A influência do isolamento social nas relações entre emoção, compra por impulso, valor de compra e depleção do ego na intenção de compra indulgente

Abstract

This dissertation aims to identify the influence of social isolation on the relationships among positive and negative emotions, impulse buying tendency, hedonic and utilitarian purchase values, and ego depletion in indulgent consumption. This research is quantitative, with statistical analysis conducted through modelling of structural equations with estimation of partial least squares. A sample of 311 students composed the cross-sectional survey. The main results of this research demonstrate that the intervening variable social isolation, especially observed worldwide at higher levels due the Covid-19 pandemic, affects the relationships among emotions, purchase values and ego depletion and purchase intention in indulgent and non-indulgent consumption. The theoretical contribution of this dissertation involves the literature on consumer behaviour, specifically indulgent and non-indulgent purchase intention. The constructs positive and negative emotion, purchase values, hedonic and utilitarian, and ego depletion presented relationships with indulgent and non-indulgent purchase intention affected by social isolation. We point out managerial contributions in relation to marketing tools which may change the levels of indulgent and non-indulgent purchase intention in different ways in the context of social isolation. This conceptual model is original, and we did not identify previous published studies that relate social isolation to indulgent purchase intention and the other constructs used in this study.