teórico-explicativo baseado na teoria da reatância. Nosso objetivo é analisar as relações entre o medo da COVID-19, o controle comportamental percebido, a solidão e a intenção de comprar por vingança.
Design/metodologia/abordagem - Os dados foram coletados de 781 participantes válidos por meio de uma survey on-line, e analisados por meio da técnica de modelagem de equações estruturais.
Resultados - Os principais resultados indicam que o medo da COVID-19 é o fator mais forte para explicar a intenção de comprar por vingança no cenário pós-pandemia. De forma contraintuitiva, identifica-se que o controle comportamental percebido e a solidão não são fatores explicativos. Provavelmente, a restauração do controle comportamental ocorre por meio de outros mecanismos, como as compras on-line. Além disso, altos níveis de solidão podem induzir os indivíduos a procurarem eventos sociais e viagens como estratégia compensatória.
Originalidade/valor - Este estudo está entre os primeiros a analisar os antecedentes da intenção de comprar por vingança. Além disso, agrega valor à literatura ao examinar pela primeira vez a inter-relação do medo da COVID-19, do controle comportamental percebido, da solidão e da intenção de comprar por vingança.
Contribuições teóricas/metodológicas - Este estudo traz uma nova perspectiva para as bases teóricas da compra por vingança. Além disso, dado o estágio inicial da literatura sobre o tema, ele é valioso, pois contribui para a consolidação teórica do construto.
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