Empreendedorismo por necessidade em tempos de pandemia: A motivação empreendedora e o foco regulatório na explicação da intenção de empreender

Eduardo Mesquita; Tainá Townsend; Evandro Luiz Lopes

doi:10.14211/regepe.esbj.e2266

Autores

Eduardo Mesquita du.mesq@uni9.edu.br
Centro Universitário SENAC (SENAC-SP)
https://orcid.org/0000-0003-0331-7401
Tainá Townsend taina.alves06@gmail.com
Universidade Nove de Julho (UNINOVE)
https://orcid.org/0000-0002-5182-4312
Evandro Luiz Lopes elldijo@uol.com.br
Escola Superior de Propaganda e Marketing (ESPM)
https://orcid.org/0000-0002-2780-4215

DOI:

10.14211/regepe.esbj.e2266

Palavras-chave:

Empreendedorismo, Foco Regulatório, Intenção de empreender, Motivação no Empreendedorismo, Empreendedorismo por necessidade

Resumo

Objetivo: Este estudo tem como objetivo analisar o efeito da necessidade de segurança na intenção de empreender quando mediada pela motivação empreendedora com o foco regulatório em estudantes universitários. Metodologia/abordagem: Utilizando análise de variância e testes de regressão linear, realizamos análise de dados de relações diretas e mediações com uma amostra composta por 217 estudantes universitários. Principais resultados: Identificamos que a necessidade de segurança influencia positivamente a motivação empreendedora. Também reconhecemos que esse resultado ocorre por meio da dupla mediação sequencial da motivação empreendedora e do foco regulatório. Assim, os alunos com foco regulatório promocional mostraram-se mais dispostos a empreender do que aqueles com foco regulatório na prevenção. Contribuições teórico-metodológicas: Higgins e Pinelli (2020) indicaram que o empreendedorismo raramente utiliza a teoria do foco regulatório apesar de ser adequado. Além disso, a crise econômica gerada pela pandemia do COVID-19 pode ser um fator que influencia a motivação para empreender, pois é uma motivação extrínseca impulsionada pela necessidade de segurança. Relevância/originalidade: Identificamos que a necessidade de segurança pode desencadear a motivação para empreender, fazendo com que os indivíduos apresentem um estado de autorregulação promocional. Contribuições sociais/de gestão: Com base nos resultados, é possível afirmar que a educação empreendedora deve abordar diferentes tipos de comunicação para incentivar futuros empreendedores. A explicitação do ganho é comumente aplicado em salas de aula, mas a comunicação sem perdas também deve ser adotada.

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Biografia do Autor

Eduardo Mesquita, Centro Universitário SENAC (SENAC-SP)

é Doutor pelo Programa de Pós-graduação em Administração (PPGA-Consumo e transformação digital) da Universidade Nove de Julho (2020). Mestre em Administração (Marketing) pelo Programa de Pós-graduação em Administração (PPGA) da Universidade Nove de Julho (2019). Bacharel em Administração (2017), pós-graduado em Gestão de Pessoas (2016) e graduado em Marketing (2015) pela Universidade Nove de Julho. Atualmente é Professor na USP/ESALQ, no Senac-SP e na PUC-Campinas. Também atua como Brand Research Business Unit Leader na Ilumeo – Data Science Company. Áreas de interesse em pesquisa em Comportamento do Consumidor com ênfase em: Fake News, Review (falsas e genuínas), Foco regulatório e transgressão da marca.

Tainá Townsend, Universidade Nove de Julho (UNINOVE)

é Doutora pelo Programa de Pós Graduação em Administração na Universidade Nove de Julho (2022). Mestre pelo Programa de Mestrado Profissional em Administração - Gestão de Projetos na Universidade Nove de Julho (2018). Especialização em Gestão de Projetos e bacharel em Administração de Empresas pela Universidade Nove de Julho (2016). Graduação em Administração de Recursos Humanos pela Universidade Nove de Julho (2012). Tem experiência na área de Administração, atuando principalmente nos seguintes temas: competências individuais, indústria 4.0, gestão de projetos, projetos de inovação e CRM (Customer Relationship Management). Áreas de interesse em pesquisa: comparação e influência social, consume pró-social, tomada de decisão do consumidor, e relacionamento consumidor-marca.

Evandro Luiz Lopes, Escola Superior de Propaganda e Marketing (ESPM)

é Livre-Docente em Marketing pela Universidade Federal de São Paulo, Pós-doutor em Administração (Marketing) pelo Centro de Pós-graduação e Pesquisas em Administração (CEPEAD) da Universidade Federal de Minas Gerais (2016). Possui Doutorado em Administração (Marketing) pelo Programa de Pós-graduação em Administração (PPGA) da Universidade Nove de Julho (2010) e Mestrado em Administração (Marketing) pela mesma instituição (2007). Entre 2012 e 2019 foi Editor Científico da Revista Brasileira de Marketing (ReMark) / Brazilian Journal of Marketing (BJM). Atualmente é Professor Titular na ESPM - Escola Superior de Propaganda e Marketing atuando no PPGA - Programa de Pós-graduação em Administração e no MPCC - Mestrado Profissional em Comportamento do Consumidor, ministrando as disciplinas de Métodos Quantitativos e Desenho e Análise de Experimentos. Atua também como Professor Adjunto na EPPEN - Escola Paulista de Política, Economia e Negócios da Universidade Federal de São Paulo, ministrando as disciplinas de Comportamento do Consumidor e Pesquisa de Marketing. Coordena projetos de pesquisa financiados pelo CNPq, pelo qual também é Bolsista de Produtividade em Pesquisa (PQ2/CNPq), além de atuar como parecerista para renomados periódicos acadêmicos. Seus interesses de pesquisa estão concentrados no processo de decisão de compras e na avaliação de marcas no contexto do comportamento do consumidor.

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