Validação de uma escala sobre o comportamento do consumidor de se autopresentear
Autor(a) principal: | |
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Data de Publicação: | 2017 |
Tipo de documento: | Dissertação |
Idioma: | por |
Título da fonte: | Manancial - Repositório Digital da UFSM |
Texto Completo: | http://repositorio.ufsm.br/handle/1/14518 |
Resumo: | Due to the highlight in the Administration area of studies related to consumer behavior, by means of which one intends to identify some influences, stimuli and stages in the consumption, it was decided to carry out a research in this field (ONO et al., 2012). Analyzing how each type of behavior may influence the consumer's purchasing decision is of great importance (FUTRELL, 2003). Among the types of consumer behavior observed is the behavior of giving, which, by chance, is rooted in our society. The gifting behavior can happen of 2 (two) ways: to another person; or for yourself. It is worth mentioning that many researchers have focused on the first, but few, on the second, which can be termed self-gifting consumer behaviour (SGCB). In this respect, Mick and DeMoss (1990a, 1990b) were the pioneers in the investigation of this type of behavior. Thus, in order to fill a theoretical gap, referring to the self-gifting consumer behaviour, the present study has as general objective to validate the scale on the SGCB, proposed by Mortimer et al. (2015), for the Brazilian context and, as specific objectives: describe the profile of the respondents; analyze the constructs and respective variables of the scale on the SGCB, proposed by Mortimer et al. (2015); verify the differences in the perception of the respondents in relation to the variables of the scale on the SGCB, proposed by Mortimer et al. (2015); perform the depuration and validation for the Brazilian context of the scale on the SGCB, proposed by Mortimer et al. (2015); verify the differences of perception of the respondents in relation to the constructs of the scale on the SGCB, proposed by Mortimer et al. (2015), after being validated for the Brazilian context. The survey was applied to a sample of 1.315 (one thousand, three hundred and fifteen) respondents (web users, via e-mail, Facebook, Whastapp and Twitter). Among the results found, it was noted that, at the time of the Exploratory Factorial Analysis (EFA), there was a need to exclude only two variables of the model (CO_1 - “I would not buy gifts for myself to remind me of special times in my life” and MT_3 - “I do not purchase gifts for myself to feel motivated to achieve my goals”), because they presented values of communality and/or factorial load less than 0.50 (zero point fifty). In addition, at the time of the Confirmatory Factor Analysis (CFA), all adjustment indices of the model were satisfactory (χ²/gl, RMSR, RMSEA, GFI, IFC, NFI and TLI). Furthermore, all other measures were also adequate: reliability, through the results of Cronbach's Alpha; the convergent validity, through the analysis of the standardized loads, the extracted variance and the composite reliability; and the discriminant validity, by means of the analysis of the correlations between the constructs and of the comparison between the explained variance and the square of the estimates of the correlations between the constructs. Thus, after the exploratory factorial analysis and the confirmatory factorial analysis, we reached indices within the expected limits. In this context, the validity of the model is accepted as a research tool for the Brazilian context. |
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Validação de uma escala sobre o comportamento do consumidor de se autopresentearValidation of the self-gifting consumer behaviour scaleComportamento do consumidorAutopresentearValidação de escalaConsumer behaviourSelf-giftingScale validationCNPQ::CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAODue to the highlight in the Administration area of studies related to consumer behavior, by means of which one intends to identify some influences, stimuli and stages in the consumption, it was decided to carry out a research in this field (ONO et al., 2012). Analyzing how each type of behavior may influence the consumer's purchasing decision is of great importance (FUTRELL, 2003). Among the types of consumer behavior observed is the behavior of giving, which, by chance, is rooted in our society. The gifting behavior can happen of 2 (two) ways: to another person; or for yourself. It is worth mentioning that many researchers have focused on the first, but few, on the second, which can be termed self-gifting consumer behaviour (SGCB). In this respect, Mick and DeMoss (1990a, 1990b) were the pioneers in the investigation of this type of behavior. Thus, in order to fill a theoretical gap, referring to the self-gifting consumer behaviour, the present study has as general objective to validate the scale on the SGCB, proposed by Mortimer et al. (2015), for the Brazilian context and, as specific objectives: describe the profile of the respondents; analyze the constructs and respective variables of the scale on the SGCB, proposed by Mortimer et al. (2015); verify the differences in the perception of the respondents in relation to the variables of the scale on the SGCB, proposed by Mortimer et al. (2015); perform the depuration and validation for the Brazilian context of the scale on the SGCB, proposed by Mortimer et al. (2015); verify the differences of perception of the respondents in relation to the constructs of the scale on the SGCB, proposed by Mortimer et al. (2015), after being validated for the Brazilian context. The survey was applied to a sample of 1.315 (one thousand, three hundred and fifteen) respondents (web users, via e-mail, Facebook, Whastapp and Twitter). Among the results found, it was noted that, at the time of the Exploratory Factorial Analysis (EFA), there was a need to exclude only two variables of the model (CO_1 - “I would not buy gifts for myself to remind me of special times in my life” and MT_3 - “I do not purchase gifts for myself to feel motivated to achieve my goals”), because they presented values of communality and/or factorial load less than 0.50 (zero point fifty). In addition, at the time of the Confirmatory Factor Analysis (CFA), all adjustment indices of the model were satisfactory (χ²/gl, RMSR, RMSEA, GFI, IFC, NFI and TLI). Furthermore, all other measures were also adequate: reliability, through the results of Cronbach's Alpha; the convergent validity, through the analysis of the standardized loads, the extracted variance and the composite reliability; and the discriminant validity, by means of the analysis of the correlations between the constructs and of the comparison between the explained variance and the square of the estimates of the correlations between the constructs. Thus, after the exploratory factorial analysis and the confirmatory factorial analysis, we reached indices within the expected limits. In this context, the validity of the model is accepted as a research tool for the Brazilian context.Haja vista o destaque, no âmbito da Administração, de estudos relacionados ao comportamento do consumidor, por meio dos quais se pretende identificar algumas influências, estímulos e estágios no tocante ao consumo, resolveu-se realizar uma pesquisa nesta seara (ONO et al., 2012). Analisar de que modo cada tipo de comportamento pode influir na decisão de compra do consumidor se reveste de grande importância (FUTRELL, 2003). Entre os tipos de comportamento do consumidor observados está o comportamento de presentear, o qual, por ventura, encontra-se arraigado em nossa sociedade. O comportamento de presentear pode se dar de 2 (dois) modos: para outra pessoa; ou para si próprio. Vale mencionar que muitos pesquisadores se debruçaram sobre o primeiro, mas poucos, sobre o segundo, o qual pode ser denominado de comportamento do consumidor de se autopresentear (SGCB). Nesse aspecto, Mick e DeMoss (1990a, 1990b) foram os pioneiros no que tange à investigação deste tipo de comportamento. Assim, no intuito de se suprir uma lacuna teórica, referente ao comportamento do consumidor de se autopresentear, o presente estudo possui como objetivo geral validar a escala sobre o SGCB, proposta por Mortimer et al. (2015), para o contexto brasileiro e, como objetivos específicos: descrever o perfil dos respondentes; analisar os construtos e as respectivas variáveis da escala sobre o SGCB, proposta por Mortimer et al. (2015); verificar as diferenças de percepção dos respondentes em relação às variáveis da escala sobre o SGCB, proposta por Mortimer et al. (2015); realizar a depuração e a validação para o contexto brasileiro da escala sobre o SGCB, proposta por Mortimer et al. (2015); verificar as diferenças de percepção dos respondentes em relação aos construtos da escala sobre o SGCB, proposta por Mortimer et al. (2015), após ser validada para o contexto brasileiro. A pesquisa foi aplicada a uma amostra de 1.315 (um mil, trezentos e quinze) respondentes (usuários da web, por meio de e-mail, Facebook, Whastapp e Twitter). Entre os resultados encontrados, destaca-se que, por ocasião da Análise Fatorial Exploratória (AFE), houve a necessidade de exclusão de somente 2 (duas) variáveis