Résumé
O presente artigo apresenta os resultados advindos de um estudo exploratório, de abordagem qualitativa, que buscou analisar as diferenças percebidas, bem como as estratégias de influência utilizadas, por homens e mulheres ao longo das etapas do processo de decisão de compra conjunta de um imóvel. Para o alcance dos objetivos, os autores optaram por realizar a coleta de dados junto a dez casais sujeitos da amostra conciliando a abordagem indireta (técnicas projetivas) com a abordagem direta (entrevistas em profundidade). Analisando-se os resultados obtidos, destaca-se que as mulheres tendem a associar a compra e o consumo com sentimentos de preocupação e solicitude narcisista, enquanto os homens relacionam ao desejo de escolha e de domínio. No que tange as estratégias de influência empregadas, identificou-se que as mulheres valem-se da emoção e os homens do maior conhecimento que dizem ter sobre o assunto (especialista).
This article presents the results from an exploratory research, with qualitative approach, that investigates the perceived differences and the influence strategies used by men and women throughout the stages of the buying decision in a joint property. To achieve the objectives, the authors chose to collect the data from ten couples subjects of the sample reconciling the indirect approach (projective techniques) with the direct approach (in-depth interviews). Analyzing the results obtained, says that women tend to associate the purchase and consumption with feelings of worry and concern narcissistic Regarding the influence strategies employed, we found that women avail themselves of the emotion and the men of greater knowledge that they have on the subject (expert).
Este artículo presenta los resultados de un enfoque exploratorio, cualitativo que investiga las diferencias percibidas y las estrategias de influencia utilizadas por los hombres y mujeres en todas las etapas de la decisión de compra de una propiedad conjunta. Para lograr los objetivos, los autores optaron por recoger los datos de los sujetos de la muestra de la conciliación de las parejas el enfoque indirecto (técnicas proyectivas) con el método directo (en las entrevistas en profundidad). Analizando los resultados obtenidos, dice que las mujeres tienden a asociar la compra y el consumo con la inquietud y preocupación narcisista, mientras que los hombres se relacionan con el deseo de la elección y el poder. En cuanto a las estrategias de influencia empleadas, se encontró que las mujeres hagan uso de la emoción y los hombres de mayor conocimiento que tienen sobre el experto en la materia.
Sujets)
Humains , Mâle , Femelle , Comportement , Économie , Identité de genre , Conjoints/psychologie , Techniques d'aide à la décision , Relations interpersonnellesRésumé
As the rapid growth of internet users, the implementation of e-commerce and e-community are becoming popular also in health fields. Especially, the marketing strategy through joint purchasing for health services such as lasik, plastic surgery, etc. has increasingly been an important issue in clinics and health portals. Therefore, this study purposes to investigate the current status of joint purchasing for health services and estimate the demand on them. Since the university students use an internet most frequently and tend to purchase the goods and services actively through it, the intention for health services were targeted to university students. Only 29% of respondents acknowledged the joint purchasing system for health services. And the purchasing intention was higher in the university students who experienced the joint purchasing for general goods than those who did not experience. Non-surgery items such as stress clinic, dental scaling showed higher intention. Meanwhile when respondents purchase the health services through an internet, they consider the reliability of quality for health services at most. Considering this, if the legal regulations and ethical standards for reliable health services are systematically prepared, positive attitudes and behavioral intention on joint purchasing for health services will be increased and the market of joint purchasing will be enlarged.