CONEXÃO VISUAL E EMOCIONAL E A INTENÇÃO DE COMPRAR LINGERIE PARA MULHERES E A MODERAÇÃO DO SEU ESTADO CIVIL

  • Rafael Mendes Lübeck Pontifícia Universidade Católica do Rio Grande do Sul PUC-RS
  • Aline Hopner Pontifícia Universidade Católica do Rio Grande do Sul PUC-RS
  • Fernando Oliveira Santini Pontifícia Universidade Católica do Rio Grande do Sul PUC-RS
  • Joao Paulo Capelli Martins Pontifícia Universidade Católica do Rio Grande do Sul PUC-RS

Resumo

O objetivo com este estudo foi analisar a relação entre a conexão visual (sensorial) e a conexão emocional dos consumidores com a intenção de comprar um produto feminino (roupas íntimas) e o efeito moderador do estado civil nessa relação. Para esse fim, um estudo quantitativo foi realizado com uma amostra por conveniência (n = 241), no qual os resultados foram analisados por modelagem de equações estruturais. Concluiu-se que a intenção de comprar lingerie para mulheres na amostra obtida ocorre pela conexão visual e emocional com o produto e que a relação entre conexão emocional e intenção de compra é moderada pelo estado civil da entrevistada.   

Palavras-chave: Conexão visual. Conexão emocional. Intenção de compra.

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Publicado
30-03-2016
Como Citar
Mendes Lübeck, R., Hopner, A., Oliveira Santini, F., & Capelli Martins, J. P. (2016). CONEXÃO VISUAL E EMOCIONAL E A INTENÇÃO DE COMPRAR LINGERIE PARA MULHERES E A MODERAÇÃO DO SEU ESTADO CIVIL. RACE - Revista De Administração, Contabilidade E Economia, 15(1), 251-274. https://doi.org/10.18593/race.v15i1.7169