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Publication
Amor e desejo no mundo digital: a influência do consumo hedónico na utilização do Online Dating
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 4.85 MB | Adobe PDF |
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Advisor(s)
Abstract(s)
O consumo contemporâneo é motivado, em grande parte, pelo desejo e pelo
prazer. Assim, nas sociedades contemporâneas, verifica-se, cada vez mais, uma grande
popularidade na utilização das aplicações de relacionamento, como o Tinder, o Happn, o
Badoo, o Grindr e ainda as tradicionais redes sociais, como o Facebook e o Instagram,
como uma forma alternativa e bastante facilitada para conhecer novas pessoas e encontrar
aquela pessoa, ou pessoas, especiais.
Baseando-se num estudo de hipóteses, pretende analisar-se se as motivações
hedónicas estão positivamente relacionadas com a utilização de online dating e, se, o sexo
e a idade afetam de algum modo a relação entre estas variáveis.
Foi efetuado um estudo quantitativo, do qual fizeram parte 153 indivíduos. Para
mensuração das variáveis foi utilizada a escala que mede as motivações hedónicas e
utilitárias de Kim (2006), que foi posteriormente adaptada ao contexto português por
Cardoso e Pinto (2010a).
Confirmou-se parcialmente a hipótese de o consumo hedónico ter influência na
utilização de plataformas/websites e o facto de a variável sexo ter um carácter moderador
na relação entre estas variáveis. Quando os indivíduos são motivados pela experiência,
recompensa, ponderam o custo-benefício e apresentam maior aceitação de novas
tecnologias, são passíveis de utilizar mais estas plataformas. A idade não revelou uma
relação significativa, pelo que se conclui que não afeta a relação entre as variáveis. Por
outro lado, o sexo revela um carácter moderador na relação entre o consumo hedónico e
a utilização das plataformas, sendo que o sexo masculino aumenta a influência na relação
entre as variáveis acima descritas.
Foi assim possível perceber as variáveis influenciadoras, melhorando o
engagement por parte das empresas deste domínio, a somar ao entendimento do
consumidor digital destas aplicações.
Contemporary consumption is highly motivated by pleasure and desire. Thus, in contemporary societies, it is verified that online dating apps such as Tinder, Happn, Badoo, Grindr, and the traditional social networking sites, such as Facebook and Instagram, are certainly alternative ways to facilitate meeting potential romantic partners and achieve the ultimate goal in people’s love lives: the special one. Using a hypotheses confirmation study, it is intended that the analysis will gather information on whether online dating is positively correlated to hedonic consumption, and if gender and age somewhat affect the relationship between the first two variables. This study was conducted using a quantitative approach among 153 participants. Variable measurement was achieved by using the hedonic/utilitarian consumption scale developed by Kim (2006), which was adapted to Portuguese context by Cardoso e Pinto (2010a). The hypothesis that was based on the fact that hedonic consumption had influence on the usage of online dating platforms was partially confirmed, as well as the fact that sex has a moderation effect on the relationship between those two variables. When individuals are motivated by the experience, by reward, are sensitive to cost-benefit relation and are more accepting of new technologies, they are more likely to use these platforms. Age has no moderation effect on the variables mentioned. On the other hand, sex moderates the relationship between hedonic consumption and online dating usage, which means being male fosters the relationship between the variables mentioned above. This study allowed a deeper understanding of the influencing variables, enhancing engagement on companies that work this field. Thus, it allowed a better understanding of the digital consumer that uses these platforms.
Contemporary consumption is highly motivated by pleasure and desire. Thus, in contemporary societies, it is verified that online dating apps such as Tinder, Happn, Badoo, Grindr, and the traditional social networking sites, such as Facebook and Instagram, are certainly alternative ways to facilitate meeting potential romantic partners and achieve the ultimate goal in people’s love lives: the special one. Using a hypotheses confirmation study, it is intended that the analysis will gather information on whether online dating is positively correlated to hedonic consumption, and if gender and age somewhat affect the relationship between the first two variables. This study was conducted using a quantitative approach among 153 participants. Variable measurement was achieved by using the hedonic/utilitarian consumption scale developed by Kim (2006), which was adapted to Portuguese context by Cardoso e Pinto (2010a). The hypothesis that was based on the fact that hedonic consumption had influence on the usage of online dating platforms was partially confirmed, as well as the fact that sex has a moderation effect on the relationship between those two variables. When individuals are motivated by the experience, by reward, are sensitive to cost-benefit relation and are more accepting of new technologies, they are more likely to use these platforms. Age has no moderation effect on the variables mentioned. On the other hand, sex moderates the relationship between hedonic consumption and online dating usage, which means being male fosters the relationship between the variables mentioned above. This study allowed a deeper understanding of the influencing variables, enhancing engagement on companies that work this field. Thus, it allowed a better understanding of the digital consumer that uses these platforms.
Description
Keywords
Consumo hedónico Comportamento do Consumidor Online Dating Digital