do modelo (CO_1 - “Eu não me presentearia, a fim de me lembrar de momentos especiais da minha vida” e MT_3 - “Eu não compro presentes para mim com a finalidade de me motivar a alcançar meus objetivos”), em virtude de apresentarem valores de comunalidade e/ou carga fatorial inferior a 0,50 (zero vírgula cinquenta). Ademais, por ocasião da Análise Fatorial Confirmatória (AFC), todos os índices de ajuste do modelo se apresentaram satisfatórios (χ²/gl, RMSR, RMSEA, GFI, CFI, NFI e TLI). Outrossim, todas as outras medidas também se mostraram adequadas: a confiabilidade, por meio dos resultados do Alfa de Cronbach; a validade convergente, por meio da análise das cargas padronizadas, da variância extraída e da confiabilidade composta; e a validade discriminante, por meio da análise das correlações entre os construtos e da comparação entre a variância explicada e o quadrado das estimativas das correlações entre os construtos. Assim, após a realização das análises fatorial exploratória e confirmatória, chegou-se a índices dentro dos limites esperados. Neste contexto, admite-se a validade do modelo como instrumento de pesquisa para o contexto brasileiro.Universidade Federal de Santa MariaBrasilAdministraçãoUFSMPrograma de Pós-Graduação em AdministraçãoCentro de Ciências Sociais e HumanasLöbler, Mauri Leodirhttp://lattes.cnpq.br/7320669188854401Simonetto, Eugênio de Oliveirahttp://lattes.cnpq.br/1853313255345200Santos, Wellington Furtadohttp://lattes.cnpq.br/0525935679118012Schneider, Jardel Romeu2018-10-10T18:29:50Z2018-10-10T18:29:50Z2017-08-31info:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://repositorio.ufsm.br/handle/1/14518porAttribution-NonCommercial-NoDerivatives 4.0 Internationalhttp://creativecommons.org/licenses/by-nc-nd/4.0/info:eu-repo/semantics/openAccessreponame:Manancial - Repositório Digital da UFSMinstname:Universidade Federal de Santa Maria (UFSM)instacron:UFSM2018-10-10T18:29:50Zoai:repositorio.ufsm.br:1/14518Biblioteca Digital de Teses e Dissertaçõeshttps://repositorio.ufsm.br/ONGhttps://repositorio.ufsm.br/oai/requestatendimento.sib@ufsm.br||tedebc@gmail.comopendoar:2018-10-10T18:29:50Manancial - Repositório Digital da UFSM - Universidade Federal de Santa Maria (UFSM)false |
dc.title.none.fl_str_mv |
Validação de uma escala sobre o comportamento do consumidor de se autopresentear Validation of the self-gifting consumer behaviour scale |
title |
Validação de uma escala sobre o comportamento do consumidor de se autopresentear |
spellingShingle |
Validação de uma escala sobre o comportamento do consumidor de se autopresentear Schneider, Jardel Romeu Comportamento do consumidor Autopresentear Validação de escala Consumer behaviour Self-gifting Scale validation CNPQ::CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO |
title_short |
Validação de uma escala sobre o comportamento do consumidor de se autopresentear |
title_full |
Validação de uma escala sobre o comportamento do consumidor de se autopresentear |
title_fullStr |
Validação de uma escala sobre o comportamento do consumidor de se autopresentear |
title_full_unstemmed |
Validação de uma escala sobre o comportamento do consumidor de se autopresentear |
title_sort |
Validação de uma escala sobre o comportamento do consumidor de se autopresentear |
author |
Schneider, Jardel Romeu |
author_facet |
Schneider, Jardel Romeu |
author_role |
author |
dc.contributor.none.fl_str_mv |
Löbler, Mauri Leodir http://lattes.cnpq.br/7320669188854401 Simonetto, Eugênio de Oliveira http://lattes.cnpq.br/1853313255345200 Santos, Wellington Furtado http://lattes.cnpq.br/0525935679118012 |
dc.contributor.author.fl_str_mv |
Schneider, Jardel Romeu |
dc.subject.por.fl_str_mv |
Comportamento do consumidor Autopresentear Validação de escala Consumer behaviour Self-gifting Scale validation CNPQ::CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO |
topic |
Comportamento do consumidor Autopresentear Validação de escala Consumer behaviour Self-gifting Scale validation CNPQ::CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO |
description |
