CREDIT CARD USE: DO BRAND EQUITY AND MATERIALISM INFLUENCE IMPULSIVE BUYING BEHAVIOR?

Rodrigues, Luis Adriano; Oliveira, Marta Olivia Rovedder de

doi:10.5902/1983465938864

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Articles • Rev. Adm. UFSM 14 (3) • Jul-Sep 2021 • https://doi.org/10.5902/1983465938864 copy

CREDIT CARD USE: DO BRAND EQUITY AND MATERIALISM INFLUENCE IMPULSIVE BUYING BEHAVIOR?

O USO DO CARTÃO DE CRÉDITO: O VALOR DA MARCA E MATERIALISMO INFLUENCIAM NO COMPORTAMENTO IMPULSIVO DE COMPRA?

Authorship SCIMAGO INSTITUTIONS RANKINGS

ABSTRACT

Purpose -

This study aims to identify factors, such as materialism and brand equity, that can influence impulsive buying behavior associated with the use of a credit card.

Design/methodology/approach

- We adopted the survey method, collecting 384 structured face-to-face questionnaires, focusing on the footwear industry. We collected the data in the state of Rio Grande do Sul - Brazil, covering the seven mesoregions of the state. Confirmatory factor analysis, descriptive statistics, ANOVA, T test and Structural Equation Modeling (SEM) were used to analyze the data.

Findings

- In this study, we find that brand equity does not impact impulsive buying behavior, but the credit card positively impacts impulsive buying behavior.

Research limitations/implications

- The research was executed just in one province, so future research could be developed in other’s places and cultures

Practical Implications

- This study can help scholars and managers of footwear industry understand impulsive buying behavior of its consumers.

Original value

- This study shows the relationship between credit card use, materialism and impulsive buying behavior constructs.

Keywords:
Impulsive behavior; Brand equity; Credit card; Materialism

Impulsive	Compulsive
The impulsive buyer is seen as an unstable buyer.	The compulsive buyer is seen as a dependent buyer.
1 - Sudden and spontaneous desire to buy	1 - Psychological tension of the buyer is reduced through buying
2 - State of psychological instability.	2 - Anxiety is reduced through the pleasure provide by the purchase
3 - Inner conflict between the pleasure principle and the reality principle, with disregard for the consequences.	3 - Objective is not to obtain the goods purchased, but rather to reduce tension.

Constructs	Block	Acronym	Itens	Source(s)
Respondent profile	1	RP	11	Elaborated by the author
Purchase activities	2	PA	6	Adapeted from Costa (2002Costa, F. C. X. D. (2002). Relacionamento entre influências ambientais e o comportamento de compra por impulso: um estudo em lojas físicas e virtuais (Doctoral dissertation, Universidade de São Paulo).)
Materialism	3	M	8	Adapeted from Richins & Dawnson (1992Richins, M. L., & Dawson, S. (1992). A consumer values orientation for materialism and its measurement: Scale development and validation. Journal of Consumer research , 19(3), 303-316.), Richins (2004Richins, M. L. (2004). The material values scale: Measurement properties and development of a short form. Journal of Consumer research , 31(1), 209-219.), validated in Brazilian context by Moura (2005)
Impulsive buyer behavior	4	IBB	30	Adapeted from Mendes da Silva, Nakamura & Moraes (2012Mendes-Da-Silva, W., Nakamura, W. T., & Moraes, D. C. D. (2012). Credit card risk behavior on college campuses: evidence from Brazil. BAR-Brazilian Administration Review, 9(3), 351-373.)
Credit Card Use	5	CCU	10	Adapeted from Mendes da Silva, Nakamura & Moraes (2012Mendes-Da-Silva, W., Nakamura, W. T., & Moraes, D. C. D. (2012). Credit card risk behavior on college campuses: evidence from Brazil. BAR-Brazilian Administration Review, 9(3), 351-373.)
Profile of the Credit Card User	6	PCCU	7	Adapeted from Mendes da Silva, Nakamura & Moraes (2012Mendes-Da-Silva, W., Nakamura, W. T., & Moraes, D. C. D. (2012). Credit card risk behavior on college campuses: evidence from Brazil. BAR-Brazilian Administration Review, 9(3), 351-373.)
Brand Equity	7	BE	18	Adapeted from Yoo, Donthu & Lee (2000Yoo, B., Donthu, N., & Lee, S. (2000). An examination of selected marketing mix elements and brand equity. Journal of the academy of marketing science, 28(2), 195-211.), validated in Brazilian context by Vargas Neto (2006Vargas Neto, A., & Luce, F. B. (2006). Mensuração de brand equity baseado no consumidor: avaliação de escala multidimensional. Encontro de Marketing da ANPAD (2.: 2006: Rio de Janeiro).[Anais..]. Rio de Janeiro: Associação Nacional dos Programas de Pós-Graduação em Administração, 2006.)

