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Les mécanismes de l'expérience d'achat impulsif : analyse du rôle central du contenu de l'expérience vécue par le consommateur à l'intérieur du lieu de vente / The mechanisms of the impulsive buying experience : analysis of the central role of experience content lived by the consumer inside the place of saleAbbes, Intissar 27 April 2012 (has links)
S’inscrivant dans une approche par le contenu de l’expérience, cette recherche vise à évaluer le niveau d’influence du vécu du consommateur à l’intérieur du lieu de vente dans la réalisation d’achats impulsifs suscitant un besoin de réexpérience. L’objectif ultime de cette démarche est d’identifier les techniques susceptibles d’être adoptées par les managers des points de vente en vue de concilier rentabilité immédiate (i.e. fréquence des achats impulsifs) et rentabilité future (i.e. intention de revenir dans ce même magasin). La thèse s’emploie à tenté d’ouvrir la boite noire du vécu du consommateur à l’intérieur du lieu de vente et à proposer une conceptualisation dynamique de l’expérience d’achat impulsif en croisant différentes voies méthodologiques, qualitatives et quantitatives. A partir d‘une vaste investigation auprès des clients des magasins d’habillement et accessoires du centre commercial Géant Casino à Tunis, nous avons réussi à prouver que le contenu de l’expérience vécue par le consommateur à l’intérieur du lieu de vente est un construit de second ordre composé de trois dimensions: le plaisir, l’éveil-sensoriel et l’immersion. Ce construit global est explicatif de la formation d‘une attitude positive par rapport aux produits du magasin, de la naissance d’impulsions d’achat, de l’atténuation du regret anticipé d’achat et de l’accentuation du regret anticipé de non achat (mécanismes de la négociation intérieure) et donc de la réalisation d’achats impulsifs. Il influence également le besoin le réexpérience du consommateur éprouvé à l’instant de l’expérience et 15 jours. Le contenu de l’expérience vécue par le consommateur à l’intérieur du lieu de vente pourrait, ainsi, être considéré comme un outil de contrôle performant du niveau d’interactivité des consommateurs avec les contextes expérientiels mis en place par les enseignes, un moyen de fidélisation de ses clients et un levier d’action permettant de renforcer leur avantage concurrentiel commercial. / As part of an approach by the content of experience, this research aims to assess the level of the influence of the consumer‘s experience inside the place of sale in the realization of an impulse buy-inducing need to reexperience. The ultimate goal of this approach is to identify techniques that could be adopted by managers of retail outlets in view of balancing immediate profitability (ie frequency of impulse buying) and future profitability (ie intention to return to the same store). The thesis seeks to attempt to open the black box of the consumer experience inside the point of sale and offer a dynamic conceptualization of impulsive buying experience by combining different methodological ways, quantitative and qualitative ones. From an extensive investigation from consumers of clothing and accessories stores in the “Géant Casino” shopping mall in Tunis, we succeeded in proving that the content of the consumer’s experience inside the place of sale is a subsidiary construction of three dimensions: pleasure, sensory-awakening and immersion. This global construct explains the formation of a positive attitude towards the store products, the appearance of impulses of purchase, the mitigation of the anticipated regret of buying and the accentuation of the anticipated regret of not buying (internal mechanisms of negotiation) and therefore the realization of impulse buying. This construct also affects the need of reexperience that the consumer felt at the time of the experiment and also after 15 days. The latter could thus be seen as a powerful tool for monitoring the level of interactivity with the consumer experiential contexts set up by brand stores, a way to customer loyalty and an instrument of strategic action for strengthening their competitive commercial’s advantage.
