Consumo no ambiente digital: Um estudo com usuários do Instagram sobre a comparação social, materialismo e consumo conspícuo
DOI:
https://doi.org/10.5020/2318-0722.2024.30.e14234Palavras-chave:
valores materiais, consumo conspícuo on-line, comparação social on-line, desejo de popularidadeResumo
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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