Determinantes de las compras impulsivas online: un caso de consumidores jóvenes en Chile
DETERMINANTS OF ONLINE IMPULSE PURCHASES: THE CASE OF YOUNG CONSUMERS IN CHILE
DETERMINANTES DA COMPRA COMPULSIVA ON-LINE: UM CASO DE JOVENS CONSUMIDORES NO CHILE
DOI:
https://doi.org/10.15446/innovar.v34n91.110008Palabras clave:
compra online, marketing, educación financiera, decisión de compra (es)Online shopping, purchase decision, financial education, marketing (en)
compras on-line, decisão de compra, educação financeira, marketing (pt)
En los últimos años, los estudios sobre compras impulsivas en la población joven y adulta joven han sumado importancia principalmente por los efectos en las finanzas personales de los individuos. El presente estudio tuvo por finalidad determinar las variables que afectan el impulso de compra en un caso de jóvenes y adultos jóvenes utilizando una muestra de 243 individuos chilenos. Para ello, se aplicó una encuesta que captura variables demográficas y dos escalas asociadas al locus de control y la impulsividad en la compra. Se estimó un modelo de regresión lineal y logística para obtener los determinantes de la impulsividad y prevalencia en la compra mediante plataformas online. Los resultados muestran que los determinantes se encuentran relacionados al locus de control externo, el ingreso y los métodos de pago asociados al crédito. El aporte principal del trabajo se centra en estudiar los riesgos de la población joven de incurrir en prácticas financieras riesgosas me-diante las compras impulsivas en un contexto de creciente oleada de estímulos que favorecen la compra online. Este estudio aporta a la discusión, analizando la composición de perfiles de riesgo de los jóvenes en torno a la impulsividad y la prevalencia de compra impulsiva en esta población.
In recent years, studies on impulsive purchases among the young and young adult population have gained importance, primarily due to their impact on individuals’ personal finances. Hence, this study sought to determine the variables affecting impulse buying among young adults using a sample of 243 Chilean individuals. To achieve this, a survey capturing demographic variables and two scales associated with locus of control and impulsivity in purchasing was administered. A linear and logistic regression model was employed to identify the determinants of impulsivity and prevalence in online platform purchases. The results indicate that determinants are linked to the external locus of control, income, and payment methods associated with credit. The primary contribution of this research lies in examining the threats faced by young people when participating in risky financial practices through impulsive purchases amidst a growing wave of stimuli favoring online shopping. This study adds to the discussion by analyzing the composition of risk profiles among young people regarding impulsivity and the prevalence of impulsive buying in this population.
nos últimos anos, os estudos sobre compras compulsivas na população de jovens e adultos ganharam importância, principalmente por causa dos efeitos sobre as finanças pessoais dos indivíduos. Este estudo teve como objetivo determinar as variáveis que afetam a compra compulsiva em um caso de jovens e adultos usando uma amostra de 243 indivíduos chilenos. Para isso, foi aplicada uma pesquisa que captava variáveis demográficas e duas escalas associadas ao lócus de controle e à impulsividade na compra. Um modelo de regressão linear e logística foi estimado para obter os determinantes da impulsividade e a prevalência de compras em plataformas on-line. Os resultados mostram que os determinantes estão relacionados ao lócus de controle externo, à renda e aos métodos de pagamento associados ao crédito. A principal contribuição do artigo se concentra no estudo dos riscos dos jovens de se envolverem em práticas financeiras arriscadas por meio de compras compulsivas em um contexto de uma onda crescente de estímulos que favorecem as compras on-line. Este estudo contribui para a discussão ao analisar a composição dos perfis de risco dos jovens com relação à impulsividade e à prevalência da compra por impulso nessa população.
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