MEDINDO O VÍCIO EM COMPRAS ONLINE NA ERA DAS PLATAFORMAS DIGITAIS: ADAPTAÇÃO E VALIDAÇÃO DE ESCALA NA INDONÉSIA
English
DOI:
https://doi.org/10.18623/rvd.v23.6289Palavras-chave:
Online Shopping Addiction, Behavioral Addiction Features, Algorithmic Persuasion, Consumer BehaviorResumo
Este estudo desenvolve e valida uma escala de Vício em Compras Online/ Online Shopping Addiction (OSA) orientada para a tecnologia no ambiente de comércio eletrônico da Indonésia. Com base em um delineamento quantitativo de desenvolvimento de escala, dados de 161 compradores online com alto nível de OSA foram examinados utilizando análise psicométrica e PLS-SEM. Os resultados estabelecem o OSA como um construto de vício comportamental multidimensional confiável e válido, refletido em sete dimensões: saliência, modificação do humor, tolerância, abstinência, conflito, recaída e problemas. Dentre essas, problemas, saliência e recaída são as que apresentam maior representatividade, indicando que a perda de controle, a dominância cognitiva das compras e os resultados funcionais negativos constituem o núcleo do OSA. A análise de cluster sugere que o OSA é melhor compreendido como um continuum de gravidade, enquanto a influência demográfica permanece limitada. Os resultados demonstram ainda que recursos persuasivos baseados em plataformas, como recomendações algorítmicas, promoções relâmpago e mecanismos de pagamento simplificados, amplificam a vulnerabilidade individual e intensificam as tendências de compra compulsiva, ressaltando, assim, o papel estrutural da arquitetura do comércio digital na formação do risco de vício.
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