Clique aqui! hipermídia, compulsividade e comportamento de compra

Abstract

The application of hypermedia features in advertising and the easy access to its content in the digital environment, mainly via mobile devices, has generated changes in communication as a whole and especially in the relations between advertisers and buyers, which can lead to compulsive shopping behavior. Consequently, this academic paper general objective is to analyze the hypermedia processes, via mobile devices, as a potentiating factor in compulsive buying behavior. Thus, this study used qualitative procedures, selecting 17 persons, divided into two groups, based on the categorization elaborated by Edwards (1993), Group 1 with classic compulsive and addicted spenders and Group 2 with normal, recreational and intermediate. Participant observation and interviews were used as data collection methods. In the analysis and interpretation of the data, it was used the technique of content analysis, following the guidelines by Bardin (2011). Through a theoretical categorization, the research sought to interpret the data of the categories elaborated: access, exposure, buying behavior and reflection, in order to access the relation between hypermedia, compulsiveness and shopping behavior. In the results obtained, it can be seen that the hypermedia processes, via mobile devices, can instigate compulsive shopping behavior in some categories of buyers, they are: normal, recreational and intermediate. Unlike compulsive addicts and classic addicts who feel less compelled to buy in the digital environment when exposed to such practices. As a contribution, the research seeks to evidence the individual on a gradual and categorical scale regarding the purchase, based on the theory of Edwards (1993). Reinforcing to the students and professionals of Marketing, a less explored dimension of buyers, in addition to discussing the remarketing procedure, a technique that brings a different look at the exploration of hypermedia processes, mainly focusing on consumption on mobile devices.