Limitações da investigação e investigação futura

Uma grande limitação da investigação prende-se ao facto do questionário contemplar uma questão que remete o inquirido para uma situação hipotética de compra. Nesta questão, um dos caminhos resultará na compra impulsiva. Contudo, tal como Gutierrez (2004) defende, existe uma contradição entre o que as pessoas dizem e realmente fazem. Talvez este facto tenha condicionado as respostas dos inquiridos que possam ter dito o contrário daquilo que realmente fariam na situação hipotética à qual foram sujeitos. O autor salienta, ainda, que as pessoas afirmam que comprar por impulso é errado, mas a incidência deste fenómeno é cada vez maior.

5 – Conclusões, Contributos, Limitações e Investigação Futura

46 Ainda em relação ao questionário, na questão respeitante à frequência com que o inquirido adquire impulsivamente produtos de diferentes categorias, apesar de ter sido dada uma breve explicação do que se considera uma compra por impulso, esta poderá ter diferentes interpretações por parte dos inquiridos, influenciando, assim, os resultados obtidos.

Além disso, a amostra que sustenta o estudo, por conveniência, limitada à população alcançável pelo acesso à internet, fruto da distribuição do questionário online, não representará a totalidade dos consumidores, o que seria desejável para se poderem assumir os resultados como afetos à universalidade dos consumidores. O tamanho da amostra é também uma limitação do estudo. Seria também pertinente e recomendável a aplicação de entrevistas e/ou grupos-foco que permitissem complementar os conhecimentos relativos aos principais fatores influenciadores das compras por impulso.

Este estudo não teve em consideração o e-commerce. Num estudo recente acerca de compras online no setor do turismo percebeu-se que websites visualmente atraentes têm mais probabilidade de atrair a atenção do cliente e consequentemente respostas emocionais (Chen et al., 2019). Este autor cimenta que bons benefícios funcionais podem ajudar os clientes a reduzir o tempo e o esforço despendidos na busca por um serviço específico e que poderá servir como estímulo ao acionar a compra por impulso. O consumidor eletrónico, chamado e-consumer, possui caraterísticas próprias, com algumas semelhanças com o consumidor tradicional, mas com inúmeras diferenças. Certamente existirão diferentes elementos no que toca aos fatores que poderão influenciar as compras por impulso e que deverão ser estudadas de forma detalhada.

Foi tida em conta a análise da influência que alguns fatores poderão ter nas compras impulsivas, nomeadamente se vai acompanhado por alguém do mesmo género ou por um género diferente ou se vai com mais do que uma pessoa. No entanto, são muitos os outros fatores que poderão influenciar o consumidor. Uma possível linha de investigação futura seria analisar de que forma é que fatores situacionais como a

5 – Conclusões, Contributos, Limitações e Investigação Futura

47 música, a temperatura e os funcionários da loja poderão influenciar as compras por impulso.

Na revisão da literatura ao longo dos tempos vemos diferentes estudos a indicar diferentes rankings para as categorias de produtos mais adquiridas de forma impulsiva. Uma investigação futura poderá recair na monitorização das alterações do ranking das categorias de produtos mais compradas de forma impulsiva e posterior discussão acerca de potenciais causas.

Atualmente existe uma grande carência na literatura das compras por impulso acerca do comportamento do consumidor pós-compra, como o arrependimento (Parsad et al., 2017). Seria então interessante estudar a relação entre as emoções pós-compra e satisfação do cliente, assim como o seu impacto na construção da lealdade do comprador para com a marca.

48

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