Purpose -The objective of this study is to investigate how consumers are influenced in their intention to buy after having access -within social media -to persuasive messages sent out by digital opinion leaders.Design/methodology/approach -Data collection carried out via survey and data analysis carried out with the use of structural equation modeling.Findings -Digital opinion leaders capable of generating persuasive messages can change the attitudes of followers and make them accept the information provided, influencing their intention to buy evaluated products.Originality/value -The results show that it was possible to verify the direct and positive relationship between the persuasiveness of a message and the acceptance of the information contained in this message, while also indicating a significant relationship between the persuasiveness of the message and attitude change in relation to the purchase of goods evaluated by it. This highlights the relevance of these digital opinion leaders to the definition of marketing strategies by companies.
O objetivo deste estudo é avaliar como a satisfação, o custo de mudança, a atratividade das alternativas e a confiança afetam a formação da lealdade do cliente no seguro de automóvel. Para verificar as relações sugeridas no modelo conceitual proposto, foi conduzida uma survey online com indivíduos que contrataram uma apólice de seguros de automóvel durante o prazo máximo de dois anos anteriores ao momento da pesquisa. Os dados levantados foram analisados por meio de equações estruturais e os resultados obtidos sugerem que satisfação afeta positivamente a confiança e a lealdade do consumidor no mercado de seguro de automóvel.
The aim of this study is to propose a model to evaluate consumers’ intention of adopting a new type customer service technology, self-service customer services (SSCS), analyzing the effects that consumers’ cognitive and affective perceptions about technology along with their communication with peers in social media have on their intention to adopt services of this nature. An online questionnaire was made available over the Internet to a base of 830,000 customers of a large mobile telecom carrier, with 5,262 valid questionnaires being obtained in response. Through structural equation modeling, the assumptions of the model were tested and the results show evidence of the influence of cognitive, emotional and social aspects on the consumer intention to adopt self-service customer service technologies.
Esta pesquisa tem como objetivo investigar as percepções do consumidor ao avaliar a tecnologia de internet móvel, identificando os fatores que promovem a adoção deste serviço. É utilizada uma extensão do Modelo de Aceitação de Tecnologia (DAVIS, 1989), incorporando outros antecedentes que a literatura indica como relevantes para a avaliação do consumidor de serviços de internet móvel (como experiência com a internet, qualidade de conteúdo percebida, diversão percebida, qualidade do sistema percebida e nível de preço percebido). O teste das hipóteses foi feito utilizando equações estruturais com uma amostra de 305 consumidores. Os resultados destacam o papel da atitude como mediadora na explicação da intenção de uso da internet móvel. Além disso, a atitude foi notadamente mais influenciada pela utilidade percebida do que pela diversão percebida ou facilidade de uso percebida, com o nível de preço percebido não apresentando nenhum efeito significativo. This study aims to investigate consumers' perceptions regarding the adoption of mobile internet, identifying factors that might affect the use of this service. To evaluate this, an extension of the Technology Acceptance Model (DAVIS, 1989) is used, incorporating other antecedents that the literature indicates as relevant in the consumer
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