Análise do impacto do grau de impulsividade do consumidor na decisão de compra sob pressão de tempo

Abstract

Human beings have been living by the clock. The greater the access we have to information and to other people via the internet, the more our lives seem to be accelerated and we have the feeling that we lack time in the twenty-four hours that the clock imposes upon us. When the time available for carrying out a given task is perceived as being less than the time believed to be necessary to do so, time pressure is observed, which, for the virtual consumer, is embodied as limited time offers and flash sales, which can cause the so-called impulsive buying. This research aims to analyze the impact of consumers' degree of impulsiveness on their purchase decisions under time pressure. The study was developed in three stages, namely: (i) impulsivity test, using the BIS-11 Scale; (ii) online shopping simulation under conditions of presence and absence of time pressure and (iii) post-experiment survey, in which the participants' conscious perceptions were compared to their responses in the experiment. The research was carried out with 32 participants over 18 years old, having at least incomplete higher education. The methodology consisted of quantitative exploratory research. Data analysis was performed using descriptive statistics, multiple linear regression, linear probability model and moderation analysis. As a result, a moderating effect of the consumer's degree of non-planning impulsiveness on the relationship between time pressure and the purchase decision was identified, through the weakening of the negative relationship between these variables. It was also observed that the effect of time pressure is significant only for consumers with nonplanning impulsivity scores less than, or equal to, 23 points and that its effect is consciously perceived by consumers, even when it ceases to be significant.