Due to the highlight in the Administration area of studies related to consumer behavior, by means of which one intends to identify some influences, stimuli and stages in the consumption, it was decided to carry out a research in this field (ONO et al., 2012). Analyzing how each type of behavior may influence the consumer's purchasing decision is of great importance (FUTRELL, 2003). Among the types of consumer behavior observed is the behavior of giving, which, by chance, is rooted in our society. The gifting behavior can happen of 2 (two) ways: to another person; or for yourself. It is worth mentioning that many researchers have focused on the first, but few, on the second, which can be termed self-gifting consumer behaviour (SGCB). In this respect, Mick and DeMoss (1990a, 1990b) were the pioneers in the investigation of this type of behavior. Thus, in order to fill a theoretical gap, referring to the self-gifting consumer behaviour, the present study has as general objective to validate the scale on the SGCB, proposed by Mortimer et al. (2015), for the Brazilian context and, as specific objectives: describe the profile of the respondents; analyze the constructs and respective variables of the scale on the SGCB, proposed by Mortimer et al. (2015); verify the differences in the perception of the respondents in relation to the variables of the scale on the SGCB, proposed by Mortimer et al. (2015); perform the depuration and validation for the Brazilian context of the scale on the SGCB, proposed by Mortimer et al. (2015); verify the differences of perception of the respondents in relation to the constructs of the scale on the SGCB, proposed by Mortimer et al. (2015), after being validated for the Brazilian context. The survey was applied to a sample of 1.315 (one thousand, three hundred and fifteen) respondents (web users, via e-mail, Facebook, Whastapp and Twitter). Among the results found, it was noted that, at the time of the Exploratory Factorial Analysis (EFA), there was a need to exclude only two variables of the model (CO_1 - “I would not buy gifts for myself to remind me of special times in my life” and MT_3 - “I do not purchase gifts for myself to feel motivated to achieve my goals”), because they presented values of communality and/or factorial load less than 0.50 (zero point fifty). In addition, at the time of the Confirmatory Factor Analysis (CFA), all adjustment indices of the model were satisfactory (χ²/gl, RMSR, RMSEA, GFI, IFC, NFI and TLI). Furthermore, all other measures were also adequate: reliability, through the results of Cronbach's Alpha; the convergent validity, through the analysis of the standardized loads, the extracted variance and the composite reliability; and the discriminant validity, by means of the analysis of the correlations between the constructs and of the comparison between the explained variance and the square of the estimates of the correlations between the constructs. Thus, after the exploratory factorial analysis and the confirmatory factorial analysis, we reached indices within the expected limits. In this context, the validity of the model is accepted as a research tool for the Brazilian context. |
publishDate |
2017 |
dc.date.none.fl_str_mv |
2017-08-31 2018-10-10T18:29:50Z 2018-10-10T18:29:50Z |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/masterThesis |
format |
masterThesis |
status_str |
publishedVersion |
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http://repositorio.ufsm.br/handle/1/14518 |
url |
http://repositorio.ufsm.br/handle/1/14518 |
dc.language.iso.fl_str_mv |
por |
language |
por |
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Attribution-NonCommercial-NoDerivatives 4.0 International http://creativecommons.org/licenses/by-nc-nd/4.0/ info:eu-repo/semantics/openAccess |
rights_invalid_str_mv |
Attribution-NonCommercial-NoDerivatives 4.0 International http://creativecommons.org/licenses/by-nc-nd/4.0/ |
eu_rights_str_mv |
openAccess |
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application/pdf |
dc.publisher.none.fl_str_mv |
Universidade Federal de Santa Maria Brasil Administração UFSM Programa de Pós-Graduação em Administração Centro de Ciências Sociais e Humanas |
publisher.none.fl_str_mv |
Universidade Federal de Santa Maria Brasil Administração UFSM Programa de Pós-Graduação em Administração Centro de Ciências Sociais e Humanas |
dc.source.none.fl_str_mv |
reponame:Manancial - Repositório Digital da UFSM instname:Universidade Federal de Santa Maria (UFSM) instacron:UFSM |
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Universidade Federal de Santa Maria (UFSM) |
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UFSM |
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UFSM |
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Manancial - Repositório Digital da UFSM |
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Manancial - Repositório Digital da UFSM |
repository.name.fl_str_mv |
Manancial - Repositório Digital da UFSM - Universidade Federal de Santa Maria (UFSM) |
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atendimento.sib@ufsm.br||tedebc@gmail.com |
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1805922137725206528 |