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Publication
O papel dos estímulos de marketing na experiência e confiança do consumidor no comércio social: influência na recomendação de compra no retalho online
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 5.08 MB | Adobe PDF |
Advisor(s)
Abstract(s)
O comércio social tem vindo a redefinir os hábitos de consumo e comportamentos dos consumidores. O presente estudo explora a influência de estímulos de marketing – personalização, suporte informacional e E-WOM - na confiança e recomendação de compra do consumidor no comércio social. Foi adotada uma metodologia quantitativa, de natureza quase-experimental com dois grupos independentes, que envolveu a manipulação destes estímulos através de duas versões do questionário online. A amostra do estudo de 140 inquiridos é maioritariamente composta por jovens do género feminino, entre os 18 e 24 anos. Posteriormente, os dados foram analisados através do software estatístico SPSS. Uma das principais conclusões deste estudo foi de que a presença dos estímulos atenua o efeito da Experiência Cognitiva sobre a Confiança. Isto sugere que, perante essa presença, os consumidores tornam-se menos críticos a processar a informação. Pelo contrário, quando a informação é mais limitada, o consumidor tende a analisar o conteúdo com um pensamento mais crítico. Adicionalmente, os resultados confirmaram que a Experiência Cognitiva e a Confiança são as variáveis com maior impacto na Recomendação de Compra no comércio social.
Social commerce has been redefining consumer habits and behavior. The study explores the influence of marketing stimuli – personalization, informational support and E-WOM – on consumer trust and purchase recommendation in social commerce. A quantitative, quasi-experimental methodology was adopted with two independent groups that involved the manipulation of these stimuli through two versions of the online questionnaire. The study sample of 140 respondents is mainly made up of young women between the ages of 18 and 24. The data was then analyzed using SPSS statistical software. One of the main conclusions of this study was that the presence of stimuli attenuates the effect of Cognitive Experience on Trust. This suggests that, in the presence of stimuli, consumers become less critical when processing information. On the contrary, when the information is more limited, consumers tend to analyze the content with more critical thinking. In addition, the results confirmed that Cognitive Experience and Trust are the variables with the most impact on Purchase Recommendation in social commerce.
Social commerce has been redefining consumer habits and behavior. The study explores the influence of marketing stimuli – personalization, informational support and E-WOM – on consumer trust and purchase recommendation in social commerce. A quantitative, quasi-experimental methodology was adopted with two independent groups that involved the manipulation of these stimuli through two versions of the online questionnaire. The study sample of 140 respondents is mainly made up of young women between the ages of 18 and 24. The data was then analyzed using SPSS statistical software. One of the main conclusions of this study was that the presence of stimuli attenuates the effect of Cognitive Experience on Trust. This suggests that, in the presence of stimuli, consumers become less critical when processing information. On the contrary, when the information is more limited, consumers tend to analyze the content with more critical thinking. In addition, the results confirmed that Cognitive Experience and Trust are the variables with the most impact on Purchase Recommendation in social commerce.
Description
Keywords
Comércio social Consumidor Experiência online Confiança Recomendação de compra