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Relação entre materialismo e estilo de consumo: homens e mulheres com comportamento díspare?

Author

Listed:
  • Zampieri Grohmann Márcia

    (Universidad Federal de Santa María)

  • Flores Batistella Luciana

    (Universidad Federal de Santa María)

  • Antonio Beuron Thiago

    (Universidad Federal de Santa María)

  • Aita Riss Luciana

    (Universidad Federal de Santa María)

  • Moura Carpes Aletéia de

    (Universidad Federal de Santa María)

  • Lutz Carolina

    (Universidad Federal de Santa María)

Abstract

El género es una variable importante para la comprensión del consumidor y, por lo tanto, ha sido utilizado como un factor moderador en la relación entre materialismo (constructo antecedente) y estilo de consumo –entendido como importancia atribuida a la marca, comportamiento de compra compulsivo e influencia de otros en el proceso de compra (constructos consecuentes). El modelo utilizado para medir el materialismo fue el de Richins (2004) y para medir el estilo de consumo se utilizó el estudio de McCarty et al. (2007). Se realizó una investigación descriptiva y cuantitativa con 390 consumidores brasileños y el ajuste del modelo, por medio de análisis factorial confirmatorio, fue satisfactorio. Mediante ecuaciones estructurales fueron probadas seis hipótesis de relaciones causales positivas. Los resultados demostraron que: el materialismo tiene relación con la importancia atribuida a la marca (ß=0.329); el materialismo tiene relación con la compra compulsiva (ß=0.485); el materialismo tiene relación con la influencia de otros (ß=0.137); la relación entre el materialismo y la importancia atribuida en la marca es más fuerte en las mujeres; la relación entre el materialismo y la compra compulsiva es más fuerte entre los hombres. La hipótesis de que el materialismo se relaciona más fuerte con la influencia de otros para las mujeres no fue confirmada. La investigación permite concluir que el materialismo antecede al estilo de compra y que hombres y mujeres tienen percepciones diferentes.

Suggested Citation

  • Zampieri Grohmann Márcia & Flores Batistella Luciana & Antonio Beuron Thiago & Aita Riss Luciana & Moura Carpes Aletéia de & Lutz Carolina, 2012. "Relação entre materialismo e estilo de consumo: homens e mulheres com comportamento díspare?," Contaduría y Administración, Accounting and Management, vol. 57(1), pages 185-214, enero-mar.
    • Handle: RePEc:nax:conyad:v:57:y:2012:i:1:p:185-214
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    References listed on IDEAS

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