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Från att konsumera medier till att konsumera varor : En studie om hur Instagram-användare upplever och förhåller sig till konsumtion på applikationenStålbalk Brodin, Linnea, Malkhasian, Rita January 2020 (has links)
In a short period of time, the internet has become more of an essential asset for people to perform their daily tasks. With the consumption of products and services reaching an all-time high, impulse buying has become a growing issue. Instagram is one of the world’s most popular social media platforms and recently launched new shopping functions. While earlier studies show entertainment- and social motives for usage of Instagram, market drivers show that Instagram plays a central role in today’s online shopping. The purpose of this study is to investigate if Instagram can influence its users to increase impulse buying and if so, how that is done. This study has been implemented with triangulation by using a quantitative and a qualitative method approach. Based on a survey as well as an interview survey within this study, data has been analyzed based on behavioral theory, social influence theory, motives for usage of social media and theories of impulse buying. The results of this study show that there is a new or increased need to buy products and services on Instagram and that there are impulse purchases as a result of Instagram. Instagram users are shown to be affected by the social influence and the marketing on Instagram. / Internet har på kort tid blivit en viktig tillgång för människor att kunna utföra uppgifter i sina vardagliga liv. Människor konsumerar allt mer i en växande internetmarknad, där impulsköp sker i allt större omfattning. Instagram är ett av världens mest populära sociala medier och har på senare tid lanserat nya shopping-funktioner i Sverige. Samtidigt som tidigare studier skildrar underhållning och sociala motiv för användningen av Instagram, talar marknadsförare idag om Instagram som ett centrum för e-handel. Detta ger skilda meningar om vad Instagram ska användas till. Syftet med studien är att undersöka om Instagram kan driva fram ett impulsköpbeteende hos användare och i sådana fall hur. Denna studie har genomförts genom en triangulering, med både en kvantitativ och kvalitativ metodansats. Utifrån enkät- samt intervjuundersökningen har datan analyserats med utgångspunkt i studiens teoretiska ramverk kring beteende, socialt inflytande och motiv för användning av applikationen. Resultatet i denna studie visar att det uppstår ett nytt- eller förstärkt behov av att köpa produkter och tjänster på Instagram samt att det förekommer impulsköp till följd av användning av applikationen. Instagram-användare visar sig påverkas av socialt inflytande och marknadsföring på Instagram.
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Online visual merchandising på shoppingappar : En studie om miljömässiga elements påverkan på impulsköpsbeteendeBerg, Fanny, Fredriksson, Lina January 2020 (has links)
Impulse purchases on mobile applications are an important source of income for clothing companies in today's society. Thoughtful store communication on shopping apps is therefore necessary in the competitive clothing industry. Environmental elements are various communication tools in online visual merchandising (OVM) which have a great influence on consumers' purchasing behavior but whose impact on impulse purchases separately has not yet been explored. The purpose of the study is therefore to elucidate which environmental elements stimulate impulse buying behavior online on mobile shopping apps in the clothing industry. To investigate this, a qualitative study was conducted in the form of semi-structured interviews. According to the study, all environmental elements besides audio on video stimulate online impulse buying behavior on mobile shopping apps within the clothing industry. However, certain conditions exist for the execution of these environmental elements for this stimulus to occur. The study's results therefore show a problem that exists in securing which environmental elements stimulate impulse buying behavior when there are many embodiments of environmental elements that are experienced in different ways depending on who is exposed to them that causes an element to be able to stimulate but also prevent impulse purchases depending on this. / Försäljning genom impulsköp via mobilappar är en viktig inkomstkälla för klädföretag i dagens samhälle. Behovet av genomtänkt butikskommunikation på shoppingappar är därför stort i den konkurrenssatta klädbranschen. Miljömässiga element är olika kommunikationsredskap inom online visual merchandising (OVM) som har stort inflytande på konsumenters köpbeteende men vars påverkan på impulsköp var för sig ännu inte har utforskats. Syftet med studien är därför att belysa vilka miljömässiga element som stimulerar impulsköpbeteende online på mobila shoppingappar inom klädbranschen. För att undersöka detta har en kvalitativ studie genomförts i form av semistrukturerade intervjuer. Enligt gällande studie stimulerar alla miljömässiga element förutom ljud till video till impulsköpbeteende online på mobila shoppingappar inom klädbranschen. Dock förekommer vissa premisser för utförandet av dessa miljömässiga element för att denna stimulans ska ske. Studiens resultat visar således en problematik som förekommer vid säkerställandet av vilka miljömässiga element som stimulerar till impulsköpbeteende då det förekommer många utföranden av miljömässiga element, som i sin tur upplevs på olika vis beroende på vem som exponeras för dem att det gör att ett element många gånger verkar kunna stimulera men också förhindra impulsköp beroende av detta.
