Gatilhos mentais em marketplace: avaliação da percepção e influência na decisão de compra de estudantes universitários sob a ótica do modelo S-O-R

Abstract

This study aimed to evaluate how mental triggers used on marketplace platforms influence the purchasing decisions of Business Administration students at a Higher Education Institution in Manaus, Amazonas. The research adopted a quantitative, descriptive approach, using a survey applied to 71 students selected through non-probability convenience sampling. The data collection instrument was a structured questionnaire, administered via Google Forms, with questions addressing respondent profiles, consumption habits, perception of triggers, and the influence attributed to purchasing decisions. Data were analyzed using descriptive statistics, including frequencies, percentages, means, and standard deviations. The results indicate that the most strongly perceived triggers were social proof, liking, commitment and consistency, authority, and reciprocity. However, the conversion of perception into action varied across the triggers. Social proof, reciprocity, and authority showed a stronger association with trust and purchase intention, while scarcity, liking, and commitment and consistency revealed more evident gaps between recognition and effective behavioral response. It is concluded that mental triggers influence students' purchasing decisions, albeit heterogeneously, mediated by trust, perception of advantage, uncertainty reduction, and consumer critical awareness.