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Publication
The role of user-generated content on consumers’ decision-making process regarding pet-related purchases
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Advisor(s)
Abstract(s)
Este estudo teve como objetivo explorar a complexa relação entre o conteúdo gerado pelo utilizador (UGC) e o processo de tomada de decisão dos consumidores no que diz respeito a compras relacionadas com animais de estimação, procurando responder à pergunta de investigação: “De que forma o conteúdo gerado pelo utilizador afecta o processo de tomada de decisão dos consumidores relativamente a compras para animais de estimação?”.
Para tal, foi adotada uma abordagem de investigação qualitativa, recorrendo a entrevistas semiestruturadas com vinte portugueses, donos de animais de estimação, de modo a obter perceções detalhadas sobre as suas experiências e processos de decisão. Os resultados revelam que, embora o UGC esteja presente e seja considerado potencialmente valioso, a sua influência nas decisões de compra dos participantes é, muitas vezes, limitada ou indireta. As decisões são frequentemente baseadas em conhecimentos prévios, experiências passadas, nas necessidades e preferências específicas do animal, ou em fontes offline de confiança, como veterinários, funcionários de lojas de animais, ou amigos e familiares próximos. O forte vínculo emocional e o desejo de proporcionar o melhor ao seu animal específico funcionam como um filtro através do qual a informação externa, incluindo o UGC, é processada, sendo os conteúdos avaliados com base na sua adequação às
necessidades individuais, saúde e preferências do animal antes de influenciarem de forma significativa a decisão. Adicionalmente, foi identificado um “sentido de dever” como um possível fator motivador para compras relacionadas com animais de estimação entre os participantes, incentivando os tutores a investir em produtos e serviços mesmo na ausência de uma ligação emocional profunda, uma nuance que não foi explicitamente explorada na literatura revista.
This study set out to explore the complex relationship between User-Generated Content (UGC) and consumers’ decision-making process regarding pet-related purchases, particularly aiming to answer the research question: “How does User-Generated Content influence consumers’ decision-making process regarding pet-related purchases?”. To this end, a qualitative research approach utilising semi-structured interviews with twenty Portuguese pet owners was employed to gain nuanced insights into their experiences and decision-making processes. The findings reveal that while UGC is present and viewed as potentially valuable, its overall influence on participants' purchasing decisions is often limited or indirect. Decisions are frequently based on established knowledge, past experiences, the pet's specific needs and preferences, or trusted offline sources such as veterinarians, pet store staff, or known friends and family. The strong emotional bond and the desire to provide the best for their specific pet make owners critically evaluate external information, such as UGC, by assessing whether the content aligns with their pet's individual needs, health, and preferences before being significantly swayed. Additionally, a “sense of duty” was identified as a potential driver for pet-related purchases among participants, motivating owners to invest in products and services even in the absence of a deep emotional connection, a nuance not explicitly explored in the reviewed literature.
This study set out to explore the complex relationship between User-Generated Content (UGC) and consumers’ decision-making process regarding pet-related purchases, particularly aiming to answer the research question: “How does User-Generated Content influence consumers’ decision-making process regarding pet-related purchases?”. To this end, a qualitative research approach utilising semi-structured interviews with twenty Portuguese pet owners was employed to gain nuanced insights into their experiences and decision-making processes. The findings reveal that while UGC is present and viewed as potentially valuable, its overall influence on participants' purchasing decisions is often limited or indirect. Decisions are frequently based on established knowledge, past experiences, the pet's specific needs and preferences, or trusted offline sources such as veterinarians, pet store staff, or known friends and family. The strong emotional bond and the desire to provide the best for their specific pet make owners critically evaluate external information, such as UGC, by assessing whether the content aligns with their pet's individual needs, health, and preferences before being significantly swayed. Additionally, a “sense of duty” was identified as a potential driver for pet-related purchases among participants, motivating owners to invest in products and services even in the absence of a deep emotional connection, a nuance not explicitly explored in the reviewed literature.
Description
Keywords
UGC Pet-related purchases Consumer decision-making Pet-human bond