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La influencia del Brand attachment que genera en la compra impulsiva del consumidor millennial en el comercio electrónicoAguilar Villa, Rosa Graciela, Vásquez Zárate, María Florencia 13 February 2021 (has links)
En la actualidad, las personas han permitido que las marcas que suelen utilizar entren a sus vidas volviéndose estas fundamentales en la vida diaria. Es por eso, que estas están constantemente pendientes en utilizan diferentes estrategias de marketing para captar la atención y a su vez satisfacer las necesidades de sus consumidores. El apego de marca ha incrementado notoriamente en las personas durante los últimos años, esto se debe a que los consumidores han evolucionado en las decisiones de compras y en sus necesidades. Es decir, que se han vuelto más exigentes. Sin embargo, si estas marcas logran satisfacer dichas necesidades, esta será considerada como la primera opción de los clientes en sus futuras compras. Es por ello que en el siguiente trabajo de investigación se analiza las variables responsables que genera la compra impulsiva. En el mundo moderno el mercado de compra y venta ha cambiado y se ha vuelto más versátil. Lo que antes demoraba horas en ir , buscar , comprar y regresar , ahora eso se reduce en un solo click gracias al internet. Debido esa facilidad y practicidad de adquirir un producto, ha aumentado el consumo al punto de llegar a generar la compra impulsiva por parte de los consumidores. / Nowadays, people have allowed the brands they usually use to enter their lives, becoming these fundamental in their daily life. That is why they are constantly pending in different marketing strategies to capture the attention once they satisfy the needs of their consumers. Brand attachment has increased notably in people in recent years, this is because consumers have evolved in purchasing decisions and their needs. That is, they have become more demanding. However, if these brands manage to meet their needs, this will be considered as the first choice of customers in their future purchases. That is why the following research work analyzes the responsible variables generated by impulsive buying. In the modern world the market for buying and selling has changed and has become more versatile. What used to take hours to go, search, buy and return, now is reduced in a single click thanks to the internet. Due to the ease and practicality of acquiring a product, consumption has increased to the point of generating impulsive purchase by consumers. / Trabajo de investigación
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[pt] IMPACTOS DO BEM-ESTAR SUBJETIVO E DA PERSONALIDADE EM COMPORTAMENTOS DE COMPRA / [en] IMPACTS OF SUBJECTIVE WELL-BEING AND PERSONALITY ON PURCHASING BEHAVIORSIBELE DIAS DE AQUINO 05 September 2022 (has links)
[pt] Considerando-se que traços de personalidade impactam em muitas variáveis e
contextos, a presente tese teve como objetivo verificar o poder preditivo do bemestar subjetivo sobre o comportamento de compra por impulso e sobre a escolha de
itens de compra, controlando-se o efeito da personalidade. Para tanto, foram
realizados quatro estudos, cujos dados foram coletados por meio de questionários
disponibilizados em plataforma na internet. O primeiro estudo teve o objetivo de
buscar evidências de validade da escala Hedonic Shopping Motivations.
Verificaram-se evidências de validade satisfatórias para o instrumento. A
mensuração desse construto testou padrões correlacionais e de predição das
motivações hedônicas sobre variáveis de compra, e os resultados revelaram uma
rede nomológica que favorece formulações teóricas mais robustas sobre
comportamento do consumidor. O segundo estudo consistiu na busca por
evidências de validade da escala Short Affect Intensity Scale (SAIS-BR) para o
contexto brasileiro. Esse segundo instrumento adaptado mensura a intensidade com
a qual uma pessoa experimenta emoções, concentrando-se na consistência das
reações afetivas que ela costuma ter diante de estímulos emocionais. O instrumento
adaptado mostrou satisfatórias evidências de validade. As diferenças individuais na
intensidade afetiva foram associadas a personalidade, frequência de afetos e
satisfação de vida, ampliando o conhecimento a respeito de como afetos são
experimentados e sobre os impactos da intensidade afetiva no cotidiano. As
correlações encontradas entre fatores da SAIS-BR e dimensões do bem-estar
subjetivo reforçaram a ideia de que a dimensão emocional do bem-estar subjetivo
refere-se tanto à frequência de sentimentos e emoções, quanto à magnitude de suas
expressões. O terceiro estudo testou o poder preditivo do bem-estar subjetivo, da
intensidade afetiva e da personalidade sobre a tendência de comprar por impulso.
