Entre curtidas, desejos e carrinhos
o efeito do uso excessivo do Facebook e do materialismo na compra compulsiva on-line
DOI:
https://doi.org/10.5585/remark.v23i2.23619Palabras clave:
Comportamento de Compra On-line; Redes Sociais; Vício em Compras On-line; E-commerce; Transtorno de compras compulsivasResumen
Objetivo: Analisar o impacto do uso excessivo da rede social Facebook e do consumo materialista no comportamento de compra compulsiva on-line de consumidores brasileiros
Método: Realizou-se uma pesquisa survey, utilizando questionários estruturados direcionados aos usuários brasileiros da rede social Facebook, obtendo-se uma amostra de 462 observações. Os dados foram analisados por meio da Modelagem de Equações Estruturais, por estimativa Partial Least Squares (PLS).
Principais Resultados: Os resultados indicaram o impacto dos valores materiais no uso excessivo do Facebook, evidenciando que a necessidade de exposição do consumo, desejo por maior status e reconhecimento social, fatores considerados como determinantes do materialismo, antecedem o uso excessivo da rede social.
Contribuições teóricas/metodológicas: Este estudo contribuiu teoricamente ao evidenciar relações entre os construtos investigados. Assim, evolui na teoria confirmando que a compra compulsiva on-line é explicada por outro transtorno comportamental: o vício em redes sociais.
Relevância/Originalidade: O estudo evidencia as relações entre construtos pouco investigados anteriormente, sobretudo no contexto brasileiro: o impacto do uso excessivo do Facebook e o comportamento de consumo compulsivo no ambiente on-line, e a influência direta dos valores materiais no acentuado uso do Facebook.
Implicações: Para a prática gerencial o estudo fornece informações para que varejistas que utilizam as plataformas eletrônicas possam elaborar estratégias com foco específico nos usuários das redes sociais. Para gestores de saúde pública, sugere-se o investimento em políticas públicas com programas de treinamentos, workshops e capacitações sobre educação digital, uso e consumo consciente das mídias sociais, vícios digitais, e qualidade de vida.
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