NOSTALGIA E CONSUMO : O IMPACTO DIRETO NA INTENÇÃO DE COMPRA E O DEBATE SOBRE A CONEXÃO SOCIAL

Thyciane Santos  Oliveira; Marcio de Oliveira Mota

Autores/as

Thyciane Santos Oliveira Universidade Estadual do Piauí/doutoranda https://orcid.org/0000-0002-6966-4986
Marcio de Oliveira Mota Universidade Estadual do Ceará - UECE/Professor https://orcid.org/0000-0002-7725-3335

Palabras clave:

Nostalgia, Conexão Social, Intenção de Compra, Mediação

Resumen

A nostalgia, um fenômeno emocional que conecta indivíduos a suas memórias passadas, tem sido explorada como uma influência forte no comportamento de consumo. Este estudo investiga a mediação da conexão social na relação entre nostalgia e intenção de compra, e como essa mediação é influenciada pelo gênero dos consumidores. Utilizou-se uma abordagem quantitativa, com a aplicação de questionários para 279 participantes, que foram analisados utilizando modelos de mediação moderada. Os resultados indicaram que a nostalgia tem um efeito direto na intenção de compra, mas a conexão social não mediou essa relação de forma significativa. Além disso, não foram encontradas diferenças significativas na moderação do gênero na forma como a conexão social influencia a intenção de compra. Este estudo contribui para a literatura de marketing ao elucidar o papel direto da nostalgia nas decisões de consumo, enquanto desafia a suposição de que a conexão social é um mediador necessário nesse processo. Na esfera gerencial essa compreensão pode permitir que as empresas desenvolvam estratégias que maximizem o envolvimento do consumidor e a conversão em vendas através da nostalgia, uma vez que o ambiente de mercado tende a ficar mais saturado e competitivo. Sugere-se que futuras pesquisas explorem outros mediadores potenciais e considerem amostras mais equilibradas em termos de gênero para generalizar os resultados.

Biografía del autor/a

Thyciane Santos Oliveira, Universidade Estadual do Piauí/doutoranda

Doutoranda em Administração pela Universidade Estadual do Ceará (UECE). Possui Mestrado em Administração de Empresas pela Universidade Potiguar (UNP). Especialização em Gestão de Marketing pelo Centro Universitário SENAC/SP e Graduação em Administração de Empresas pelo Centro Universitário Estácio de Sá. É professora efetiva da Universidade Estadual do Piauí (UESPI) e exerceu o cargo de professora substituta na Universidade Federal do Piauí (UFPI) por dois anos. Possui vasta experiência em cargos de gestão, onde atuou durante 9 anos em grandes empresas nacionais e multinacionais do setor bancário. Desenvolve e possui interesse em pesquisas relacionadas aos seguintes temas: Marketing e Comportamento do consumidor.

Marcio de Oliveira Mota, Universidade Estadual do Ceará - UECE/Professor

Professor do Corpo Permanente do Programa de Pós-Graduação em Administração da Universidade Estadual do Ceará - UECE. Coordenador do PPGA/UECE. Professor do Corpo Permanente do Mestrado Profissional em Gestão em Saúde - MEPGES. Vice-Coordenador do MEPGES. Professor Associado. Possui pós-doutorado pela EAESP-FGV, doutorado em Administração de Empresas pela Universidade de Fortaleza - Unifor, com Doutorado Sanduíche de 12 meses pela University of Manitoba, Canadá. Possui dois mestrados (profissional e acadêmico) em Administração pela Universidade Estadual do Ceará-UECE. Possui especialização em Marketing (UECE), especialização em Tecnologia em Internet pela Advanced School of Internet Technology (UFRJ) e especialização em Gestão de Planos de Saúde. É graduado em Administração de Empresas (UECE). É professor do Programa de International Business da Aalto University, Finlândia e foi Professor Visitante da University of Manitoba, Canadá. É coordenador do Curso de Especialização em Gestão Pública UECE/UAB. É Avaliador do INEP BASis para cursos de Administração. Possui artigos premiados e publicados em periódicos e anais de eventos nacionais e internacionais. Coordena o GESTIC, Laboratório de Inovação em Tecnologia na UECE e o Q2Lab, Laboratório de Pesquisas Avançadas em Ciências de Dados pelo Idesco. É revisor de diversos periódicos e conferências nacionais e internacionais. Tem experiência na área de Administração, com ênfase em Marketing e Métodos Quantitativos Aplicados à Administração, atuando principalmente nos seguintes temas: Comportamento do Consumidor, Marketing de Relacionamento, Marketing de Serviços, Marketing Internacional, Pesquisa Transcultural e Experimental, Negócios Internacionais, Gestão em Saúde e Machine Learning e Inteligência Artificial em Business Analytics.

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