Os determinantes do comportamento de compra por impulso de calçado por mulheres

Abstract

Impulsive buying has been a topic of interest for more than half a century, however, the concept is not yet fully understood. Only a few researches focused on impulsive buying associated with women’s footwear. The main objective of this thesis is to identify and understand which are the factors that enhance the impulsive buying behavior of women regarding footwear. Based on the literature review, self-regulation, hedonic motives, fashion involvement, product aesthetics, symbols and identity, promotions and in-store environment were identified as factors that could justify this type of behavior. By identifying these constructs, it was possible to formulate a conceptual model that was tested using primary data, obtained through an online questionnaire with 199 valid responses. These data was analyzed using SPSS and SmartPLS. The results suggest self-regulation, hedonic motives and in-store environment as the determinants of women's impulsive buying behavior of footwear. On the contrary, the variables fashion involvement, aesthetics and symbols and identity do not present a statistically significant influence. Promotions as a variable was not analyzed, since it was not considered reliable. From a practical point of view, the results indicate that in order to encourage impulse buying of shoes by women, companies should take these factors into account, with special attention to the in-store environment, which could be manipulated by them.

Date of Award	7 Jul 2020
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Susana Silva (Supervisor) & Paulo Alexandre de Oliveira Duarte (Co-Supervisor)