O uso de aplicativos móveis na compra por impulso feminina de cosméticos

Abstract

With the advent of the internet, society underwent significant transformations, leading to the emergence of new markets. Mobile applications have emerged as an option for consumers who value practicality and convenience, becoming increasingly popular due to online consumption habits. In the contemporary scenario, women play a central role in the consumer market, influencing decisions in different sectors and seeking to meet the demands of different areas, such as beauty, health, home and children. This study's main objective is to analyze the use of mobile applications in female behavior in relation to impulse purchases of cosmetics. We investigated behavioral patterns in the use of applications to purchase these products, in addition to identifying factors that influence online impulse purchases. Through semi-structured interviews carried out with 7 women buyers of cosmetic products in Santana do Livramento/RS, we observed that, faced with the indecision generated by the female impulse purchase of cosmetics via mobile applications, the participants adapted positively to the challenges imposed by technology. We conclude that excessive information and advertising influences female purchasing behavior, specifically impulse purchases, as evidenced in the results of interviews with consumers.