Factores determinantes en la compra de vehículos premium: Un análisis baseado en la Teoría del Comportamiento Planeado

Autores/as

DOI:

https://doi.org/10.36517/contextus.2025.94842

Palabras clave:

comportamento del consumidor; marketing; estatus social; vehículo premium; control financeiro.

Resumen

Contextualización: La compra de vehículos premium suele estar motivada por factores que van más allá de la funcionalidade involucrando simbolismos de estatus, prestigio y diferenciación social. Para investigar estos aspectos, esta investigación se basó em la Teoría del Comportamiento Planeado (TCP) de Ajzen (1991), que identifica tres constructos centrales: actitud hacia el comportamiento, normas subjetivas y control conductual percibido.

Objetivo: El objetivo fue compreender los factores determinantes para la compra de vehículos de lujo basándose em los constructos de la TCP.

Método: La recolección de datos se realizo mediante entrevistas semiestructuradas com consumidores de vehículos premium. Las entrevistas se analizaron cualitativamente utilizando la técnica de análisis de contenido, com el Apoyo del software QDA Miner, para identificar los temas centrales de acuerdo com los constructos de la TCP.

Resultados: Los resultstados mostraron que la actitud hacia el comportamiento es ampliamente positiva, influenciada por el estatus social y los beneficios emocionales, como la sensación de logro personal. Las normas subjetivas presentaron variaciones, siendo más relevantes para profesionales em contextos donde se valora la imagen pública. El control conductual percebido estuvo influenciado principalmente por la condición financeira y las oportunidades de financiamento. Factores como la comodidade y la seguridade de los vehículos También contribuyron a fortalecer la intención de compra.

Conclusiones: Em el contexto de la compra de vehículos de lujo, los consumidores están fuertemente influenciados por la autoimagem y el prestigio social, mientras que el control financeiro desempeña um papel crucial em la concreción de la intención de compra.

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Biografía del autor/a

Italo Pantaleão Lima, Universidade de São Paulo (ESALQ/USP)

Especialista em Gestão de Vendas pela Escola Superior de Agricultura Luiz de Queiroz da Universidade de São Paulo (ESALQ/USP)

Bacharel em Administração pela Universidade de Ribeirão Preto (UNAERP)

Álvaro Freitas Faustino-Dias, Universidade Federal de Mato Grosso do Sul (UFMS)

Professor no Instituto Federal de Mato Grosso do Sul (IFMS) e na Escola Superior de Agricultura Luiz de Queiroz da Universidade de São Paulo (ESALQ/USP)

Doutor em Administração pela Universidade Federal de Mato Grosso do Sul (UFMS)

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Publicado

2025-07-02

Cómo citar

Lima, I. P., & Faustino-Dias, Álvaro F. (2025). Factores determinantes en la compra de vehículos premium: Un análisis baseado en la Teoría del Comportamiento Planeado. Contextus – Revista Contemporánea De Economía Y Gestión, 23, e94842. https://doi.org/10.36517/contextus.2025.94842

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