The growing concern with issues related to the promotion of social responsibility principles is directly related to corporate image. As they are privileged training spaces, higher education institutions are environments in which everyday actions allow the incorporation of responsible practices that naturally develop a new social, moral, and ethical actions. In this sense, the present study aims to understand the type of influence that social responsibility exerts on the corporate image of higher education institutions. For that, quantitative research was carried out, using a structured questionnaire. Data processing occurred through the statistical structural equation modeling (SEM) technique, based on the covariance matrix (CM). The research findings offer relevant reflections for decision makers at higher education institutions, in the search for the improvement of methods that enlarge a good perception of the corporate image and aspects of social responsibility, contributing to create or strengthen these constructs that become differentials competitive in the sector, in addition to promoting social well-being.
O presente trabalho tem o propósito de analisar os fatores que influenciam a intenção de uso de Comentários de Viagens Online (CVO) na escolha de um meio de hospedagem. Para tal, foi realizada uma survey com amostra de conveniência constituída por 232 respondentes nas cidades do Rio de Janeiro e de Cabo Frio. Como instrumento de coleta de dados foi utilizado questionário estruturado, com respostas em escala Likert. O modelo conceitual de pesquisa é baseado no Modelo de Aceitação Tecnológica (TAM) e na Teoria Motivacional. Os resultados foram analisados utilizando Modelagem de Equações Estruturais (MEE) com base em mínimos quadrados parciais (MQP), ferramenta estatística para tratamento dos dados. Os resultados confirmaram que a intenção do usuário de usar CVO sofre impacto estatisticamente significativo da utilidade percebida, da facilidade percebida, atitude percebida e do prazer percebida.
scite is a Brooklyn-based organization that helps researchers better discover and understand research articles through Smart Citations–citations that display the context of the citation and describe whether the article provides supporting or contrasting evidence. scite is used by students and researchers from around the world and is funded in part by the National Science Foundation and the National Institute on Drug Abuse of the National Institutes of Health.