Compra por Impulso: um estudo aplicado ao universo de estudantes do ensino superior

Pedro Manuel Espírito Santo, Patricia Milene Azinheira Cardoso, Lidia Maria Espírito Santo

Abstract


This study has as main objetive the underlying impulse buy and the characteristics of the consumer and propensity to follow other people creating their own style. The inclusion of variables considered important, as consumer materialism, and their openness to new experiences seem to be key variables in a study that aims to broaden horizons in the scientific and business. Through a sample of university students with different levels of income, by applying statistical technique of partial least squares this study found evidence that the propensity for social influence is central to impulse buying driven by materialism and the level of openness to new experiences for consumers.


Keywords


Impulse Buying; Partial Least Squares, Openness to New Experiences

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Copyright (c)



International Journal of Marketing, Communication and New Media

ISSN: 2182-9306

DOI: 10.54663/2182-9306

Qualis Periódicos - CAPES: B2

REBIB: Q2


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