Compensando o tempo perdido: análise da intenção de comprar por vingança no cenário pós-pandemia

Autores/as

DOI:

https://doi.org/10.5585/remark.v22i3.21129

Palabras clave:

Medo da COVID-19, Controle comportamental percebido, Solidão, Compra por vingança, Pós-pandemia

Resumen

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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Biografía del autor/a

Patrícia de Oliveira Campos, Universidade Federal da Paraíba – UFPB

Mestra em Gestão, Inovação e Consumo

Ana Clara Lira do Nascimento, Universidade Federal de Pernambuco – UFPE

Mestra em Administração

Poliana Nunes de Santana, Universidade Federal de Pernambuco – UFPE

Mestra em Administração

Marconi Freitas da Costa, Universidade Federal de Pernambuco – UFPE

Doutor em Administração

Citas

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Publicado

2023-10-02

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Campos, P. de O., Nascimento, A. C. L. do, Santana, P. N. de, & Costa, M. F. da. (2023). Compensando o tempo perdido: análise da intenção de comprar por vingança no cenário pós-pandemia. ReMark - Revista Brasileira De Marketing, 22(3), 876–943. https://doi.org/10.5585/remark.v22i3.21129