Compra por impulso, intenção de compra e recompra no ambiente online: uma análise entre consumidores das gerações y e z

Abstract

The evolution of generations is intrinsically linked to how they interact with available technologies. In this context, generations Y and Z have been significantly impacted by the expansion of the digital environment, which has substantially transformed their consumption habits, especially in online environments and on social media. This study aimed to analyze the relationship between impulse buying behavior in the online environment and purchase and repurchase intention among consumers of generations Y and Z. The research adopted a descriptive quantitative approach, using a survey method with an online questionnaire applied to 158 respondents from generations Y (born between 1981-1996) and Z (born between 1997-2009), distributed on social networks and university groups over 45 days. The results showed that generation Z presents significantly higher levels of impulse buying behavior compared to generation Y, with 42.4% frequently acknowledging experiencing a momentary desire to buy, in addition to greater distraction in the process. It is also noteworthy that, although Generation Z demonstrates greater susceptibility to impulses, it consolidates a more robust repurchase intention, with 60.7% intending to continue buying regularly on the same platforms, suggesting the transformation of initial impulses into behavioral loyalty. The contribution of this research lies in the integrated analysis of impulse buying, purchase intention, and repurchase in the context of Brazilian e-commerce, filling a theoretical gap by showing that impulsivity does not manifest itself in isolation, but is articulated with efficient purchasing processes and lasting customer retention, particularly among young consumers, providing a basis for segmented marketing strategies on digital platforms.