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Publication
O Papel dos Social Media na Satisfação com a Decisão de Compra de Smartphones
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Advisor(s)
Abstract(s)
Com a efervescência do digital, o processo de tomada de decisão do consumidor ganha, hoje,
novos contornos, passando a ser também mediado de forma electrónica. Os modelos
apresentados pela literatura têm revelado não se adequar à realidade actual, pautada por
fenómenos digitais com força suficiente para condicionar a forma como os consumidores
decidem e compram. Um desses fenómenos são os Social Media, que hoje ocupam um lugar
de destaque na vida dos internautas e permitem a partilha e a comunicação com os seus pares
e familiares. Assim, perante comportamentos como o ROPO (Research Online, Purchase
Offline), cada vez mais frequentes, os Social Media exercem influência sobre o
comportamento de compra e serão um potencial moderador da tomada de decisão. A presente
investigação pretende apurar se os Social Media são tidos em consideração e contribuem para
a satisfação com a tomada de decisão de compra do smartphone. Para tal, efectuou-se uma
pesquisa quantitativa, aplicando um inquérito a 498 indivíduos portugueses. Os resultados
mostraram que a maioria dos consumidores de smartphones não recorreu aos Social Media
para a sua tomada de decisão. Contudo, a investigação indicou que a procura de informação e
a avaliação de alternativas nos Social Media influenciam positivamente a satisfação com a
decisão de compra do smartphone. O consumidor de smartphones acumula vários papéis de
compra (decisor, comprador e utilizador) e preza, essencialmente, as fontes pessoais,
descurando, de alguma forma, as fontes públicas, as fontes comerciais e as fontes
experimentais.
Abstract With the digital hype, the consumer’s decision making process gains, nowadays, a new shape, being now also electronically measured. The models present in the literature have shown that they do not fit the current reality, guided by digital phenomena with enough strength to restrict the way consumers decide and purchase. One of these phenomena are the Social Media, which nowadays have a relevant place in the life of internet users and allow the sharing and communication with their peers and family members. Therefore, with behaviors such as ROPO (Research Online, Purchase Offline), increasingly more frequent, Social Media apply influence over the purchasing behavior and will be a potential moderator of the decision making. The current research aims to investigate if the Social Media are taken into consideration and contribute to the satisfaction with the purchase decision making of a smartphone. For that end, a quantitative research was made, applying a survey to 498 Portuguese individuals. The results show that the majority of smartphones’ consumers do not use the Social Media for their decision making. However, the investigation indicated that the search for information and evaluation of alternatives to Social Media have a positive influence on the satisfaction with the purchase decision of a smartphone. The smartphones’ consumer accumulates many purchase roles (decider, purchaser, and user) and gives priority, essentially, to personal sources, ignoring, somehow, public, commercial and experimental sources of information.
Abstract With the digital hype, the consumer’s decision making process gains, nowadays, a new shape, being now also electronically measured. The models present in the literature have shown that they do not fit the current reality, guided by digital phenomena with enough strength to restrict the way consumers decide and purchase. One of these phenomena are the Social Media, which nowadays have a relevant place in the life of internet users and allow the sharing and communication with their peers and family members. Therefore, with behaviors such as ROPO (Research Online, Purchase Offline), increasingly more frequent, Social Media apply influence over the purchasing behavior and will be a potential moderator of the decision making. The current research aims to investigate if the Social Media are taken into consideration and contribute to the satisfaction with the purchase decision making of a smartphone. For that end, a quantitative research was made, applying a survey to 498 Portuguese individuals. The results show that the majority of smartphones’ consumers do not use the Social Media for their decision making. However, the investigation indicated that the search for information and evaluation of alternatives to Social Media have a positive influence on the satisfaction with the purchase decision of a smartphone. The smartphones’ consumer accumulates many purchase roles (decider, purchaser, and user) and gives priority, essentially, to personal sources, ignoring, somehow, public, commercial and experimental sources of information.
Description
Keywords
Processo de tomada de decisão Satisfação com a decisão Social media Smartphones Comportamento do consumidor
Citation
Publisher
Universidade Europeia - Laureate International Universities