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.
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