Intenção de compra de um produto eletrônico e comentários online: um experimento na Internet

Content Provider	Semantic Scholar
Author	Almeida, Tatiane
Copyright Year	2016
Abstract	In an extremely competitive environment, many companies launch new products in a systematic way in order to get a differential to its competitors. However, the excess of options in the market can confuse and overwhelm consumers who wish to purchase a new product. In this context, electronic word-of-mouth appears as a way to overcome information asymmetry in describing the attributes of the product in terms of situations, measuring its quality from the user's point of view, reducing the consumer's risk. Thus, this thesis has the general objective to empirically analyze a theoretical model based on the Theory of Planned Behavior, which relates the attitude toward the brand, trust in the brand, perceived behavioral control, subjective norm and purchase intent of an electronics products, in contexts where consumers are faced with positive and negative online consumers reviews. The influence of this type of word-of-mouth communication in purchase intent, contexts of below and high involvement, was also checked. The research method adopted was the experimental, and the study design pretest control group before-test/post-test with factorial 2 x 3. The valid final sample was of 690 students from Universities at Salvador/BA. The research approach was quantitative and were used methods of descriptive statistics, factor analysis, t-test and structural equation modeling to analyze the data. The result proved that the online consumers reviews influence purchase intent, with the greatest effect it was checked against the positive information. Individuals with low involvement were more influenced by the positive online consumers reviews, while with high involvement were most impacted by the negative online consumers reviews. Regarding the theoretical model, it was included a second-order construct, called motivational factors of intent to purchase, accounted for most variation in purchase intent in all the analyzed models. The factors of personal order trust in the brand and attitude toward the brand presented the main contribution to the second-order construct and also those who, indirectly, explained most variation in purchase intent for all models analyzed. In general, the results point to the need for companies to invest in strong and trusted brands, devoting more attention to communication strategies and maintaining long-term relationships with their customers. However, the online consumers reviews should not be overlooked.
File Format	PDF HTM / HTML
Alternate Webpage(s)	https://repositorio.ufba.br/ri/bitstream/ri/18896/1/Almeida,%20Tatiane%20Nunes%20Viana%20de.pdf
Language	English
Access Restriction	Open
Content Type	Text
Resource Type	Article