Fatores que influenciam a intenção de compra física e online de idosos em supermercados
DOI:
https://doi.org/10.18046/j.estger.2022.165.5261Palavras-chave:
intenção de compra, recomendação boca a boca, credibilidade da marca, riscos percebidos, idososResumo
Esta pesquisa buscou estabelecer as relações estruturais entre os riscos percebidos da recomendação pessoal e eletrônica boca a boca, seu impacto na credibilidade da marca e a intenção de compra física e online de idosos em supermercados de Bogotá, Colômbia. Participaram 501 idosos e os dados foram analisados por meio de um modelo de equação estrutural de mínimos quadrados parciais. Demonstrou-se a existência de altos riscos percebidos tanto nas compras físicas quanto nas compras online. Esses riscos influenciam a recomendação pessoal e eletrônica boca a boca; além disso, impactam na credibilidade da marca, o que afeta a intenção de compra online e presencial. Sugerem-se ações estratégicas para atender essa população.
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