A tomada de decisão do consumidor online de roupa no Brasil - uma análise quantitativa baseada no Consumer Inventory Styles (CSI)

Abstract

In this paper, we attempted to carry out a quantitative analysis of how the consumer's style, together with sociodemographic factors, influence the consumption of online clothing in Brazil. For this, the theoretical model Consumer Styles Inventory (Sproles and Kendall, 1986) was used, which supported the entire construction of the work, from the creation of the questionnaire for the data collection to the validation and measurement of the phenomenon that took place through factor analysis Confirmatory and Structural Equation Modeling, respectively. One thousand and eleven questionnaires were applied between July 12 and November 5, 2022. The work defined two dependent variables: frequency of consumption and spending and demonstrated that the proposed theory, CSI, has applicability in the scenario studied and that, in Brazil, in line with previous studies on the international scenario, more perfectionist and fashion-related consumers buy more often and spend more on their purchases, while consumers confused by oversupply tend to buy less. It is interesting to note that, similarly to previous studies, the survey showed that men buy less. The results allow the improvement of marketing, through the creation of strategies to reach customers who consume clothes online. This is a topic that needs academic treatment even though it is relevant in the economic and social scenario.