Além de corroborar achados anteriores sobre poder preditivo de afetos negativos,
os resultados também mostraram o papel dos fatores de personalidade nessa
predição, gerando novas evidências empíricas sobre compras por impulso e bemestar subjetivo no Brasil. O quarto estudo verificou o poder preditivo do bem-estar
subjetivo e da personalidade sobre a preferência por compras experienciais e
materiais. Os resultados mostraram a ausência de poder preditivo da frequência de
afetos sobre a variável desfecho, além de indicar que algumas variáveis
sociodemográficas e traços de personalidade podem predizer tais preferências dos
indivíduos. No geral, os achados tiram das emoções parte da carga de
responsabilidade sobre comportamentos de compra, indicando impacto leve do
bem-estar sobre impulsividade nas compras e sobre escolhas de tipos de produtos.
Uma importância fundamental desta tese é a produção de conhecimentos aplicáveis
tanto para o campo do comportamento do consumidor quanto para o campo da
psicologia positiva, destacando-se a relevância da interdisciplinaridade e da
pesquisa transformativa do consumidor no Brasil. / [en] Considering that personality traits impact many variables and contexts, the present
thesis aimed to verify the predictive power of subjective well-being on impulse
buying behavior and on the choice of purchase items, controlling for the effect of
personality. To this end, four studies were carried out and data were collected
through questionnaires made available on an internet platform. The first study
aimed to seek evidence of validity of the Hedonic Shopping Motivations scale.
There was satisfactory evidence of validity for the instrument. The measurement of
this construct tested correlational and predictive patterns of hedonic motivations on
purchase variables, and the results revealed a nomological network that favors more
robust theoretical formulations on consumer behavior. The second study consisted
of searching for evidence of validity of the Short Affect Intensity Scale (SAIS-BR)
for the Brazilian context. This second adapted instrument measures the intensity
with which a person experiences emotions, focusing on the consistency of the
affective reactions that they usually have when faced with emotional stimuli. The
adapted instrument showed satisfactory evidence of validity. Individual differences
in affective intensity were associated with personality, frequency of affections and
life satisfaction, increasing the knowledge about how affections are experienced
and about the impacts of affective intensity on daily life. The correlations found
between SAIS-BR factors and dimensions of subjective well-being reinforced the
idea that the emotional dimension of subjective well-being refers to both the
frequency of feelings and emotions and the magnitude of their expressions. The
third study tested the predictive power of subjective well-being, affective intensity,
and personality on the tendency to buy impulsively. In addition to corroborating
previous findings on the predictive power of negative affects, the results also
showed the role of personality factors in this prediction, generating new empirical
evidence on impulse buying and subjective well-being in Brazil. The fourth study
verified the predictive power of subjective well-being and personality on the
preference for experiential and material purchases. The results showed an absence
of predictive power of the frequency of affections on the outcome variable, in
addition to indicating that some sociodemographic variables and personality traits
can predict such individual preferences. Overall, the findings remove part of the
burden of responsibility on purchasing behaviors from emotions, indicating a mild
impact of well-being on impulsive buying and on product choices. A fundamental
importance of this thesis is the production of knowledge that is applicable both to
the field of consumer behavior and to the field of positive psychology, highlighting
the relevance of interdisciplinarity and transformative consumer research in Brazil.
