Digital marketing and online shopping were already an extensive trend demanded by consumers and women sportswear market even before the pandemic made a significant impact on us. The pandemic caused since December 2019 (COVID-19), has brought several kinds of crisis in our world not just healthy emergencies, collapsing the health system overburden hospitals, but also provoking huge economic impacts making thousands of businesses going down the drain, where governments tried to appraise the advancement of the disease on the population, establishing strict lockdowns, restrictions, stay-at-home orders, quarantines. But on the other hand, businesses also saw breaches to increase their profits by using technologies, the pandemic just fueled online sales growth. According to a retail sales indicator, the Brazilian e-commerce sector plunged by 75% in 2020 compared to the previous year. We are also the first in the world ranking for online shopping, as a result of the pandemic, easy payment methods and fast deliveries.
After the pandemic, one of the most popular topics that has been explored and researched worldwide in the business and management area, were related to human consumer behavior, psychology analysis and how in these past three years human shopping decisions have changed. Thus, the main objective of this thesis is to explore during Covid-19 times whether the female consumer behavior of sportswear industry in Brazil has changed while considering their psychological behavior that led to such circumstances. Numerous studies related to personality traits and beliefs influencing consumer purchasing behaviors can be found in academic research and studies, and during the pandemic these personalities, beliefs and attitudes related to consumption may have taken a different path in unsettled times. Either because of self-healthcare lowering the contact with other individuals, and infection or by reason of convenience, ease of purchase, instant payment methods, fast deliveries, etc.… Thus, the main objective of this research is to study personality traits, attitudes, behaviors during the pandemic Covid-19 times in Brazilian female sportswear industry.

References

ABIT. Associação Brasileira de Indústria Têxtil e de confecção. Pesquisa de Usos, Hábitos e Costumes do Consumidor. Perfil do setor (2022). Retrieved from: https://www.abit.org.br/cont/perfil-do-setor

Barreto, L. (2022). Mercado fitness cresce de forma extraordinária no Brasil. Retrieved from: https://ohoje.com/noticia/economia/n/1431278/t/mercado-fitness-cresce-de-forma-extraordinaria-no-brasil/

BOSNJAK, M; GALESIC, M; TUTEN, T. Personality determinants of online shopping: explaining online purchase intentions using a hierarchical approach. Journal of Business Research, v. 60, n. 6, p. 597-605, 2007.

BUSS, A. Personality as traits. American Psychologist, v. 44, n. 11, p. 1378-1388, 1989.

BUSS, D. Personality: Evolutionary Heritage and Human Distinctiveness. Hillsdale, NJ: Lawrence Erlbaum Associates, 1988.

CARVER, C. S; SCHEIRER, M. F. Origins and functions of positive and negative affect: a control-process view. Psychological Review, v. 97, n. 1, p.19-35, 1990.

CHURCHILL, G; IACOBUCCI, D. Marketing Research: Methodological Foundations. 8. edition. Orlando: Harcourt College Publishers, 2002.

Cherry, K. (2022, 10 19). The Big Five Personality Traits. Retrieved from Verywell mind: https://www.verywellmind.com/the-big-five-personality-dimensions-2795422

Eagly, A. H., & Chaiken, S. (2007, Oct.). The Advantages of an Inclusive Definition of L°
Attitude. Social Cognition, pp. 582-602.

EBIT-NIELSEN. (2021). E-Commerce no Brasil cresce 47% no primeiro semestre, maior alta em 20 anos. Static.poder360. https://static.poder360.com.br/2020/08/EBIT-ecommerce-Brasil-1semestre2020.pdf

Faria Macedo, E., Ferreira, B., dos Santos, N., Rodrigues de Souza, A., & Gonçalves, S. (2022). O comportamento de consumo em e-commerce durante a pandemia. Revista Valore, 7, 35-44. Retrieved from: https://revistavalore.emnuvens.com.br/valore/article/view/1229/980

Fernandes, D. (2022). E-commerce de moda: PMES faturam mais de R$400 milhões nos meses frios. Retrieved from: https://www.ecommercebrasil.com.br/noticias/pmes-moda-faturam-meses-frios

FIORE, Frank (2001). E-marketing estratégico. Ed. MAKRON Books.

Franco, G. D. (2021). The impact of the COVID-19 pandemic in Brazil’s e-commerce: new landscape and consumer trends. Retrieved from: https://repositorio.ucp.pt/bitstream/10400.14/38022/1/202962857.pdf

Gonçalves, G. (2022). E-commerce brasileiro tem o maior crescimento da América Latina, mostra estudo. Retrieved from: https://www.ecommercebrasil.com.br/noticias/e-commerce-brasileiro-tem-o-maior-crescimento-da-america-latina

Guimarães, S., A. (2020) Quarentena: aplicativos para malhação em casa se multiplicam. Rio de Janeiro (RJ): Veja Rio. Retrieved from: https://vejario.abril.com.br/cidade/quarentena-aplicativo-malhacao-fit/

Han, H., & Hyun, S. S. (2017). Key factors maximizing art museum visitors" satisfaction, commitment, and post-purchase intentions. Asia Pacific Journal of Tourism Research, pp. 834-849.

Harrison- Walker, L. J. (2001). The measurement of word-of-mouth communication and an investigation of service quality and customer commitment as potential antecedents. Journal of Service Research, pp. 60-75.