Mesoregions	Cities	Complete questionnaires	Profile questionnaires
Metropolitan	Gramado	57	26
	Canela	57	20
	Porto Alegre	57	10
Southwest	Uruguaiana	13	4
Southwest	Barra do Quaraí	13	03
Southeast	Caçapava do Sul	16	0
Southeast	Pelotas	17	1
Northeast	Caxias	19	4
Northeast	Farroupilha	19	8
Northwest	Santo Ânjelo	35	20
Northwest	Ijuí	35	12
Midwest	Santa Maria	9	5
Midwest	S. Martins	9	3
Central East	Lajeado	14	15
Central East	Santa Cruz	14	3
Total		384	127

Variable	Alternatives	Frequencies	%
Gender	Female	255	66,4
Gender	Male	129	33,6
Civil Status	Single	178	46,4
	Married	152	39,6
	Divorced	18	4,7
	Stable Union	25	6,5
	Widower	11	2,9
Has dependents	No	219	57,0
	Yes	165	43,0
	Dependents (mean)	1,44
Age	18-22	57	14,844
	23-28	93	24,219
	29-32	39	10,156
	33-36	33	8,594
	37-40	37	9,635
	41-44	22	5,729
	45-48	38	9,896
	49-52	18	4,688
	53-56	23	5,990
	57-60	13	3,385
	61-64	3	0,781
	65-68	6	1,563
	69 or more	2	0,521
Educational level	Not Literate	2	5
	Elementary school incomplete	15	3,9
	Elementary school	14	3,6
	Secondary incomplete	39	10,2
	Secondary	128	33,3
	Superior incomplete	82	21,4
	Superior	80	20,8
	Post-graduation incomplete	6	1,6
	Post-graduation	18	4,7
Occupation	Public agent	34	8,9
	Salaried employee	160	41,7
	Student	39	10,2
	Agrarian	2	0,5
	Retired	10	2,6
	Self-employed	72	18,8
	Self-employed*	15	3,9
	Intern	6	1,6
	Not working	25	6,5
	Other	21	5,5
Live with relatives	Yes	317	82,6
	No	67	17,4
	Number of relatives (mean)	2,25

Variable	Test	Sig.
Gender (1)	-2.040	0.038
Civil Status (2)	1.183	0.465
Age (1)	-0.587	0.316
Has dependents (1)	-0.090	0.388
Educational level (2)	0.889	0.566
Family income (2)	1.563	0.293
Individual income (2)	1.140	0.417
Has credit cards (1)	-2.871	0.314
Age when received first card (1)	-0.800	0.321
Number of cards (2)	1.931	0.163
Committed income (%) (2)	2.491	0185
High credit card fees (1)	0.394	0.429
Overdue invoice (2)	2.028	0.288

Indexes	Values
Qui-square	1126,494
Degrees of freedom	513
Probability	0,000
GFI	0,847
CFI	0,873
NFI	0,791
TLI	0,861
RMSEA	0,056

H	Construct	Relation	Construct	Standardized coefficients	Sig.
H1	Brand Equity	→	Impulsive Buying Behavior	-0,024	0,788
H2	Materialism	→	Credit card use	0,068	0,423
H3	Materialism	→	Impulsive Buying Behavior	0,523	***
H4	Impulsive Buying Behavior	→	Credit card use	0,156	0,211

