O uso do cartão de crédito: o valor da marca e materialismo influenciam no comportamento impulsivo de compra?

Abstract

Purpose - This study aims to identify factors, such as materialism and brand equity, that can influence impulsive buying behavior associated with the use of a credit card.Design/methodology/approach - We adopted the survey method, collecting 384 structured face-to-face questionnaires, focusing on the footwear industry. We collected the data in the state of Rio Grande do Sul - Brazil, covering the seven mesoregions of the state. Confirmatory factor analysis, descriptive statistics, ANOVA, T test and Structural Equation Modeling (SEM) were used to analyze the data.Findings – In this study, we find that brand equity does not impact impulsive buying behavior, but the credit card positively impacts impulsive buying behavior.Research limitations/implications – The research was executed just in one province, so future research could be developed in other’s places and culturesPractical Implications – This study can help scholars and managers of footwear industry understand impulsive buying behavior of its consumers.Original value – This study shows the relationship between credit card use, materialism and impulsive buying behavior constructs.