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Consumption in life transition : How do unemployed consumers behave in the marketplace?Sihvo, Cecilia, Mesanovic, Diana January 2010 (has links)
Background: We live in a world where not everyone is employed; numerous people havelost their jobs due to several factors where one of them is the economic crisis. This has hada huge impact on Sweden and the unemployment rate. Previous research has shown thatinflation, unemployment, and high interest rates represent risks to consumer welfare. We all consume daily, or on occasions, but how do unemployed consumers consume, what do they consume and why? In this area, the authors have found a knowledge gap in literature; therefore exploring this phenomenon is of interest. Purpose: The purpose of this study is to explore and illustrate how consumers who have experienced a life transition, from employment to unemployment, are affected by this and how it has an impact on their consumption. Method: This is an exploratory study performed with a qualitative and an abductive approach, where the authors used primary data collection through semi-structured in-depth interviews in Swedish with 16 unemployed consumers. These unemployed consumers were selected at Arbetsförmedlingen, the public employment service, in Jönköping. Results: By living in unemployment the consumers have been affected psychologically, physically, financially and socially. Their identity has changed for each of them since they have to adapt to the new circumstances in their life. The new life situation has had an impact on the consumer’s well-being where depression, anxiety, and a feeling of being the underdog in the society is present. Their new life situation has implied a change in their consumption behavior since they nowadays have to prioritize the basic needs. Many of the respondents used explicit and implicit shopping-list in order to reduce their impulse buying. The contribution that the authors have done to the theory of resistance is a fourth category called ‘Everyday life resistance’ which explains the behavior of people who live in unemployment, i.e. they always have to think about resisting temptations, wants, desires, and avoiding situations where the result may be unnecessary consumption. The consumers in this study are highly involved in their consumption behavior, which the authors have chosen to call ‘reversed habitual decision making’. This kind of involvement is very high despite the high- or low risk category of the product. Their new life situation has made them more aware of product alternatives, market supply, prices, and also knowledge about their own resistance in the marketplace. / Bakgrund: Vi lever i en värld där inte alla har en anställning, en omfattande andel av befolkningen har förlorat sitt jobb på grund av flera faktorer, där en av dem är den ekonomiska krisen. Detta har haft en stor påverkan på Sverige och dess arbetslöshet. Föregående studier har visat att inflation, arbetslöshet och hög räntesats representerar risk för konsumentens välbefinnande. Vi alla konsumerar dagligen eller vid speciella tillfällen, men hur konsumerar en arbetslös konsument, vad konsumerar dem och varför? Inom detta område har författarna funnit ett kunskaps gap i litteraturen, därav är en undersökning av detta fenomen av intresse. Syfte: Syftet med denna studie är att utforska och illustrera hur konsumenter som har genomgått en livsförändring, från att ha varit anställd till att vara arbetslös, är påverkade av detta och hur detta har inverkat på deras konsumtion. Metod: Detta är en explorativ studie genomförd med en kvalitativ och abduktiv tillvägagångssätt där författarna har använt sig av primär information samlad genom, till viss del, strukturerade djupgående intervjuer på svenska med 16 arbetslösa konsumenter. Dessa var utvalda vid Arbetsförmedlingen i Jönköping. Resultat: Att leva som arbetslös har påverkat konsumenterna psykologiskt, fysiskt, finansiellt och socialt. Deras identitet har förändrats då de måste anpassa sig till den nya livssituationen. Den nya situationen har påverkat konsumenternas hälsa då de känner av depression, ängslan och känner sig mindre värda i samhället. Deras nya livssituation har inneburit en det förändringar i deras konsument beteende eftersom de numera måste prioritera sina primära behov. Många av studiens deltagare använde sig av explicita och implicita inköpslistor för att minimera spontanköp. Författarnas bidrag till teorin om motstånd är en fjärde kategori kallad ‘Vardagligt motstånd’ vilket förklarar beteendet hos arbetslösa personer dvs. de måste hela tiden tänka på att motstå frestelser, begär och försöka undvika situationer där onödiga inköp kan uppstå. Konsumenterna i denna studie är synnerligen involverade i sitt konsument beteende, detta har författarna valt att benämna ’omvänt rutin besluts genomförande’. Denna typ av involvering är väldigt hög oavsett om produktkategorin innebär hög- eller låg risk. Deras nya livssituation har gjort dem mer medvetna om alternativa produkter, marknadens utbud, priser och ny kunskap om deras egna motstånd inom konsumtionssamhället.
