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Publication
Efeito da Credibilidade dos Influenciadores na Intenção de Compra dos Consumidores
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Abstract(s)
No atual cenário, os influenciadores digitais desempenham um papel significativo na formação das decisões de compra dos consumidores. Adicionalmente são também fontes de informação de confiança para as suas audiências, tornando-os veículos eficazes de passa a palavra eletrónico (E-WOM).
Este estudo pretende avaliar se o papel dos influenciadores digitais é fundamental na formação de decisões de compra dos consumidores, e ainda se esta relação é moderada pelo passa palavra eletrónico (E-WOM) e pela qualidade percebida das marcas. Para tal foram inquiridos 111 indivíduos. Através da análise dos resultados, foram aceites as hipóteses que confirmam existir efeitos diretos entre as variáveis estudadas, comprovando que existe um efeito significativo da credibilidade dos influenciadores na intenção de compra, assim como existe um efeito direto da credibilidade dos influenciadores na qualidade percebida da marca e no E-WOM. No entanto, não foi confirmado que o E-WOM e a qualidade percebida da marca moderam a relação da credibilidade dos influenciadores digitais e da intenção de compra. Em suma, apesar de não haver confirmação de todas as hipóteses propostas, a rejeição de duas hipóteses serve de contributo para outros estudos futuros como base para exploração de outras relações que possam melhor justificar como aproveitar as relações das empresas com influenciadores digitais.
In the current landscape, digital influencers play a significant role in shaping consumers purchasing decisions. Additionally, they are also trusted sources of information for their audiences, making them effective electronic word-of-mouth (E-WOM) vehicles. This study aims to assess whether the role of digital influencers is critical in shaping consumers purchase decisions, and whether this relationship is moderated by E-WOM and perceived brand quality. To this end, 111 individuals were surveyed. Through the analysis of the results, the hypotheses confirming that there are direct effects between the variables studied were accepted, proving that there is a significant effect of digital influencer credibility on purchase intention, as well as a direct effect of digital influencer credibility on perceived brand quality and E-WOM. However, it was not confirmed that E-WOM and perceived brand quality moderate the relationship between digital influencers credibility and purchase intention. In sum, although there was no confirmation of all the proposed hypotheses, the rejection of two hypotheses serves as input for other future studies as a basis for exploring other relationships that can better justify how to leverage companies relationships with digital influencers.
In the current landscape, digital influencers play a significant role in shaping consumers purchasing decisions. Additionally, they are also trusted sources of information for their audiences, making them effective electronic word-of-mouth (E-WOM) vehicles. This study aims to assess whether the role of digital influencers is critical in shaping consumers purchase decisions, and whether this relationship is moderated by E-WOM and perceived brand quality. To this end, 111 individuals were surveyed. Through the analysis of the results, the hypotheses confirming that there are direct effects between the variables studied were accepted, proving that there is a significant effect of digital influencer credibility on purchase intention, as well as a direct effect of digital influencer credibility on perceived brand quality and E-WOM. However, it was not confirmed that E-WOM and perceived brand quality moderate the relationship between digital influencers credibility and purchase intention. In sum, although there was no confirmation of all the proposed hypotheses, the rejection of two hypotheses serves as input for other future studies as a basis for exploring other relationships that can better justify how to leverage companies relationships with digital influencers.
Description
Keywords
Influenciadores Digitais Credibilidade Intenção de compra Qualidade percebida Electronic word of mouth