Consumo impulsivo e jovens consumidores: compras via aparelhos celulares

Abstract

The use of mobile devices, with emphasis on cell phones that have accessibility and mobility features, for instance, has led to significant changes in the impulsive type consumption in young consumers who make purchases online. As such, this study aimed to analyze how impulsive consumption can be influenced by the use of cell phones in the case of young consumers. As a basis, the classic theories of Stern (1962) and Wood (1998) about the definition and typologies of impulsive purchases were taken into consideration. The data collection procedure used was of a qualitative nature via individual online interviews with 18 young people aged between 18 and 25 years. In the analysis and data interpretation, the content analysis technique was chosen, following the guidelines of Bardin (2011). Through theoretical categorization, this research sought to interpret data from 3 categories: forms of use, type of consumer and motivating elements. The results showed that the longer they use cell phones, the more likely these consumers are to make planned or impulse purchases. Young people attributed their impulsiveness to shopping, often due to companies publishing news, promotions and discounts on social networks, especially Instagram. In conclusion, young people consider suggestions from friends and digital influencers, ease of payment and constant postings from online stores as elements that generate impulsivity. As a contribution, it demonstrates that the access via cell phone to large amounts of information and promotions increases the impulsiveness in purchases and laudes the importance of studies on this theme in the field of Marketing and in society.