A percepção do risco e a intenção de compra durante a pandemia do COVID-19
DOI:
https://doi.org/10.5585/remark.v23i4.23697Palavras-chave:
COVID-19, Teoria do Comportamento Planejado, PLS-SEM., Percepção de risco, Intenção de compraResumo
Objetivo: Verificar a influência da percepção de risco do COVID-19 e a intenção de compra presencial mediado pelas dimensões do modelo TCP estendido.
Método: A pesquisa é classificada como descritiva com abordagem quantitativa com a participação de 596 consumidores. A técnica utilizada foi a de Modelagem de Equações Estruturais, com o uso do SmartPLS versão 3.
Originalidade/Relevância: Esta pesquisa incorporou o medo antecipado ao modelo TCP para construir um modelo estendido. O modelo TCP estendido auxilia a realização de uma análise abrangente e faz entender melhor a intenção de compra dos consumidores durante a pandemia do COVID-19.
Resultados: Os resultados mostraram que a percepção de risco do COVID-19 influencia negativamente os elementos do modelo TCP e positivamente o medo antecipado. Constatou-se também que a atitude, a norma subjetiva e o controle do comportamento percebido tem um impacto positivo na intenção de compra. Portanto, os antecedentes do modelo TCP exercem a função de mediação na relação entre a percepção de risco do Covid-19 e a intenção de compra, porém o medo antecipado não possui nenhuma influência.
Contribuições teóricas/metodológicas: A contribuição teórica do estudo se refere a observação de como a percepção do risco da COVID-19 influenciou a intenção de compra por meio do modelo TCP.
Contribuições para a gestão: As descobertas podem contribuir para a compreensão do comportamento dos consumidores durante uma pandemia e ajudar o governo e a área de marketing a tomar medidas para reduzir as perdas.
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