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Determinantes da compra impulsiva online no setor da moda feminina: o papel dos social influencers, das promoções e dos canais de comunicação
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Num contexto marcado pela digitalização e pelo crescimento acelerado do e-commerce, o comportamento de compra impulsiva no setor da moda feminina assume uma relevância crescente, refletindo o impacto das redes sociais, das promoções e da atuação dos social influencers, nas decisões de consumo. Com este trabalho, pretendeu-se estudar algumas das variáveis associadas à compra impulsiva online, nomeadamente as que se referem ao papel dos social influencers, das promoções e dos canais de comunicação digital na decisão de compra online. Nesse sentido, foi desenvolvido um estudo exploratório, com um inquérito por questionário, administrado online numa amostra por conveniência de 185 participantes, recolhida entre 7 e 17 de abril de 2025, permitindo identificar relações significativas entre as variáveis em estudo. Os resultados sugerem a influência dos social influencers, das promoções de tempo limitado e personalizadas, sobre a tomada de decisão de compra online impulsiva, associada ainda à intensidade de uso das redes socias e pela emoção positiva gerada pela experiência digital. Verificou-se ainda que o comportamento impulsivo está positivamente correlacionado com sentimentos de arrependimento pós-compra e maior suscetibilidade a estímulos visuais e emocionais, sobretudo entre mulheres da Geração Z. O estudo contribui para uma compreensão mais aprofundada dos mecanismos psicológicos e comunicacionais que sustentam o consumo impulsivo online, permitindo recomendar práticas de marketing mais éticas, responsáveis e sustentáveis, alinhadas com a literacia digital e o bem-estar do consumidor.
In a context marked by digitalization and the rapid growth of e-commerce, impulsive buying behavior in the women’s fashion sector has gained increasing relevance, reflecting the impact of social media, promotions, and the role of social influencers on consumer decision-making. This study aimed to examine key variables associated with online impulsive buying, particularly those related to the influence of social influencers, promotional strategies, and digital communication channels on online purchase decisions. To this end, an exploratory study was conducted using an online questionnaire administered to a convenience sample of 185 participants, collected between April 7 and 17, 2025, allowing the identification of significant relationships among the variables under study. The results suggest that social influencers and limited-time or personalized promotions have a strong influence on impulsive online buying behavior, which is also associated with the intensity of social media use and the positive emotions generated by the digital experience. Furthermore, impulsive buying behavior was found to be positively correlated with post-purchase regret and higher susceptibility to visual and emotional stimuli, particularly among Generation Z women. This study contributes to a deeper understanding of the psychological and communicational mechanisms underpinning online impulsive consumption, providing insights for more ethical, responsible, and sustainable marketing practices aligned with digital literacy and consumer well-being.
In a context marked by digitalization and the rapid growth of e-commerce, impulsive buying behavior in the women’s fashion sector has gained increasing relevance, reflecting the impact of social media, promotions, and the role of social influencers on consumer decision-making. This study aimed to examine key variables associated with online impulsive buying, particularly those related to the influence of social influencers, promotional strategies, and digital communication channels on online purchase decisions. To this end, an exploratory study was conducted using an online questionnaire administered to a convenience sample of 185 participants, collected between April 7 and 17, 2025, allowing the identification of significant relationships among the variables under study. The results suggest that social influencers and limited-time or personalized promotions have a strong influence on impulsive online buying behavior, which is also associated with the intensity of social media use and the positive emotions generated by the digital experience. Furthermore, impulsive buying behavior was found to be positively correlated with post-purchase regret and higher susceptibility to visual and emotional stimuli, particularly among Generation Z women. This study contributes to a deeper understanding of the psychological and communicational mechanisms underpinning online impulsive consumption, providing insights for more ethical, responsible, and sustainable marketing practices aligned with digital literacy and consumer well-being.
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Compra Impulsiva Moda Feminina Social Influencers Promoções Digitais Canais de Comunicação Geração Z Impulsive buying Women’s fashion Social influencers Digital promotions Communication channels Generation Z