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Publication
Compras por Impulso Online e em Lojas Físicas na Geração X e Z: Mercado Fast Fashion
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Advisor(s)
Abstract(s)
Nos dias de hoje, o comportamento do consumidor tem vindo a alterar-se exponencialmente, assim como a forma em como as gerações agem no ato de compra. O grande problema desta investigação será em entender se o comportamento dos consumidores está a ser alterado com o avanço da tecnologia e qual o impacto em ambas as gerações. Também se encontra em estudo, se se irá encontrar um maior fluxo de compras impulsivas nos Açores, uma vez que estão mais limitados ao acesso de lojas físicas fast fashion. Através de um estudo quantitativo, com uma amostra de 200 participantes, foi realizado um questionário online de forma a testar o grau de impulsividade da geração X e Z no ato de compra. Os resultados sugeriram que existem diversos fatores que influenciam a impulsividade, nomeadamente o comodismo, limitação geográfica e a rapidez. Verificou-se que a geração X por ter uma estabilidade económica superior à geração Z, acaba por ser mais impulsiva no ato de compra do que a geração mais jovem. Confirmou-se que, embora os Açores tenham limitação geográfica no sector fast fashion, em Portugal Continental as compras por impulso têm uma taxa mais elevada. Verificou-se ainda que o sexo masculino, prefere gastar mais impulsivamente do que o sexo feminino, sendo este um sexo mais ponderado no ato de decisão de compra. Este trabalho irá contribuir para o estudo do perfil do consumidor das gerações X e Z tendo em conta o efeito da externalidade “evolução tecnológica” nas formas de produção (fast-fashion) e nos hábitos de consumo. Poderá ser uma base para estruturar os novos modelos de negócio dos grandes players no mundo da moda e potencialmente noutros setores de atividade.
Nowadays, consumer behavior has been changing exponentially, as well as the way generations act when buying. The big problem of this investigation will be to understand whether the behavior of consumers is being changed with the advancement of technology and what is the impact on both generations. It is also under study whether there will be a greater flow of impulsive purchases in the Azores, since they are more limited to access to physical fast fashion stores. Through a quantitative study, with a sample of 200 participants, an online questionnaire was carried out in order to test the degree of impulsiveness of generation X and Z in the act of buying. The results suggested that there are several factors that influence impulsivity, namely self-indulgence, geographic limitation and speed. It was found that generation X, due to having a higher economic stability than generation Z, turns out to be more impulsive in the act of buying than the younger generation. It was confirmed that, although the Azores have geographical limitations in the fast fashion sector, in mainland Portugal impulse purchases have a higher rate. It was also found that males prefer to spend more impulsively than females, the latter being a more thoughtful gender in the act of purchasing decisions. This work will contribute to the study of the consumer profile of generations X and Z, taking into account the effect of the externality “technological evolution” in the forms of production (fast-fashion) and consumption habits. It could be a basis for structuring the new business models of the major players in the world of fashion and potentially in other sectors of activity.
Nowadays, consumer behavior has been changing exponentially, as well as the way generations act when buying. The big problem of this investigation will be to understand whether the behavior of consumers is being changed with the advancement of technology and what is the impact on both generations. It is also under study whether there will be a greater flow of impulsive purchases in the Azores, since they are more limited to access to physical fast fashion stores. Through a quantitative study, with a sample of 200 participants, an online questionnaire was carried out in order to test the degree of impulsiveness of generation X and Z in the act of buying. The results suggested that there are several factors that influence impulsivity, namely self-indulgence, geographic limitation and speed. It was found that generation X, due to having a higher economic stability than generation Z, turns out to be more impulsive in the act of buying than the younger generation. It was confirmed that, although the Azores have geographical limitations in the fast fashion sector, in mainland Portugal impulse purchases have a higher rate. It was also found that males prefer to spend more impulsively than females, the latter being a more thoughtful gender in the act of purchasing decisions. This work will contribute to the study of the consumer profile of generations X and Z, taking into account the effect of the externality “technological evolution” in the forms of production (fast-fashion) and consumption habits. It could be a basis for structuring the new business models of the major players in the world of fashion and potentially in other sectors of activity.
Description
Keywords
Compras por Impulso Comportamento do Consumidor Geração X Geração Z Fast fashion