Hills, P., & Argyle, M. (2003). Uses of the Internet and their relationships with individual differences in personality. Computers in Human Behavior, 19, 59–70. https://doi.org/10.1016/S0747-5632(02)00016-X

IEMI. Inteligência de mercado. (2022). Retrieved from: https://www.iemi.com.br/

Ivo, D. (2022) E-commerce no Brasil: conheça os principais dados, o market share, o crescimento e as principais estatísticas, com atualização mensal!. Retrieved from: https://www.conversion.com.br/blog/relatorio-ecommerce-mensal/

Jindal, I. (2022) Latin America 2022 E-commerce Region Report. Retailx Country Reports.

Karsaclian, E.(2004)Comportamento do consumidor. (2. ed.)São Paulo: Atlas.

Kassarijian, H. H. (1971, Nov. 409). Personality and Consumer Behavior: A Review. Journal of Marketing Research, p. 418.

KOTLER, P.; ARMSTRONG, G. Princípios de marketing. Rio de Janeiro – Hall do Brasil, 1993

Kuo, Y.-F. & Yen, S.-N. (2009). Towards an understanding of the behavioral intention to use 3G mobile value-added services. Computers in Human Behavior, 25(1), 103-110.http://dx.doi.org/10.1016/j.chb.2008.07.007.

Limayem, M., Khalifa, M., & Frini, A. (2000). What makes consumers buy from Internet? A longitudinal study of online shopping. IEEE Transactions on Systems Man and Cybernetics- Part A Systems and Humans, pp. 421-432.

Luarn, P., & Lin, H. H. (2005). Toward an understanding of the behavioral intention to use mobile banking. Computers in Human Behavior, pp. 873-891.

Mendes, J., Mendonça, S., & Paiva, A. (2010). Relação entre traços de personalidade dos indivíduos e uso da internet. International Journal of Developmental and Educational Psychology, 4(1), 63-72.

Oliveira, Felipe Gabriel Barbosa de. (2016) Comportamento do Consumidor: Os Fatores de Influência. Revista Científica Multidisciplinar Núcleo do Conhecimento. Ano 1. Vol. 9. pp 613-630.

Özbek, V., Alnıaçık, Ü., Koc, F., Akkılıç, M. E., & Kaş, E. (2014). The impact of Personality on Technology Acceptance: A Study on Smart phone Users. Social and Behavioral Sciences, 541-551.

Padua, F. (2020). Os impactos do coronavírus no e-commerce brasileiro. In: Ligafeausp. Retrieved from: https://www.ligafeausp.com/single-post/2020/07/22/Os-impactos-docoronav%C3%ADrus-no-e-commerce-brasileiro

Pedrosa, A. L., Bitencourt, L., Fróes, A. C. F., Cazumbá, M. L. B., Campos, R. G. B., de Brito, S. B. C. S., Simões e Silva, A. C. (2020). Emotional, Behavioral, and Psychological Impact of the COVID-19 Pandemic. Frontiers in Psychology.

Phares, E. J., & Chaplin, W. F. (1997). Introduction to Personality. New York: Addison Wesley.

Rosa, C. (2015). Consumo de vestuário feminino: Um Estudo do Comportamento de Compra de Mulheres Jovens da Classe C do Município de Ijuí/RS. Retrieved from: https://bibliodigital.unijui.edu.br:8443/xmlui/bitstream/handle/123456789/3152/CAROLINE%20DA%20ROSA.pdf?sequence=1

Roy, A. (2020). The Pandemic is a Portal. London: Financial Times.

Schmidt, S., Benke, C., & Pané-Farré, C. A. (2021). Purchasing under threat: Changes in shopping patterns during the COVID-19 pandemic. PloS one, 16(6), e0253231.

Sheth, J. (2020). Impact of Covid-19 on consumer behavior: Will the old habits return or die? Journal of Business Research, pp. 280-283.

Silva, W. M. da, Morais, L. A. de, Frade, C. M. ., & Pessoa , M. F. . (2021). Digital marketing, E-commerce and pandemia: a bibliographic review on the brazilian panorama . Research, Society and Development, 10(5), e45210515054. https://doi.org/10.33448/rsd-v10i5.15054

Solomon, M. R. (2002) O comportamento do consumidor:comprando, possuindo e sendo. (5.Ed). Porto Alegre: Bookman.

Sousa, I. (2020). O mercado fitness no Brasil segundo o Report Global IHRSA 2020. Gestão de academia. Mercado e tecnologia. Retrieved from: https://blog.sistemapacto.com.br/o-mercado-fitness-no-brasil-segundo-o-report-global-ihrsa-2020/#comments

Thiel, E. v. (2022, 4 7). Big Five personality test traits. Retrieved from 123test:
https://www.123test.com/big-five-personality-theory/

Warshaw, P. R., & D, D. F. (1985). Disentangling behavioral intention and behavioral expectation. Journal of Experimental Social Psychology, pp. 213-228.

Zajenkowski, M., Jonason, P. K., Leniarska, M., & Kozakiewicz, Z. (2020). WhocomplieswiththerestrictionstoreducethespreadofCOVID-19?: PersonalityandperceptionsoftheCOVID-19situation. Personality and Individual Differences, Volume 166.