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Advisor(s)
Abstract(s)
A evolução da internet exponenciou, como demonstrado por vários estudos, a capacidade de influência das comunicações interpessoais sobre produtos ou serviços na intenção de compra dos consumidores. Entre outras plataformas, os websites de redes sociais apresentam-se como possíveis meios ideais para o eWOM, nomeadamente devido à popularidade destes e ausência de anonimato dos utilizadores. Para estudo e compreensão desta realidade, nesta investigação trata-se em particular do website de rede social mais popular, o Facebook. É feita uma análise ao nível individual com o objetivo de identificar os determinantes do eWOM transmitido pela lista de contactos no Facebook que influenciam a intenção de compra dos consumidores portugueses. Foi aplicado o Information Acceptance Model (IACM), que consiste em características da informação e o comportamento do consumidor em relação à informação, tendo este sido estendido para incluir características do emissor. A informação recolhida através de um questionário online a 294 usuários do Facebook foi analisada com recurso à técnica de modelação de equações estruturais baseada no método dos mínimos quadrados parciais (PLS-SEM). Os resultados revelam que o comportamento do consumidor em relação à informação (necessidades de informação e atitude em relação à informação) tem maior influência na intenção de compra comparativamente às características da informação e da fonte. A qualidade da informação não demonstra efeito sobre a intenção de compra. Adicionalmente, a credibilidade da informação medeia totalmente o efeito da qualidade de informação e credibilidade da fonte na perceção de utilidade da mesma.
The internet’s evolution has exponentiated, as demonstrated in various studies, the capacity of information shared via eWOM to influence consumers’ purchase intention. Among other platforms, social networking websites present themselves as possible ideal means for eWOM, namely due to their popularity and absence of anonymity among users. For the study and understanding of this reality, this investigation addresses in particular the most popular social networking website, Facebook. An analysis is done at the individual level so as to identify the determinants of eWOM transmitted by the contact list on Facebook that influence Portuguese consumers’ purchase intention. The Information Acceptance Model (IACM), which consists of characteristics of information and consumers’ behavior towards information, was applied and extended in order to include the sender’s characteristics. The information from 294 Facebook users through an online questionnaire was analyzed through the partial least squares structural equation modelling (PLS-SEM) technique. The results show that consumers’ behavior towards information (needs of information and attitude towards information) has a greater influence on purchase intention compared to the characteristics of the information and the source. Quality of information showed no effect on purchase intention. Additionally, the credibility of information totally mediates the effect of quality of information and source credibility on the perception of information usefulness.
The internet’s evolution has exponentiated, as demonstrated in various studies, the capacity of information shared via eWOM to influence consumers’ purchase intention. Among other platforms, social networking websites present themselves as possible ideal means for eWOM, namely due to their popularity and absence of anonymity among users. For the study and understanding of this reality, this investigation addresses in particular the most popular social networking website, Facebook. An analysis is done at the individual level so as to identify the determinants of eWOM transmitted by the contact list on Facebook that influence Portuguese consumers’ purchase intention. The Information Acceptance Model (IACM), which consists of characteristics of information and consumers’ behavior towards information, was applied and extended in order to include the sender’s characteristics. The information from 294 Facebook users through an online questionnaire was analyzed through the partial least squares structural equation modelling (PLS-SEM) technique. The results show that consumers’ behavior towards information (needs of information and attitude towards information) has a greater influence on purchase intention compared to the characteristics of the information and the source. Quality of information showed no effect on purchase intention. Additionally, the credibility of information totally mediates the effect of quality of information and source credibility on the perception of information usefulness.
Description
Keywords
eWOM Tomada de decisão Intenção de compra Facebook Modelação de equações estruturais (SEM) Mínimos quadrados parciais (PLS) Decision making Purchase intention Structural equation modeling (SEM) Partial least squares (PLS)