Objective: The present study aims to analyze the relationship between the Confidence, Electronic Mouth-to-Mouth (E-WOM) and Engagement with Consumer Decision Making constructs of individuals who follow Digital Influencers in the virtual context. Method: The study was developed from an exploratory quantitative approach using the Survey with 147 respondents, where the exploratory factor analysis (AFE) technique was used, followed by multivariate linear regression. Main Results: The results indicate that the Constructs Confidence and Engagement influence the Decision Making of consumption of followers of digital influencers, while Electronic Mouth-to-Mouth (E-WOM) was not significant in relation to the Decision Making of individuals who follow the digital influencers. Relevance / Originality: Although trust, engagement, and mouth-to-mouth are widely tested constructs in consumer behavior marketing, there is still no evidence of how these constructs are effectively perceived and related in the context of digital influencers. Therefore, we seek to contribute to the literature regarding the effects of these constructs on a specific digital marketing environment, significantly new that may have an effect on the decision making process of consumers. Theoretical / methodological contributions: The use of EFA as necessary to verify the existence of constructs in a new consumption generation environment and its association with the multivariate regression technique to determine the effects on consumers' decision making is highlighted.
Resumo: Devido à crescente preocupação com as questões ambientais, qualidade de vida e bem-estar, consumidores passaram a considerar a importância da aquisição de produtos ecologicamente corretos ou com características verdes integradas nas funções dos equipamentos. Esse cenário sugeriu a investigação da influência dos atributosAbstract: Due to the growing concerns about environmental issues, quality of life and well-being, consumers are considering the importance of obtaining eco-friendly products or devices with green functionality features. This scenario led to the investigation of the influence of green features on the intention to purchase of convergent products, with hedonic and utilitarian bases. We developed a quantitative experimental research, with application of online questionnaires at a University in the State of Pará, aiming to study the smartphones and their different usability. The results indicate increased intention of purchase of devices with "green" features on both a hedonic and a utilitarian basis. However, the addition of "green" features was more significant in the hedonic base, suggesting a utilitarian justification, reducing the guilty feeling inherent to the acquisition of hedonic products.
The introduction of new consumer technologies has renewed research focus on their acceptance. This paper’s goal is to empirically examine several antecedents of behavioural intentions towards a new grocery shopping innovation through an online survey of Brazilian consumers. Confirmatory factor analysis (CFA) and partial least squares (PLS) structural equation modelling are used to verify the proposed research model. The findings support consumers’ Shopping Motivation, Technology Orientation as significant antecedents of Behavioural Intentions mediated by the Perceptions of Technology. These antecedents are affected by the consumer’s gender and age. Technology Orientation also has a direct effect on Behavioural Intentions. The research expands our understanding of the antecedents of behavioural intentions and finds support for the mediating role of the Perceptions of Technology.
Esse trabalho contempla uma anlise do perodo anterior entrega do netbook, aos alunos de uma escola pblica em Belm-Pa. O objetivo verificar as expectativas de usabilidade dessa tecnologia pelos mesmos. A Tcnica escolhida proposta dessa pesquisa foi um survey, com coleta de dados online e anlise quantitativa, cujas variveis advm da literatura de marketing. Por fim, argui-se que estudantes predizem aceitar um equipamento tecnolgico, caso o mesmo possua tecnologia similar s conhecidas por eles, dentro de valores hednicos com justificativas utilitrias de uso.
PurposeThe aim of this research is to identify the characteristics that give rise to motivations to use social apps in light of behavioral concepts related to consumers’ desires and emotional values.Design/methodology/approachNetnography is used as the main methodology to analyze and categorize user profiles of online social networks. These profiles are presented through conceptual headlines, which highlight the main characteristics of each user group.FindingsThe results of the study show that many users have become dependent on the WhatsApp application, either for technological reasons or for social reasons related to fashion and status.Research limitations/implicationsFew consumers actually explained the ways they use mobile social networks in the context of the procedures and level of communication performed. However, the influence of social contexts in the consumer environment is changing perceived values focusing on prestige and status to technological elements that the majority of consumers use.Practical implicationsPractical implications are directly related to forming business connections in a less formal and more hedonic environment, improving market results while fostering user enjoyment. In addition, the ongoing updates to WhatsApp have brought new functionalities and improvements to previously weak features.Originality/valueAlthough other applications offer means by which to talk and send messages, WhatsApp continues to be (as of early 2021) the most used platform for conversation in Brazil. The sovereignty of WhatsApp is directly linked to its social value, which is related to the number of consumers who daily interact via the network.
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