Hypotheses	Results	Studies
H1: Brand equity positively impacts on impulsive buying behavior.	Rejected	Dittmar et al. (1995Dittmar, H., Beattie, J., & Friese, S. (1995). Gender identity and material symbols: Objects and decision considerations in impulse purchases. Journal of economic psychology, 16(3), 491-511.), Aaker & Joachimsthaler (2000Aaker, D. A., & Joachimsthaler, E. (2009). Como construir marcas líderes. Bookman Editora.),Cardoso & Neves (2008Cardoso, A., & Neves, P. (2008). Atitude dos consumidores relativamente à marca dos distribuidores.) and Rook & Hock (1985Rook, D. W., & Hoch, S. J. (1985). Consuming impulses. ACR North American Advances.).
H2: Behavioral materialism impacts positively on credit card use.	Rejected	Ponchio & Aranha (2007Ponchio, M. C., Aranha, F., & Todd, S. (2007). Estudo exploratório do construto de materialismo no contexto de consumidores de baixa renda do município de São Paulo. Revista Ibero Americana de Estratégia, 6(1), 13-21.), Richins (2004Richins, M. L. (2004). The material values scale: Measurement properties and development of a short form. Journal of Consumer research , 31(1), 209-219.), Ponchio (2006Ponchio, M. C. (2006). The influence of materialism on consumption indebtedness in the context of low income consumers from the city of São Paulo (Doctoral dissertation).) and Limbu, Huhmann & Xu (2012Limbu, Y. B., Huhmann, B. A., & Xu, B. (2012). Are college students at greater risk of credit card abuse? Age, gender, materialism and parental influence on consumer response to credit cards. Journal of Financial Services Marketing, 17(2), 148-162.).
H3: Materialistc behavior can impact positively on impulsive buying behavior.	Confirmed	Rook (1987Rook, D. W. (1987). The buying impulse. Journal of Consumer research , 14(2), 189-199.), Arocas et al. (2004Arocas, Roberto Luna, Puello Arrieta, S., & Botero, M. M. (2011). La compra impulsiva y el materialismo en los jóvenes: estudio exploratorio en estudiantes universitarios de Barranquilla (Colombia). Psicología desde el Caribe, 1-26.), Veludo de Oliveira et al. (2004Veludo-De-Oliveira, T. M., Ikeda, A. A.; Santos, R. Da C. (2004). Compra compulsiva e a influência do cartão de crédito. Revista de Administração de Empresas , v. 44, n. 3, p. 89-99.) and Chavosh, Halimi & Namdar (2011Chavosh, A., Halimi, A. B., Namdar, J., Choshalyc, S. H., & Abbaspour, B. (2011, February). The contribution of product and consumer characteristics to consumer’s impulse purchasing behaviour in Singapore. In Proceedings of 2011 international conference on social science and humanity (Vol. 1, pp. 248-252).).
H4: Impulsive buying Behavior positively impacts on credit card use.	Rejected	Rook (1987Rook, D. W. (1987). The buying impulse. Journal of Consumer research , 14(2), 189-199.) and Rook & Fisher (1995Rook, D. W., & Fisher, R. J. (1995). Normative influences on impulsive buying behavior. Journal of Consumer research , 22(3), 305-313.).

Universidade Federal de Santa Maria Avenida Roraima nº 1000, Prédio 74C, Sala 4210 - Cidade Universitária - Centro de Ciências Sociais e Humanas (CCSH) - Universidade Federal de Santa Maria (UFSM), Cep: 97105-900, Tel: +55 (55) 3220-9242 - Santa Maria - RS - Brazil
E-mail: rea@ufsm.br

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[1] AUTHORS

1. Luis Adriano Rodrigues Institution: Universidade Federal de Santa Maria - UFSM - PPGA - Programa de pós-graduação em Administração, Santa Maria, RS, Brazil. PhD Student in Business Administration from Universidade Federal de Santa Maria, Brazil. Master and bachelor in Business Administration in Strategic organization. Last 4 years is a teacher in AMF - Antonio Meneghetti Faculdade and was too teacher in Universidade Federal de Santa Maria for 1,5 years how substitute teacher. E-mail: luisadriano@bol.com.br Orcid: https://orcid.org/0000-0002-5619-5682