Effects of Strategies Marketing of Collective Buying about Impulsive Behavior
Autor(a) principal: | |
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Data de Publicação: | 2014 |
Outros Autores: | , , |
Tipo de documento: | Artigo |
Idioma: | por |
Título da fonte: | REMark - Revista Brasileira de Marketing |
Texto Completo: | https://periodicos.uninove.br/remark/article/view/12045 |
Resumo: | Brazil has the second largest e-commerce market in the world. One model used in this sector is "collective buying", a feature of which is impulse sales. Consumer behavior can be influenced by several factors, two of which are addressed in this article: the individual impulsivity of consumers and strategies of mix marketing. Impulsive buying is characterized by an unplanned purchase, i.e. the need to acquire the product arises just before the purchase. Consumers respond differently to mixed strategies depending on their degree of impulsivity. Thus, this article aims to analyze the efficacy of different marketing mix strategies for impulsive and non-impulsive consumer purchasing behavior. 137 participants were given a questionnaire containing the Buying Impulsiveness scale from Rook and Fisher (1995), and statements about the marketing strategies used by collective buying sites. Through a regression analysis, three strategies were found to relate more to impulsivity: search for products from well-known brands, search for deals with big discounts and confidence in receiving the product. For e-commerce and researchers, this study elucidates which strategies, from the consumer's perspective, effectively persuade purchasing behavior. |
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REMark - Revista Brasileira de Marketing |
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Effects of Strategies Marketing of Collective Buying about Impulsive BehaviorEfeitos das Estratégias de Marketing de Compras Coletivas Sobre o Comportamento ImpulsivoCollective Buying, E-commerce, Marketing Strategies and Impulsive Behavior.Compras Coletivas, E-commerce, Estratégias de Marketing e Comportamento Impulsivo.Brazil has the second largest e-commerce market in the world. One model used in this sector is "collective buying", a feature of which is impulse sales. Consumer behavior can be influenced by several factors, two of which are addressed in this article: the individual impulsivity of consumers and strategies of mix marketing. Impulsive buying is characterized by an unplanned purchase, i.e. the need to acquire the product arises just before the purchase. Consumers respond differently to mixed strategies depending on their degree of impulsivity. Thus, this article aims to analyze the efficacy of different marketing mix strategies for impulsive and non-impulsive consumer purchasing behavior. 137 participants were given a questionnaire containing the Buying Impulsiveness scale from Rook and Fisher (1995), and statements about the marketing strategies used by collective buying sites. Through a regression analysis, three strategies were found to relate more to impulsivity: search for products from well-known brands, search for deals with big discounts and confidence in receiving the product. For e-commerce and researchers, this study elucidates which strategies, from the consumer's perspective, effectively persuade purchasing behavior.Brazil has the second largest e-commerce market in the world. One model used in this sector is "collective buying", a feature of which is impulse sales. Consumer behavior can be influenced by several factors, two of which are addressed in this article: the individual impulsivity of consumers and strategies of mix marketing. Impulsive buying is characterized by an unplanned purchase, i.e. the need to acquire the product arises just before the purchase. Consumers respond differently to mixed strategies depending on their degree of impulsivity. Thus, this article aims to analyze the efficacy of different marketing mix strategies for impulsive and non-impulsive consumer purchasing behavior. 137 participants were given a questionnaire containing the Buying Impulsiveness scale from Rook and Fisher (1995), and statements about the marketing strategies used by collective buying sites. Through a regression analysis, three strategies were found to relate more to impulsivity: search for products from well-known brands, search for deals with big discounts and confidence in receiving the product. For e-commerce and researchers, this study elucidates which strategies, from the consumer's perspective, effectively persuade purchasing behavior.DOI: 10.5585/remark.v13i3.2646Universidade Nove de Julho - Uninove2014-08-11info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionAvaliado por ParesPeer-reviewed Articleapplication/pdfhttps://periodicos.uninove.br/remark/article/view/1204510.5585/remark.v13i3.2646ReMark - Revista Brasileira de Marketing; v. 13, n. 3 (2014): Abril - Junho; 138-1512177-5184reponame:REMark - Revista Brasileira de Marketinginstname:Universidade Nove de Julho (UNINOVE)instacron:RBMporhttps://periodicos.uninove.br/remark/article/view/12045/5682Direitos autorais 2019 Revista Brasileira de Marketing – Remarkinfo:eu-repo/semantics/openAccessDias, Suzi Elen FerreiraMaria dos Santos, RosileneMartins, ViniciusIsabella, Giuliana2022-01-18T15:40:01Zoai:https://periodicos.uninove.br:article/12045Revistahttps://periodicos.uninove.br/remarkPRIhttps://periodicos.uninove.br/remark/oaiclaudiaraac@uol.com.br || admin@revistabrasileiramarketing.org || admin@revistabrasileiramarketing.org2177-51842177-5184opendoar:2022-01-18T15:40:01REMark - Revista Brasileira de Marketing - Universidade Nove de Julho (UNINOVE)false |
