Shopping habit formation by consumers on black friday
Autor(a) principal: | |
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Data de Publicação: | 2023 |
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/22565 |
Resumo: | Purpose: Black Friday (BF) is one of the most important holiday shopping days in retail and has impacted consumer habits. After many years, have been formed shopping habits by consumers on BF? To address this question, we conducted an investigation into the correlation between consumer habits and sales promotion studies, both of which share various commonalities. Our aim was to explore their interrelation within the context of Black Friday, utilizing a customized model specifically designed for this purpose. Design/methodology/approach: This paper is based on quantitative research involving 633 respondents. It uses structural equation models (SEM) to test relevant research hypotheses. Findings: The results show that there is habit formation on BF and that consumers are influenced by several factors, being guided not only by cognitive and rational issues regarding the strong appeal of low prices, but also by affective aspects and self-control difficulties, in addition to their previous buying experiences in the same period. Practical implications: As a significant portion of holiday shopping sales has shifted to November and consumers have developed a habit of shopping during BF, retailers can proactively enhance their strategies to meet consumer demands, avoiding unnecessary resource wastage. By adapting and capitalizing on this trend, retailers can maximize sales, attract new customers, and ultimately optimize their outcomes. Originality/value: The study contributes to the development of the research field on BF through a new model that investigates intention and future behavior, including the Theory of Planned Behavior (TPB). In addition, it adds to the existing discussions in the literature regarding the criticisms of the TPB model by pointing to evidence that mitigate these criticisms. |
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Shopping habit formation by consumers on black fridayFormação de habitos de compras pelos consumidores na black fridayBlack Friday Shopping; Habit Formation; Customer behavior; Theory of Planned Behavior (TPB)Black Friday; Formação de Hábito; Comportamento do Consumidor; Teoria do Comportamento Planejado (TPB)Purpose: Black Friday (BF) is one of the most important holiday shopping days in retail and has impacted consumer habits. After many years, have been formed shopping habits by consumers on BF? To address this question, we conducted an investigation into the correlation between consumer habits and sales promotion studies, both of which share various commonalities. Our aim was to explore their interrelation within the context of Black Friday, utilizing a customized model specifically designed for this purpose. Design/methodology/approach: This paper is based on quantitative research involving 633 respondents. It uses structural equation models (SEM) to test relevant research hypotheses. Findings: The results show that there is habit formation on BF and that consumers are influenced by several factors, being guided not only by cognitive and rational issues regarding the strong appeal of low prices, but also by affective aspects and self-control difficulties, in addition to their previous buying experiences in the same period. Practical implications: As a significant portion of holiday shopping sales has shifted to November and consumers have developed a habit of shopping during BF, retailers can proactively enhance their strategies to meet consumer demands, avoiding unnecessary resource wastage. By adapting and capitalizing on this trend, retailers can maximize sales, attract new customers, and ultimately optimize their outcomes. Originality/value: The study contributes to the development of the research field on BF through a new model that investigates intention and future behavior, including the Theory of Planned Behavior (TPB). In addition, it adds to the existing discussions in the literature regarding the criticisms of the TPB model by pointing to evidence that mitigate these criticisms.Objetivo: A Black Friday (BF) é um das datas mais importantes do calendário no varejo e tem impactado os hábitos dos consumidores. Após muitos anos, será que se formaram hábitos de compra nos consumidores durante a BF? Para responder a essa pergunta, realizamos uma investigação sobre a correlação entre hábitos de consumo e estudos de promoção de vendas, que compartilham diversas características em comum. Nosso objetivo foi explorar sua inter-relação no contexto da Black Friday, utilizando um modelo personalizado especificamente projetado para esse fim. Desenho/metodologia/abordagem: Este artigo é baseado em pesquisa quantitativa envolvendo 633 respondentes. Utiliza modelos de equações estruturais (SEM) para testar hipóteses de pesquisa relevantes. Resultados: Os resultados mostram que há formação de hábito na BF e que os consumidores são influenciados por vários fatores, sendo guiados não somente por questões cognitivas e racionais a respeito do forte apelo dos preços baixos, mas também por aspectos afetivos e dificuldades de autocontrole, além de suas experiências de compra anteriores no mesmo período. Implicações práticas: Como uma parcela significativa das vendas de final de ano deslocou-se para novembro e os consumidores desenvolveram o hábito de comprar durante a BF, os varejistas podem aprimorar proativamente suas estratégias para atender às demandas dos consumidores, evitando o desperdício desnecessário de recursos. Adaptando-se e capitalizando nesta tendência, os varejistas podem maximizar as vendas, atrair novos clientes e, em última análise, otimizar seus resultados. Originalidade/valor: O estudo contribui para o desenvolvimento do campo de pesquisa sobre a BF por meio de um novo modelo que investiga a intenção e o comportamento futuro, incluindo