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Publication
Características que podem influenciar a revisitação a um canal do YouTube
| Name: | Description: | Size: | Format: | |
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| 1.12 MB | Adobe PDF |
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Abstract(s)
Atualmente, encontramo-nos numa Era em que a internet se está a transformar numa
ferramenta cada vez mais essencial no nosso dia-a-dia. A internet, mais
especificamente, as redes sociais apareceram para que o consumidor esteja em
permanente conexão com o mundo, à distância de um clique. Nesta investigação, o
YouTube foi a rede social escolhida para o estudo e o objetivo principal é perceber
quais as características que um canal no YouTube deve ter para que os consumidores
tenham intenção de o revisitar.
Na metodologia adaptou-se um modelo que avalia a qualidade de websites, o modelo
WebQual. Foi elaborado um questionário online, sendo as perguntas adaptadas para um
canal de YouTube. Para analisar as hipóteses do estudo, foi feita uma regressão linear
múltipla. Foi então possível concluir que os constructos Utilidade, Facilidade de Uso,
Entretenimento e Relação Complementar, influenciam a Intenção de Revisitar logo,
pode-se dizer que o canal do YouTube estudado apresenta qualidade aos olhos dos
consumidores.
Currently, we are in an Era where the internet is becoming increasingly an essential tool in our daily lives. The internet, more specifically, social networks appeared for the consumer to be in permanent connection with the world, with just one click. In this investigation, YouTube was the social network of choice for the study and the main objective is to understand which characteristics a YouTube channel must have so that consumers have the intention to revisit it. In the methodology there was adapted a model that evaluates the quality of websites, the WebQual model. An online questionnaire was developed, being questions adapted to a YouTube channel. To analyse the hypothesis of the study, a multiple linear regression was made. It was then possible to conclude that the constructs Usefulness, Ease of Use, Entertainment and Complementary Relationship, influence Intention to Revisit therefore, it can be said that the YouTube channel studied presents quality in the eyes of consumers.
Currently, we are in an Era where the internet is becoming increasingly an essential tool in our daily lives. The internet, more specifically, social networks appeared for the consumer to be in permanent connection with the world, with just one click. In this investigation, YouTube was the social network of choice for the study and the main objective is to understand which characteristics a YouTube channel must have so that consumers have the intention to revisit it. In the methodology there was adapted a model that evaluates the quality of websites, the WebQual model. An online questionnaire was developed, being questions adapted to a YouTube channel. To analyse the hypothesis of the study, a multiple linear regression was made. It was then possible to conclude that the constructs Usefulness, Ease of Use, Entertainment and Complementary Relationship, influence Intention to Revisit therefore, it can be said that the YouTube channel studied presents quality in the eyes of consumers.
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Keywords
Internet Redes sociais YouTube Qualidade WebQual Intenção de revisitar