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Publication
A relevância dos conteúdos petcare para os utilizadores nas plataformas digitais
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 2.12 MB | Adobe PDF |
Advisor(s)
Abstract(s)
A maioria dos lares portugueses já conta com a presença de animais de estimação,
assistindo-se assim a uma maior consciencialização para cuidar e garantir qualidade de vida aos
seus companheiros, na sua maioria de quatro patas. A consciencialização dos direitos dos
animais, os novos hábitos e estilo de vida contribuíram para o aumento da adoção de animais
domésticos, que hoje em dia já são considerados por muitos como membros da família.
Esta dissertação de mestrado centra-se na caracterização do perfil do utilizador e na
avaliação da qualidade da informação nas plataformas digitais de petcare, do ponto de vista do
utilizador. Pretende-se identificar melhorias, por forma a fornecer todos os conteúdos relevantes
para os amantes de animais, promovendo desta forma o bem-estar do amigo de quatro patas, bem
como a aproximação das empresas com os seus utilizadores. Esta análise avaliativa permitirá
saber quais as variáveis mais influentes na intenção de revisita ao website Pedigree.
Os dados foram obtidos através de um questionário adaptado do modelo Webqual US
(Loiacono, Watson, & Goodhue, 2007), que totalizou 26 questões organizadas por dimensões e
constructos e adicionalmente foram efetuadas mais 5 questões que ajudaram na caracterização do
perfil do utilizador. Para o tratamento dos dados, foi utilizada o software do tratamento de dados
estatísticos SPSS.
Constata-se que o público-alvo deste estudo é maioritariamente feminino, com idades
entre os 26 e 35 anos e com um grau académico ao nível da Licenciatura.
A importância dos conteúdos adaptados para smartphone é cada vez mais relevante para
os utilizadores, tendo em conta que os acessos são cada vez maiores. A qualidade no online está
subjacente a esta nova realidade, por isso, é necessário garantir que a experiência do utilizador
não é defraudada.
No caso do website Pedigree, a dimensão Facilidade de Utilização é a que os utilizadores
mais valorizam, bem como as dimensões Emoção, Vantagem Relativa e Imagem têm um
impacto positivo na intenção de revisita ao website.
Denota-se que a que os utilizadores têm uma imagem positiva do website Pedigree, no
entanto a média das respostas não ultrapassou 5, na escala de Likert de 1 a 7.
The majority of nursing homes for the eldery are pet friendly as more and more people become aware that pets provide companionship, comfort and love, and offer a way of making contact with others. It is as important take care of them and offer the quality of life they deserve. The awareness of animal rights, new habits and lifestyles have contributed to the increased adoption of pets, which today are already considered by many as family members. This dissertation focuses on the characterization of the user's profile and evaluating the quality of information on petcare digital platforms from the user's point of view. It is intended to identify improvements in order to provide all relevant content for animal lovers, thus promoting the welfare of the four-legged friends and to bring companies closer to their users. This evaluative analysis will find out what are the most influential variables in the intention of revisiting the Pedigree website. The data was obtained through a questionnaire adapted from the Webqual US model (Loiacono, Watson, & Goodhue, 2007), totaling 26 issues organized by dimensions and constructs and additionally 5 more questions were introduced in order to help with the characterization of the user's profile. For the treatment of the data the SPSS statistical data processing software was used . The target audience of this study is mostly female, aged between 26 and 35 years and with an academic degree at the level of a Bachelors. The importance of having the contents tailored to smartphones is increasingly relevant to users, taking into account that the hits are becoming greater. The quality of the online underlies this new reality, so it is necessary to ensure that the user experience is not defrauded. In the case of the Pedigree website, the Ease of use is what users value the most, as well as the dimensions of the Emotion, Relative Advantage and Image that carry a positive impact on the intention to revisit the website. It is important to acknowledge that the users have a positive view of the Pedigree website, however the average of the responses did not exceed 5 in the Likert scale from 1 to 7.
The majority of nursing homes for the eldery are pet friendly as more and more people become aware that pets provide companionship, comfort and love, and offer a way of making contact with others. It is as important take care of them and offer the quality of life they deserve. The awareness of animal rights, new habits and lifestyles have contributed to the increased adoption of pets, which today are already considered by many as family members. This dissertation focuses on the characterization of the user's profile and evaluating the quality of information on petcare digital platforms from the user's point of view. It is intended to identify improvements in order to provide all relevant content for animal lovers, thus promoting the welfare of the four-legged friends and to bring companies closer to their users. This evaluative analysis will find out what are the most influential variables in the intention of revisiting the Pedigree website. The data was obtained through a questionnaire adapted from the Webqual US model (Loiacono, Watson, & Goodhue, 2007), totaling 26 issues organized by dimensions and constructs and additionally 5 more questions were introduced in order to help with the characterization of the user's profile. For the treatment of the data the SPSS statistical data processing software was used . The target audience of this study is mostly female, aged between 26 and 35 years and with an academic degree at the level of a Bachelors. The importance of having the contents tailored to smartphones is increasingly relevant to users, taking into account that the hits are becoming greater. The quality of the online underlies this new reality, so it is necessary to ensure that the user experience is not defrauded. In the case of the Pedigree website, the Ease of use is what users value the most, as well as the dimensions of the Emotion, Relative Advantage and Image that carry a positive impact on the intention to revisit the website. It is important to acknowledge that the users have a positive view of the Pedigree website, however the average of the responses did not exceed 5 in the Likert scale from 1 to 7.
Description
Keywords
Marketing digital Qualidade online Petcare Pedigree