Personal values and gift giving act: a proposed connection

Sérgio Cruz Passos; Ramon Silva Leite; Marcelo de Rezende Pinto

doi:10.18046/j.estger.2020.155.3539

Autores

Sérgio Cruz Passos Chief, Technology Officer, Take.net, Belo Horizonte, Brazil. https://orcid.org/0000-0003-1386-509X
Ramon Silva Leite Professor Adjunto IV, Programa de Pós-Graduação em Administração, Pontifícia Universidade Católica de Minas Gerais, Belo Horizonte, Brazil https://orcid.org/0000-0003-2212-9510
Marcelo de Rezende Pinto Professor Adjunto IV, Programa de Pós-Graduação em Administração, Pontifícia Universidade Católica de Minas Gerais, Belo Horizonte, Brazil. https://orcid.org/0000-0002-3251-2460

DOI:

https://doi.org/10.18046/j.estger.2020.155.3539

Palavras-chave:

dar presentes, valores pessoais, atitudes, comportamento do consumidor

Resumo

Consumo de presentes é relevante e uma grande parte das vendas comerciais ocorre na época tradicionalmente marcada pela entrega de presentes, como o Natal. O objetivo deste artigo é propor e validar um modelo que mede a influência dos valores pessoais no ato de dar presentes, considerando também o papel do gênero nessas relações. Para este fim, foi realizada uma pesquisa com 1.085 consumidores. Através da modelagem de equações estruturais com mínimos quadrados parciais (PLS-SEM), verificou-se que o ato de dar presentes é influenciado por cinco valores pessoais: autodeterminação, hedonismo, tradição, realização e poder. Os resultados mostram que valores pessoais podem ser usados para prever o comportamento de dar presentes. Este estudo integra as teorias de Gift Giving e valores pessoais para entender melhor as atitudes e comportamentos do consumidor.

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