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Publication
Impacto dos descontos de preço no setor de viagens: papel mediador das emoções nas compras por impulso online
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 2.2 MB | Adobe PDF |
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Abstract(s)
O online está a tornar-se cada vez mais o meio preferido de muitos
para a realização das suas compras. Isso tem levado as empresas a sentirem
necessidade de conhecer e compreender cada vez melhor o
comportamento do consumidor e as suas emoções, assim como quais as
estratégias que melhor resultam neste canal.
O objetivo deste estudo é explorar como uma estratégia promocional,
como os descontos de preço, afeta as compras por impulso, no setor de
viagens, mais detalhadamente, na compra online de viagens de avião. É
também procurado compreender o papel mediador das emoções, prazer
e excitação.
Nesta investigação foi utilizado o modelo S-O-R (estímulo-organismoresposta),
como modelo base, por este ser bastante utilizado para estudos
na área do comportamento do consumidor. A metodologia utilizada foi a
quantitativa, tendo sido aplicado um questionário através da plataforma
Google Forms, onde se obteve 220 respostas. Os dados foram analisados
recorrendo ao software estatístico SPSS.
Os resultados revelaram que os descontos de preço têm um impacto
positivo nas compras por impulso online de viagens de avião. Relativamente
às emoções como mediadoras: não foram encontrados efeitos significantes
no prazer, enquanto a excitação se mostrou como mediadora parcial.
Making purchases online is increasingly becoming many people's favourite way of shopping. This has led companies to invest on understanding consumer behaviour and emotions better, as well as recognizing which strategies work best on this subject. The aim of this study is to explore how a promotional strategy, such as price discounts, affects impulse purchases in the travel industry, more specifically in the online purchase of air travel. It also seeks to understand the mediating role of emotions, pleasure and arousal. This research used the S-O-R model (stimulus-organism-response) as its base model, as it is widely used in studies of consumer behaviour. The methodology used was quantitative and a questionnaire was applied using the Google Forms platform, obtaining a total of 220 responses. The data was analysed using SPSS statistical software. The results showed that price discounts have a positive impact on online impulse purchases of air travel. Regarding emotions as mediators: no significant effects were found on pleasure, while excitement proved to be a partial mediator.
Making purchases online is increasingly becoming many people's favourite way of shopping. This has led companies to invest on understanding consumer behaviour and emotions better, as well as recognizing which strategies work best on this subject. The aim of this study is to explore how a promotional strategy, such as price discounts, affects impulse purchases in the travel industry, more specifically in the online purchase of air travel. It also seeks to understand the mediating role of emotions, pleasure and arousal. This research used the S-O-R model (stimulus-organism-response) as its base model, as it is widely used in studies of consumer behaviour. The methodology used was quantitative and a questionnaire was applied using the Google Forms platform, obtaining a total of 220 responses. The data was analysed using SPSS statistical software. The results showed that price discounts have a positive impact on online impulse purchases of air travel. Regarding emotions as mediators: no significant effects were found on pleasure, while excitement proved to be a partial mediator.
Description
Keywords
Viagens Descontos de preço Compras por impulso online Comportamento do consumidor Emoções na compra