圣诞节消费中购买和提供礼物动机的影响

IF 0.9 Q3 ECONOMICS

Scientific Annals of Economics and Business Pub Date : 2021-09-27 DOI:10.47743/SAEB-2021-0020

Eulália Santos, Ana Diogo, V. Ratten, F. Tavares

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引用次数: 1

摘要

本文旨在分析一个由变量购买动机、送礼动机和圣诞节强迫性消费主义组成的概念模型。为了实现拟议目标，采用了基于问卷调查的定量方法。样本由1086名18岁以上的葡萄牙人组成。为了评估该模型，使用了偏最小二乘结构方程建模。结果表明，购买动机和送礼动机对圣诞节期间的强迫性消费主义有正向影响，购买动机对圣诞节送礼动机有正向影响。该模型还表明，送礼动机在购买动机与强迫性消费主义之间的关系中起着中介作用。在葡萄牙，目前还没有关于圣诞节送礼动机的研究。本研究可以帮助学者、研究人员和专业人士（消费品公司经理、商业经理和广告活动经理）更好地了解购买和提供礼物的动机，以及葡萄牙民众在圣诞节期间的强迫性消费主义。JEL代码-M20；M21；M31

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Impact of motivations to buy and offer gifts in consumerism at Christmas

This article aims to analyze a conceptual model composed of the variables motivation to buy, motivation to offer gifts and compulsive consumerism at Christmas time. In order to achieve the proposed objective, a quantitative methodology based on a questionnaire survey was used. The sample consists of 1086 Portuguese individuals, over 18 years old. To evaluate the model, structural equation modeling with partial least squares was used. The results show that the motivations to buy and to offer gifts positively influence compulsive consumerism at Christmas time, and that the motivation to buy positively influences the motivation to offer gifts at Christmas time. The model also demonstrates that the motivation to offer gifts plays a mediating role in the relationship between the motivation to buy and compulsive consumerism. In Portugal there are no known studies on the motivations for offering gifts at Christmas. The present study can help academics, researchers and professionals (managers of consumer goods companies, commercial managers and advertising campaign managers) to better understand the motivations for buying and offering gifts, and the compulsive consumerism of the Portuguese population at Christmas time.JEL Codes - M20; M21; M31

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来源期刊

Scientific Annals of Economics and Business ECONOMICS-

CiteScore

1.40

自引率

0.00%

发文量

审稿时长

10 weeks

期刊介绍： The Journal called Scientific Annals of Economics and Business (formerly Analele ştiinţifice ale Universităţii "Al.I. Cuza" din Iaşi. Ştiinţe economice / Scientific Annals of the Alexandru Ioan Cuza University of Iasi. Economic Sciences), was first published in 1954. It is published under the care of the Alexandru Ioan Cuza University, the oldest higher education institution in Romania, a place of excellence and innovation in education and research since 1860. Throughout its editorial life, the journal has been continuously improving. Renowned professors, well-known in the country and abroad, have published in this journal. The quality of the published materials is ensured both through their review by external reviewers of the institution and by the editorial staff that includes professors for each area of interest. The journal published papers in the following main sections: Accounting; Finance, Money and Banking; Management, Marketing and Communication; Microeconomics and Macroeconomics; Statistics and Econometrics; The Society of Knowledge and Business Information Systems.