Consumo no ambiente digital: Um estudo com usuários do Instagram sobre a comparação social, materialismo e consumo conspícuo

Autores

DOI:

https://doi.org/10.5020/2318-0722.2024.30.e14234

Palavras-chave:

valores materiais, consumo conspícuo on-line, comparação social on-line, desejo de popularidade

Resumo

O presente estudo buscou analisar o impacto da comparação social on-line, do materialismo, da interação social e do desejo de popularidade no consumo conspícuo on-line. Realizou-se um estudo quantitativo, a partir do método Survey, tendo como amostra 317 usuários do Instagram. Os dados foram analisados utilizando a Modelagem de Equações Estruturais, por estimativa Partial Least Squares (PLS). Identificou-se o impacto direto da comparação social on-line no consumo materialista, que, por sua vez, influencia positivamente o consumo conspícuo on-line. Do mesmo modo, verificou-se que as variáveis comparação social on-line e uso da rede social Instagram em razão da Interação Social impactam diretamente o desenvolvimento do consumo conspícuo On-line, explicando 30,8% deste comportamento. Sinaliza-se que as redes sociais podem impactar negativamente no comportamento do consumidor, tornando-se propulsoras de percepções e sentimentos negativos que podem desencadear problemas decorrentes das atividades de consumo. Este estudo pode inspirar o desenvolvimento de ações que visem aumentar o bem-estar dos consumidores tanto no ambiente On-line, quanto no off-line, estimulando atividades que possam atenuar os malefícios gerados pelo consumo excessivo.

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Biografia do Autor

Andressa Hennig Silva, Universidade Federal do Pampa, Santana do Livramento, Rio Grande do Sul, Brasil

Professora Adjunta na Universidade Federal do Pampa- Campus Santana do Livramento. Atua na Graduação e no Mestrado em Administração (PPGA/UNIPAMPA). Doutora em Administração (PPGA/UFSM). Mestre em Administração (PPGA/UFSM).Membro da Comissão de Empreendedorismo e Inovação da UNIPAMPA. Representante da Unipampa no Ecossistema de Inovação Binacional- Área B.Temas de interesse: Marketing, Marketing e Sociedade, Teoria Transformativa do Consumidor (TCR), Comportamento do Consumidor, Consumo, Consumidores vulneráveis, Materialismo, Consumo Online, Religião e Consumo.

Mikaela Daiane Prestes Floriano, Universidade do Vale do Rio dos Sinos, Porto Alegre, Rio Grande do Sul, Brasil

Doutoranda em Administração na área de concentração Organizações e Competitividade (PPGAdm/UNISINOS). Mestre em Administração (PPGA/UNIPAMPA). Especialista em Docência da Educação Profissional e Tecnológica. Membro integrante do Grupo de Pesquisa NEME - Núcleo de Estudos em Marketing e Estratégia. Bolsista CAPES. Professora no Serviço Nacional de Aprendizagem Comercial - SENAC EAD RS.

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02.02.2024

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SILVA, A. H.; FLORIANO, M. D. P. Consumo no ambiente digital: Um estudo com usuários do Instagram sobre a comparação social, materialismo e consumo conspícuo. Revista Ciências Administrativas, [S. l.], v. 30, p. 1–19, 2024. DOI: 10.5020/2318-0722.2024.30.e14234. Disponível em: https://ojs.unifor.br/rca/article/view/14234. Acesso em: 19 maio. 2024.

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