a Teoria do Comportamento Planejado (TPB). Além disso, ele acrescenta às discussões existentes na literatura sobre as críticas ao modelo TPB, apontando evidências que mitigam essas críticas.Universidade Nove de Julho - Uninove2023-12-29info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionPeer-reviewed ArticleAvaliado por Paresapplication/pdfhttps://periodicos.uninove.br/remark/article/view/2256510.5585/remark.v22i5.22565ReMark - Revista Brasileira de Marketing; v. 22 n. 5 (2023): (out.dez.); 1955-20152177-5184reponame:REMark - Revista Brasileira de Marketinginstname:Universidade Nove de Julho (UNINOVE)instacron:RBMporhttps://periodicos.uninove.br/remark/article/view/22565/10662Copyright (c) 2023 ReMark - Revista Brasileira de Marketinghttps://creativecommons.org/licenses/by-nc-sa/4.0info:eu-repo/semantics/openAccessGuerra, Alberto Alexandre CarrerasSantos, Anna Célia Affonso dosAbreu, Nelsio Rodrigues deFouto, Nuno M.M.D.2024-05-07T16:39:34Zoai:ojs.periodicos.uninove.br:article/22565Revistahttps://periodicos.uninove.br/remarkPRIhttps://periodicos.uninove.br/remark/oaiclaudiaraac@uol.com.br || admin@revistabrasileiramarketing.org || admin@revistabrasileiramarketing.org2177-51842177-5184opendoar:2024-05-07T16:39:34REMark - Revista Brasileira de Marketing - Universidade Nove de Julho (UNINOVE)false |
dc.title.none.fl_str_mv |
Shopping habit formation by consumers on black friday Formação de habitos de compras pelos consumidores na black friday |
title |
Shopping habit formation by consumers on black friday |
spellingShingle |
Shopping habit formation by consumers on black friday Guerra, Alberto Alexandre Carreras Black Friday Shopping; Habit Formation; Customer behavior; Theory of Planned Behavior (TPB) Black Friday; Formação de Hábito; Comportamento do Consumidor; Teoria do Comportamento Planejado (TPB) |
title_short |
Shopping habit formation by consumers on black friday |
title_full |
Shopping habit formation by consumers on black friday |
title_fullStr |
Shopping habit formation by consumers on black friday |
title_full_unstemmed |
Shopping habit formation by consumers on black friday |
title_sort |
Shopping habit formation by consumers on black friday |
author |
Guerra, Alberto Alexandre Carreras |
author_facet |
Guerra, Alberto Alexandre Carreras Santos, Anna Célia Affonso dos Abreu, Nelsio Rodrigues de Fouto, Nuno M.M.D. |
author_role |
author |
author2 |
Santos, Anna Célia Affonso dos Abreu, Nelsio Rodrigues de Fouto, Nuno M.M.D. |
author2_role |
author author author |
dc.contributor.author.fl_str_mv |
Guerra, Alberto Alexandre Carreras Santos, Anna Célia Affonso dos Abreu, Nelsio Rodrigues de Fouto, Nuno M.M.D. |
dc.subject.por.fl_str_mv |
Black Friday Shopping; Habit Formation; Customer behavior; Theory of Planned Behavior (TPB) Black Friday; Formação de Hábito; Comportamento do Consumidor; Teoria do Comportamento Planejado (TPB) |
topic |
Black Friday Shopping; Habit Formation; Customer behavior; Theory of Planned Behavior (TPB) Black Friday; Formação de Hábito; Comportamento do Consumidor; Teoria do Comportamento Planejado (TPB) |
description |
Purpose: Black Friday (BF) is one of the most important holiday shopping days in retail and has impacted consumer habits. After many years, have been formed shopping habits by consumers on BF? To address this question, we conducted an investigation into the correlation between consumer habits and sales promotion studies, both of which share various commonalities. Our aim was to explore their interrelation within the context of Black Friday, utilizing a customized model specifically designed for this purpose. Design/methodology/approach: This paper is based on quantitative research involving 633 respondents. It uses structural equation models (SEM) to test relevant research hypotheses. Findings: The results show that there is habit formation on BF and that consumers are influenced by several factors, being guided not only by cognitive and rational issues regarding the strong appeal of low prices, but also by affective aspects and self-control difficulties, in addition to their previous buying experiences in the same period. Practical implications: As a significant portion of holiday shopping sales has shifted to November and consumers have developed a habit of shopping during BF, retailers can proactively enhance their strategies to meet consumer demands, avoiding unnecessary resource wastage. By adapting and capitalizing on this trend, retailers can maximize sales, attract new customers, and ultimately optimize their outcomes. Originality/value: The study contributes to the development of the research field on BF through a new model that investigates intention and future behavior, including the Theory of Planned Behavior (TPB). In addition, it adds to the existing discussions in the literature regarding the criticisms of the TPB model by pointing to evidence that mitigate these criticisms. |
publishDate |
2023 |
dc.date.none.fl_str_mv |
2023-12-29 |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Peer-reviewed Article Avaliado por Pares |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
https://periodicos.uninove.br/remark/article/view/22565 10.5585/remark.v22i5.22565 |
url |
https://periodicos.uninove.br/remark/article/view/22565 |
identifier_str_mv |
10.5585/remark.v22i5.22565 |
dc.language.iso.fl_str_mv |
por |
language |
por |
dc.relation.none.fl_str_mv |
https://periodicos.uninove.br/remark/article/view/22565/10662 |
dc.rights.driver.fl_str_mv |
Copyright (c) 2023 ReMark - Revista Brasileira de Marketing https://creativecommons.org/licenses/by-nc-sa/4.0 info:eu-repo/semantics/openAccess |
rights_invalid_str_mv |
Copyright (c) 2023 ReMark - Revista Brasileira de Marketing https://creativecommons.org/licenses/by-nc-sa/4.0 |
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. 22 n. 5 (2023): (out.dez.); 1955-2015 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 |
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1799138639648653312 |