Fatores determinantes na compra de veículos premium: Uma análise baseada na Teoria do Comportamento Planejado
DOI:
https://doi.org/10.36517/contextus.2025.94842Palavras-chave:
comportamento do consumidor; marketing; status social; veículo premium; controle financeiro.Resumo
Contextualização: A compra de veículos premium é frequentemente motivada por fatores que vão além da funcionalidade, envolvendo simbolismos de status, prestígio e diferenciação social. Para investigar esses aspectos, esta pesquisa se baseou na Teoria do Comportamento Planejado (TCP) de Ajzen (1991), que identifica três construtos centrais: atitude em relação ao comportamento, normas subjetivas e controle comportamental percebido.
Objetivo: O objetivo foi compreender os fatores determinantes para a compra de veículos de luxo com base nos construtos da TCP.
Método: A coleta de dados foi realizada por meio de entrevistas semiestruturadas com consumidores de veículos premium. As entrevistas foram analisadas qualitativamente, utilizando-se a técnica de análise de conteúdo, com suporte do software QDA Miner, para identificar os temas centrais de acordo com os construtos da TCP.
Resultados: Os resultados mostraram que a atitude em relação ao comportamento é amplamente positiva, influenciada pelo status social e pelos benefícios emocionais, como a sensação de conquista pessoal. As normas subjetivas apresentaram variação, sendo mais relevante para profissionais em contextos em que a imagem pública é valorizada. Já o controle comportamental percebido foi influenciado principalmente pela condição financeira e pelas oportunidades de financiamento. Fatores como o conforto e a segurança dos veículos também contribuíram para fortalecer a intenção de compra.
Conclusões: No contexto de compra de veículos de luxo, os consumidores são fortemente influenciados pela autoimagem e pelo prestígio social, enquanto o controle financeiro desempenha um papel crucial na concretização da intenção de compra.
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