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Publication
A influência do E-WOM na intenção de compra de vinho
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Abstract(s)
A par da evolução digital têm surgido novos modelos de negócio e novas plataformas digitais, como as redes sociais. Decorrente da necessidade de adaptação das marcas e empresas, têm sido desenvolvidas e exploradas novas estratégias e ferramentas de marketing e comunicação. Esta evolução permitiu a digitalização do passa-palavra, que é agora maioritariamente eletrónico, e que se denomina, de forma geral, por Electronic Word-of- Mouth (eWOM). Os consumidores ganharam assim voz online.
A presente investigação visa analisar a influência do eWOM na intenção de compra de vinho. Para o efeito, foi construída uma base teórica sobre o mercado do vinho e o comportamento e perfil do consumidor de vinho, bem como sobre conceitos que encontramos em ambiente digital, nomeadamente o eWOM, User Generated Content (UGC) e online reviews. Com referência ao conteúdo teórico e com base nos modelos ELM e IAM, modelos de aceitação das tecnologias e de adoção de informação, foi desenvolvido um modelo conceptual, constituído por variáveis antecedentes à intenção de compra de vinho e pelas suas possíveis relações de interdependência.
Para a recolha de dados, recorreu-se à distribuição de um inquérito por questionário, com aplicação online, em grupos da rede social Facebook, destinados a consumidores e interessados em vinho. A amostra válida para análise foi de 218 inquiridos. Com recurso à análise SEM-PLS, analisaram-se 8 variáveis e testaram-se as 9 hipóteses formuladas.
Os resultados revelam que a qualidade do eWOM, a utilidade percebida do eWOM e a adoção do eWOM se revelam muito significativos para explicar a intenção de compra.
In line with the digital evolution new business models and digital platforms emerged, such as social networks. Given the need to adapt of brands and companies, new strategies and tools for marketing and communication have been developed and explored. This evolution allowed the digitalization of word of mouth, which is now mainly electronic, being generally called Electronic Word of Mouth (eWOM). Consumers have thus gained a voice online. The following research aims towards diagnosing the influence of eWOM on the purchasing intention of wine. For this purpose, a theoretical base about the wine market and the wine consumers’ behaviour and profile, as well as concepts found in the digital environment, namely eWOM, User Generated Content (UGC) and online reviews. Grounded on the theoretical base and on ELM and IAM, technology acceptance and information adoption models, a conceptual framework was developed. This framework is made of variables which precede the wine purchase intention and by their possible interdependence relationships. Data was collected through an online survey distributed in Facebook groups of wine consumers and wine enthusiasts. 218 responses were considered valid for analysis, and, through SEM-PLS analysis, 8 constructs and 9 hypotheses were tested. Results show that the quaility of eWOM, the perceived utility of eWOM and the adoption of eWOM are of major relevance to explain the purchase intention of wine.
In line with the digital evolution new business models and digital platforms emerged, such as social networks. Given the need to adapt of brands and companies, new strategies and tools for marketing and communication have been developed and explored. This evolution allowed the digitalization of word of mouth, which is now mainly electronic, being generally called Electronic Word of Mouth (eWOM). Consumers have thus gained a voice online. The following research aims towards diagnosing the influence of eWOM on the purchasing intention of wine. For this purpose, a theoretical base about the wine market and the wine consumers’ behaviour and profile, as well as concepts found in the digital environment, namely eWOM, User Generated Content (UGC) and online reviews. Grounded on the theoretical base and on ELM and IAM, technology acceptance and information adoption models, a conceptual framework was developed. This framework is made of variables which precede the wine purchase intention and by their possible interdependence relationships. Data was collected through an online survey distributed in Facebook groups of wine consumers and wine enthusiasts. 218 responses were considered valid for analysis, and, through SEM-PLS analysis, 8 constructs and 9 hypotheses were tested. Results show that the quaility of eWOM, the perceived utility of eWOM and the adoption of eWOM are of major relevance to explain the purchase intention of wine.
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Keywords
Vinho Intenção de compra Eletronic word-of-mouth Online reviews