Resumo

Black Friday (BF) is a promotional strategy and has become one of the most important holiday shopping days in retail and have impacted consumer behaviors. Within their unique context and perception of unmissable discounts, with characteristics of a consumption, it consists of four fundamental pillars: materialism, relational bonding, Christmas and tradition. Promotional strategies are used to increase the sales of products and services in a short time and consequently increase the deal proneness

Until now it is not clear what aspects related to a promotional strategy as peculiar as BF are influencing the consumer's deal proneness on holiday shopping season. Some retailers do not dedicate so much effort to ensure an attractive BF, with real discounts. If those aspects are known, this is likely to help encourage a greater commitment from retailers. The goal of this paper it is to test a model that is based on the relationship of Materialism, Enjoyment in Buying, Impulsiveness and BF with Deal Proneness, and to verifying if there is a moderating effect of BF.

When consumers obtained significant discounts, they creating a special “value” for that purchase.Some authors describe a very close relationship between impulsiveness, materialism and enjoyment in buying in scenarios of promotional strategies. Since BF is considered a important shopping event with significant discounts, that has consumption ritual characteristics, it is believed that BF will have a robust and significant relationship with the deal proneness, as such, there should also be a moderating effect with Materialism, Enjoyment in Buying and Consumer Impulsiveness on the Deal Proneness

A quantitative study was carried out with a survey as collection instrument, with 177 valid answers and structural equation modeling (SEM). For the calculations, analysis and statistical validation, PLS (Partial Least Squares) was used with the Smart PLS 3 software. The scales used in the construction of the questionnaire to measure the constructs and their paths in the model were extracted, translated and adapted from the original scales. The questions were measured on a six-point Likert scale (1 = strongly disagree; 6 = strongly agree), with no response neutrality option.

Although there was a strong and significant influence of Black Friday on Deal Proneness, as well as of Impulsiveness and Enjoyment in Buying, the model presented in this paper did not confirm the moderation of Black Friday of the independent variables Impulsiveness, Enjoyment in Buying and Materialism in relation to Deal Proneness. Even with the unconfirmed hypotheses (H3 to H6), the proposed model obtained satisfactory and significant results, with an R2 of 0.497

The moderating effect of BFS on the model was not confirmed. On the other hand, Impulsiveness and Enjoyment in Buying were shown to be positively related to Deal Proneness, corroborating the result of Santini et al. (2015), which also found the absence of a moderating effect in promotional strategies, since this investigation was carried out under conditions that suppress the limitations of the previous study. There was no confirmation that materialism has a positive relationship with Deal Proneness, contrary to the suggestion others studies.

Bell, G. C., Weathers, M. R., Hastings, S. O., & Peterson, E. B. (2014). Investigating the Celebration of Black Friday as a Communication Ritual. Journal of Creative Communications Santini, F. de O., Sampaio, C. H., Perin, M. G., & Vieira, V. A. (2015). An analysis of the influence of discount sales promotion in consumer buying intent and the moderating effects of attractiveness. Revista de Administração [RAUSP], 50(4), 416-431. Thomas, J. B., & Peters, C. (2011). An exploratory investigation of Black Friday consumption rituals. International Journal of Retail & Distribution Management.