Click Here! Hypermedia, Compulsive Buying and Mobile Devices

• Autor(a) principal: Leal, Janayna Souto
• Data de Publicação: 2020
• Outros Autores: Baldanza, Renata Francisco
• Tipo de documento: Artigo
• Idioma: por
• Título da fonte: REMark - Revista Brasileira de Marketing
• Texto Completo: https://periodicos.uninove.br/remark/article/view/17138
• topic: Hypermedia; Compulsive Purchase; Mobile devices; Hipermídia; Compra Compulsiva; Dispositivos Móveis

Objective of the study - To analyze how hypermedia processes, via mobile devices, may or may not enhance compulsive buying behavior. Methodology / approach - The study used qualitative procedures. As a method of data collection, participant observation and interviews were used. For data analysis, the content analysis technique was used, under the guidance of Bardin (2011). Relevance / originality - Explore the theoretical gap of the lack of studies relating to hypermedia to compulsive shopping and mobile devices, in addition to the perceived vulnerability of the (or potential) compulsive buyer in the face of the countless number of advertisements and offers to which he is exposed, mainly with the popularization and rise of mobile devices as facilitators of this process. Main results - In the results found, it is clear that hypermedia processes, via mobile devices, can instigate the compulsive buying behavior of some categories of buyers, which are: normal, recreational and intermediate. In contrast, classic compulsives and addicted spenders feel less compelled to buy in the digital environment when exposed to such practices. Theoretical / methodological contributions - As a contribution, the research highlights the individual on a gradual and categorical scale with regard to purchase, based on the studies of Edwards (1993), discussing a less explored dimension of buyers on the exploitation of hypermedia processes, with a focus consumption via mobile devices. In the methodological aspects, an attempt was made to bring a qualitative approach as a way of showing another type of analysis of the themes studied.