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Publication
Viral Agenda: o impacto das características do website na confiança e satisfação dos Millennials
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 2.75 MB | Adobe PDF |
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Abstract(s)
Neste mundo cada vez mais digital, torna-se imperativo as empresas focarem-se nas necessidades e expectativas dos seus utilizadores, principalmente na exigente geração Millennial. Desta forma, esta dissertação irá, através de um exemplo prático com o website da Viral Agenda, procurar obter respostas neste sentido. O grande foco passa por compreender o impacto das características, “conteúdo de informação”, “usabilidade” e “acessibilidade”, na “confiança” e “satisfação” dos utilizadores Millennial no website da Viral Agenda.
Recorrendo ao método de análise do software do PLS (Partial Least Square), bem como à adaptação do modelo de estudo de Yoon (2002) e da modelação SEM, analisou-se a relação entre as diferentes variáveis e foram testadas 7 hipóteses sobre as suas relações, através da ferramenta Bootstrap.
Os resultados são de alguma forma, coerentes com o descrito na revisão de literatura, no entanto, algumas variáveis, não confirmaram o seu impacto final na relação com a “confiança” e “satisfação”.
Uma das grandes limitações desta investigação foi a dimensão da amostra, que representou uma pequena percentagem dos utilizadores do website da Viral Agenda. Por fim, sugere-se que estudos futuros realizem as necessárias adaptações ao modelo utilizado, bem como a utilização de uma amostra maior e mais representativa do universo em estudo.
Nowadays we’re experience a new digital world, in which it becomes imperative for companies to focus on the needs and expectations of their users, especially when considering the demanding Millennial generation. Given this, this study aims to find answers on this matter, through the practical example of Viral Agenda’s website. Our main focus is to understand the impact of some features, such as usability, accessibility and informational content on the satisfaction and trust of these users regarding the website. We analyzed the relationships between the different variables by using PLS (Partial Least Square) method and adapting Yoon’s (2002) model resorting to SEM (Structural Equation Modelling) modeling. We also tested 7 hypotheses with the help of the Bootstrap tool from the PLS software. The findings are consistent with the exposed by the literature, however, the results didn’t confirm the expected impact of some variables in the satisfaction and trust of the users regarding Viral Agenda’s website. One of the major limitations of this study was the size of the sample, which represented a very small percentage of Viral Agenda’s users. Finally, we present some indications for future researches like model adjustments, as well as the use of a larger and more representative sample.
Nowadays we’re experience a new digital world, in which it becomes imperative for companies to focus on the needs and expectations of their users, especially when considering the demanding Millennial generation. Given this, this study aims to find answers on this matter, through the practical example of Viral Agenda’s website. Our main focus is to understand the impact of some features, such as usability, accessibility and informational content on the satisfaction and trust of these users regarding the website. We analyzed the relationships between the different variables by using PLS (Partial Least Square) method and adapting Yoon’s (2002) model resorting to SEM (Structural Equation Modelling) modeling. We also tested 7 hypotheses with the help of the Bootstrap tool from the PLS software. The findings are consistent with the exposed by the literature, however, the results didn’t confirm the expected impact of some variables in the satisfaction and trust of the users regarding Viral Agenda’s website. One of the major limitations of this study was the size of the sample, which represented a very small percentage of Viral Agenda’s users. Finally, we present some indications for future researches like model adjustments, as well as the use of a larger and more representative sample.
Description
Keywords
Usabilidade Acessibilidade Conteúdo de Informação Confiança Satisfação Millennials PLS SEM