Fatores que influenciam a atitude e a intenção de compra de produtos de luxo de segunda mão
DOI:
https://doi.org/10.5585/remark.v23i4.26498Palavras-chave:
Luxo de segunda mão, Atitude de compra, Intenção de compraResumo
Objetivo: Objetivo deste estudo é examinar como os fatores sociais, pessoais, conspícuos, ambientais e econômicos influenciam a atitude de compra de produtos de luxo de segunda mão, além de analisar como anonimato e garantia de autenticidade moderam a intenção de compra de luxo de segunda mão e normas subjetivas e percepção do controle do comportamento, devido ao aumento do mercado de produtos de luxo de segunda mão.
Metodologia/abordagem: Utilizando dados coletados de 301 brasileiros entre meses de novembro de 2022 a março de 2023, um modelo estrutural que considerou os constructos fatores sociais, pessoais, conspícuos, ambientais e econômicos, a atitude e intenção de compra de produtos de luxo de segunda mão, o anonimato, a garantia de autenticidade, a percepção de controle de comportamento e normas subjetivas.
Originalidade/valor: Este trabalho testa pela primeira vez as hipóteses que a garantia de autenticidade e anonimato aumentam as relações entre percepção de controle do comportamento, normas subjetivas e intenção de compra. Isso porque a garantia de autenticidade e o anonimato são necessários para muitos consumidores de itens de luxo usados.
Resultados: Os resultados da análise evidenciam que anonimato e garantia de autenticidade não aumentam as relações entre normas subjetivas e percepção do controle do comportamento com a intenção de compra de artigos de luxo de segunda mão. Além disso, dos fatores, os ambientais e pessoais não possuem relação positiva com a atitude de compra de produtos de luxo de segunda mão.
Contribuição teórica e prática: Este traz contribuições teóricas ao analisar como os fatores exercem influência na atitude de compra de segunda mão, uma vez que há dificuldade de encontrar estudos acadêmicos relevantes que abranjam esse tema. Já como contribuição prática, este contribui com direcionamentos para empresas do mercado de produtos de luxo de primeira e segunda mão, para melhor elaborarem estratégias de marketing, uma vez que fatores não se mostraram relevantes.
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