dc.title.none.fl_str_mv |
Effects of Strategies Marketing of Collective Buying about Impulsive Behavior Efeitos das Estratégias de Marketing de Compras Coletivas Sobre o Comportamento Impulsivo |
title |
Effects of Strategies Marketing of Collective Buying about Impulsive Behavior |
spellingShingle |
Effects of Strategies Marketing of Collective Buying about Impulsive Behavior Dias, Suzi Elen Ferreira Collective Buying, E-commerce, Marketing Strategies and Impulsive Behavior. Compras Coletivas, E-commerce, Estratégias de Marketing e Comportamento Impulsivo. |
title_short |
Effects of Strategies Marketing of Collective Buying about Impulsive Behavior |
title_full |
Effects of Strategies Marketing of Collective Buying about Impulsive Behavior |
title_fullStr |
Effects of Strategies Marketing of Collective Buying about Impulsive Behavior |
title_full_unstemmed |
Effects of Strategies Marketing of Collective Buying about Impulsive Behavior |
title_sort |
Effects of Strategies Marketing of Collective Buying about Impulsive Behavior |
author |
Dias, Suzi Elen Ferreira |
author_facet |
Dias, Suzi Elen Ferreira Maria dos Santos, Rosilene Martins, Vinicius Isabella, Giuliana |
author_role |
author |
author2 |
Maria dos Santos, Rosilene Martins, Vinicius Isabella, Giuliana |
author2_role |
author author author |
dc.contributor.author.fl_str_mv |
Dias, Suzi Elen Ferreira Maria dos Santos, Rosilene Martins, Vinicius Isabella, Giuliana |
dc.subject.por.fl_str_mv |
Collective Buying, E-commerce, Marketing Strategies and Impulsive Behavior. Compras Coletivas, E-commerce, Estratégias de Marketing e Comportamento Impulsivo. |
topic |
Collective Buying, E-commerce, Marketing Strategies and Impulsive Behavior. Compras Coletivas, E-commerce, Estratégias de Marketing e Comportamento Impulsivo. |
description |
Brazil has the second largest e-commerce market in the world. One model used in this sector is "collective buying", a feature of which is impulse sales. Consumer behavior can be influenced by several factors, two of which are addressed in this article: the individual impulsivity of consumers and strategies of mix marketing. Impulsive buying is characterized by an unplanned purchase, i.e. the need to acquire the product arises just before the purchase. Consumers respond differently to mixed strategies depending on their degree of impulsivity. Thus, this article aims to analyze the efficacy of different marketing mix strategies for impulsive and non-impulsive consumer purchasing behavior. 137 participants were given a questionnaire containing the Buying Impulsiveness scale from Rook and Fisher (1995), and statements about the marketing strategies used by collective buying sites. Through a regression analysis, three strategies were found to relate more to impulsivity: search for products from well-known brands, search for deals with big discounts and confidence in receiving the product. For e-commerce and researchers, this study elucidates which strategies, from the consumer's perspective, effectively persuade purchasing behavior. |
publishDate |
2014 |
dc.date.none.fl_str_mv |
2014-08-11 |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Avaliado por Pares Peer-reviewed Article |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
https://periodicos.uninove.br/remark/article/view/12045 10.5585/remark.v13i3.2646 |
url |
https://periodicos.uninove.br/remark/article/view/12045 |
identifier_str_mv |
10.5585/remark.v13i3.2646 |
dc.language.iso.fl_str_mv |
por |
language |
por |
dc.relation.none.fl_str_mv |
https://periodicos.uninove.br/remark/article/view/12045/5682 |
dc.rights.driver.fl_str_mv |
Direitos autorais 2019 Revista Brasileira de Marketing – Remark info:eu-repo/semantics/openAccess |
rights_invalid_str_mv |
Direitos autorais 2019 Revista Brasileira de Marketing – Remark |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.publisher.none.fl_str_mv |
Universidade Nove de Julho - Uninove |
publisher.none.fl_str_mv |
Universidade Nove de Julho - Uninove |
dc.source.none.fl_str_mv |
ReMark - Revista Brasileira de Marketing; v. 13, n. 3 (2014): Abril - Junho; 138-151 2177-5184 reponame:REMark - Revista Brasileira de Marketing instname:Universidade Nove de Julho (UNINOVE) instacron:RBM |
instname_str |
Universidade Nove de Julho (UNINOVE) |
instacron_str |
RBM |
institution |
RBM |
reponame_str |
REMark - Revista Brasileira de Marketing |
collection |
REMark - Revista Brasileira de Marketing |
repository.name.fl_str_mv |
REMark - Revista Brasileira de Marketing - Universidade Nove de Julho (UNINOVE) |
repository.mail.fl_str_mv |
claudiaraac@uol.com.br || admin@revistabrasileiramarketing.org || admin@revistabrasileiramarketing.org |
_version_ |
1799138640336519168 |