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Efeitos da recomendação online no comportamento do consumidor: um estudo envolvendo confiança, satisfação, recomendação e intenção de compra
| Content Provider | Semantic Scholar |
|---|---|
| Copyright Year | 2013 |
| Abstract | The Web 2.0 is changing consumer behavior towards brands. In the context of interaction through brand communities, reviews sites, blogs and microblogs, arises the practice of collaboration in which consumers spontaneously take attitudes to recommend online goods and services, based on their positive or negative experiences of pre-purchase. These attitudes of online recommendation belong to a new phenomenon that has been researched in the study of consumer purchase intention. The role of this consumer as a collaborator and generating recommendations spontaneously in the social media provides an increase of the importance of the stage of consideration in the traditional purchasing funnel, changing the way that consumers decide by their purchases of products and services. As a result, a positive or negative impact can be attributed to the purchase intention and its antecedents such as trust, satisfaction and intention of service recommendation . In this study, we propose a theoretical framework to discuss the impact of these changes and the design and analysis of a 2x2x2 factorial experiment that contributes to determine what is the effect of positive or negative recommendations from social media influencers on antecedents and consumer purchase intention. As focus of that experiment we have manipulated two types of services (low and high price), peer groups (personal and external) and nature of message (negative and positive recommendation). The results show that the only relevant factor which brings impact on the trust, satisfaction, recommendation and purchase intention is the type of message positive or negative and in general greater impact is attributed to positive messages. This study contributes to the understanding of the consumer behavior face this new environment and can drive to discuss the marketing efforts required in a new reality in the corporate scenario – the era of collaboration and increasing role of influencers. KEY-WORDS: web 2.0, social networks, consumer behavior, collaboration. |
| File Format | PDF HTM / HTML |
| DOI | 10.11606/D.12.2013.tde-06022014-191749 |
| Alternate Webpage(s) | https://teses.usp.br/teses/disponiveis/12/12139/tde-06022014-191749/publico/MarceloCustodiodeOliveiraVC.pdf |
| Alternate Webpage(s) | https://doi.org/10.11606/D.12.2013.tde-06022014-191749 |
| Language | English |
| Access Restriction | Open |
| Content Type | Text |
| Resource Type | Article |
