151. ELEMENTOS QUE POTENCIALIZAM A INTENÇÃO DE COMPRA DE UM VESTIDO DE NOIVA.
- Author
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Leiva Wu, Luiza Flávia, de Sevilha Gosling, Marlusa, Oliveira Meira, Kelly Cristine, and Teixeira de Sevilha Gosling, Iury
- Abstract
Because it is an event of great importance in the lives of women, brides dedicate a lot of time, energy, creativity and money to ensure that marriage is carried out in a special way. The purpose of this article was to evaluate what are the influential elements in buying a wedding dress. For this, it was considered as theoretical foundation the Theory of Planned Behavior (TCP) and symbolism. This study had the initial exploratory phase with in-depth interviews on the subject with about 10 brides. The second phase was descriptive of a quantitative nature in which respondents answered the questions according to the Likert scale from 1 to 10. In terms of the hypothesis test and the answer to the formulated problem, one has, within the researched variables, the only one that influences the intention of the purchase of the wedding dress is the attitude towards the purchase. [ABSTRACT FROM AUTHOR]
- Published
- 2017