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Consumption in life transition : How do unemployed consumers behave in the marketplace?Sihvo, Cecilia, Mesanovic, Diana January 2010 (has links)
<p><strong>Background:</strong> We live in a world where not everyone is employed; numerous people havelost their jobs due to several factors where one of them is the economic crisis. This has hada huge impact on Sweden and the unemployment rate. Previous research has shown thatinflation, unemployment, and high interest rates represent risks to consumer welfare. We all consume daily, or on occasions, but how do unemployed consumers consume, what do they consume and why? In this area, the authors have found a knowledge gap in literature; therefore exploring this phenomenon is of interest.</p><p> </p><p><strong>Purpose:</strong> The purpose of this study is to explore and illustrate how consumers who have experienced a life transition, from employment to unemployment, are affected by this and how it has an impact on their consumption.</p><p> </p><p><strong>Method:</strong> This is an exploratory study performed with a qualitative and an abductive approach, where the authors used primary data collection through semi-structured in-depth interviews in Swedish with 16 unemployed consumers. These unemployed consumers were selected at Arbetsförmedlingen, the public employment service, in Jönköping.</p><p> </p><p><strong>Results:</strong> By living in unemployment the consumers have been affected psychologically, physically, financially and socially. Their identity has changed for each of them since they have to adapt to the new circumstances in their life. The new life situation has had an impact on the consumer’s well-being where depression, anxiety, and a feeling of being the underdog in the society is present. Their new life situation has implied a change in their consumption behavior since they nowadays have to prioritize the basic needs. Many of the respondents used explicit and implicit shopping-list in order to reduce their impulse buying. The contribution that the authors have done to the theory of resistance is a fourth category called ‘Everyday life resistance’ which explains the behavior of people who live in unemployment, i.e. they always have to think about resisting temptations, wants, desires, and avoiding situations where the result may be unnecessary consumption. The consumers in this study are highly involved in their consumption behavior, which the authors have chosen to call ‘reversed habitual decision making’. This kind of involvement is very high despite the high- or low risk category of the product. Their new life situation has made them more aware of product alternatives, market supply, prices, and also knowledge about their own resistance in the marketplace.</p> / <p><strong>Bakgrund:</strong> Vi lever i en värld där inte alla har en anställning, en omfattande andel av befolkningen har förlorat sitt jobb på grund av flera faktorer, där en av dem är den ekonomiska krisen. Detta har haft en stor påverkan på Sverige och dess arbetslöshet. Föregående studier har visat att inflation, arbetslöshet och hög räntesats representerar risk för konsumentens välbefinnande. Vi alla konsumerar dagligen eller vid speciella tillfällen, men hur konsumerar en arbetslös konsument, vad konsumerar dem och varför? Inom detta område har författarna funnit ett kunskaps gap i litteraturen, därav är en undersökning av detta fenomen av intresse.</p><p> </p><p><strong>Syfte:</strong> Syftet med denna studie är att utforska och illustrera hur konsumenter som har genomgått en livsförändring, från att ha varit anställd till att vara arbetslös, är påverkade av detta och hur detta har inverkat på deras konsumtion.</p><p> </p><p><strong>Metod:</strong> Detta är en explorativ studie genomförd med en kvalitativ och abduktiv tillvägagångssätt där författarna har använt sig av primär information samlad genom, till viss del, strukturerade djupgående intervjuer på svenska med 16 arbetslösa konsumenter. Dessa var utvalda vid Arbetsförmedlingen i Jönköping.</p><p> </p><p><strong>Resultat:</strong> Att leva som arbetslös har påverkat konsumenterna psykologiskt, fysiskt, finansiellt och socialt. Deras identitet har förändrats då de måste anpassa sig till den nya livssituationen. Den nya situationen har påverkat konsumenternas hälsa då de känner av depression, ängslan och känner sig mindre värda i samhället. Deras nya livssituation har inneburit en det förändringar i deras konsument beteende eftersom de numera måste prioritera sina primära behov. Många av studiens deltagare använde sig av explicita och implicita inköpslistor för att minimera spontanköp. Författarnas bidrag till teorin om motstånd är en fjärde kategori kallad ‘Vardagligt motstånd’ vilket förklarar beteendet hos arbetslösa personer dvs. de måste hela tiden tänka på att motstå frestelser, begär och försöka undvika situationer där onödiga inköp kan uppstå. Konsumenterna i denna studie är synnerligen involverade i sitt konsument beteende, detta har författarna valt att benämna ’omvänt rutin besluts genomförande’. Denna typ av involvering är väldigt hög oavsett om produktkategorin innebär hög- eller låg risk. Deras nya livssituation har gjort dem mer medvetna om alternativa produkter, marknadens utbud, priser och ny kunskap om deras egna motstånd inom konsumtionssamhället.</p>
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