Efeitos da atitude, envolvimento, experiência e valor simbólico sobre a intenção de compra de vinhos pela geração millenial

Abstract

Studies on consumer behavior have grown in the area of marketing, especially those that seek to associate them with purchase intent. This construct has special attention on the part of researchers because it presents challenges regarding the knowledge of the relationships between constructs that influence it and the impact on others. In this sense, this study understood the purchase intention of the generation born between 1980 and 2000, known as generation Y or generation Millenials. A quantitative research was carried out, through the implementation of a survey and the analysis of the results was made using multivariate statistics, using the Structural Equation Modeling technique to observe and investigate the elements that make up the object under study. The most prominent contribution is the validation of several hypothesized relationships, which showed that the Consumer Experience has a positive impact on the consumer's Involvement, Attitude and Purchase Intention. In addition, the results showed that Symbolic Value positively impacts Engagement, but does not impact Consumer Attitude. Another finding was that Consumer Attitude and Involvement have a positive impact on Purchase Intent. The main theoretical contributions of this study refer to the fact that the Symbolic Value does not affect the Millenial consumer Attitude towards wines, in addition to presenting a conceptual model that broadens the understanding of the factors influenced by the Intention to Purchase wines. As the main managerial implication, investment in increasing the consumer experience of Millenials generation wines is proposed, in order to generate a future link between this generation and wine. [resumo fornecido pelo autor]