Electronic word-of-mouth e a sua influência na intenção de compra dos utilizadores do Facebook
Main Article Content
Resumo
Os websites de social media são principalmente impulsionados por conteúdos gerados pelos indivíduos e a sua popularidade exponenciou a capacidade de influência das comunicações interpessoais sobre produtos ou serviços no comportamento dos consumidores entre redes sociais online. Este estudo examinou os determinantes do Electronic Word-of-Mouth (eWOM) transmitido pela lista de contactos no Facebook que influenciam a intenção de compra dos consumidores. O modelo testado é adaptado do modelo Information Acceptance (IACM) de Erkan e Evans (2016). Os objetivos de pesquisa consistem na investigação de características da informação (qualidade e credibilidade de informação), do recetor (atitude em relação à informação e necessidades de informação) e do emissor (credibilidade da fonte) que exercem maior impacto na influência do eWOM no comportamento do consumidor. A utilidade da informação foi considerada como antecedente chave das respostas de comportamento (adoção da informação e intenção de compra). Dados recolhidos através de um questionário online a 294 utilizadores do Facebook residentes em Portugal foram analisados através da técnica de modelação de equações estruturais baseada no método de mínimos quadrados parciais (PLS-SEM). As características do recetor demonstraram ter o maior nível de influência na intenção de compra. A qualidade da informação não demonstrou efeito sobre a intenção de compra. Adicionalmente, a credibilidade da informação apresentou um efeito mediador total sobre a qualidade da informação e a credibilidade da fonte na perceção de utilidade de informação.
Downloads
Referências
Abbasi, M. A., & Liu, H. (2013). Measuring user credibility in social media. In A. M. Greenberg, W. G. Kennedy, & N. D. Bos (Eds.), Social Computing, Behavioral-Cultural Modeling and Prediction. Lecture Notes in Computer Science (Vol. LNCS 7812, pp. 441–448). Heidelberg: Springer-Verlag. http://doi.org/10.1007/978-3-642-37210-0_48
Alhidari, A., & Paswan, A. (2015). Personal level antecedents of eWOM and purchase intention, on social networking sites. Journal of Customer Behaviour, 14(2), 107–125. http://doi.org/10.1362/147539215X14373846805707
Awad, N. F., & Ragowsky, A. (2008). Establishing Trust in Electronic Commerce Through Online Word of Mouth: An Examination Across Genders. Journal of Management Information Systems, 24(4), 101–121. http://doi.org/10.2753/MIS0742-1222240404
Balaji, M. S., Wei, K. K., & Chong, A. Y. L. (2016). Determinants of negative word-of-mouth communication using social networking sites. Information & Management, 53(4), 528–540. http://doi.org/10.1016/j.im.2015.12.002
Brown, J., Broderick, A. J., & Lee, N. (2007). Word of mouth communication within online communities: Conceptualizing the online social network. Journal of Interactive Marketing, 21(3), 2–20. http://doi.org/10.1002/dir.20082
Caers, R., De Feyter, T., De Couck, M., Stough, T., Vigna, C., & Du Bois, C. (2013). Facebook: A literature review. New Media & Society, 15(6), 982–1002. http://doi.org/10.1177/1461444813488061
Chang, H. H., & Wu, L. H. (2014). An examination of negative e-WOM adoption: Brand commitment as a moderator. Decision Support Systems, 59(1), 206–218. http://doi.org/10.1016/j.dss.2013.11.008
Chen, Y. L., Tang, K., Wu, C. C., & Jheng, R. Y. (2014). Predicting the influence of users’ posted information for eWOM advertising in social networks. Electronic Commerce Research and Applications, 13(6), 431–439. http://doi.org/10.1016/j.elerap.2014.10.001
Cheung, C., Lee, M. K. O., & Rabjohn, N. (2008). The impact of electronic word-of-mouth. Internet Research, 18(3), 229–247. http://doi.org/http://dx.doi.org/10.1108/10662240810883290
Cheung, M. Y., Luo, C., Sia, C. L., & Chen, H. (2009). Credibility of Electronic Word-of-Mouth: Informational and Normative Determinants of On-line Consumer Recommendations. International Journal of Electronic Commerce, 13(4), 9–38. http://doi.org/10.2753/JEC1086-4415130402
Cheung, & Thadani, D. (2012). The impact of electronic word-of-mouth communication: A literature analysis and integrative model. Decision Support Systems, 54(1), 461–470. http://doi.org/10.1016/j.dss.2012.06.008
Chin, W. W. (2010). How to Write Up and Report PLS Analyses. In V. E. Vinzi, W. W. Chin, J. Henseler, & H. Wang (Eds.), Handbook of Partial Least Squares: Concepts, Methods and Applications (Springer H, pp. 171–193). Springer. http://doi.org/10.1007/978-3-540-32827-8
Chu, S.-C., & Choi, S. (2011). Electronic Word-of-Mouth in Social Networking Sites: A Cross-Cultural Study of the United States and China. Journal of Global Marketing, 24(3), 263–281. http://doi.org/10.1080/08911762.2011.592461
Chu, S.-C., & Kim, Y. (2011). Determinants of consumer engagement in electronic Word-Of-Mouth (eWOM) in social networking sites. International Journal of Advertising, 30(1), 47–75. http://doi.org/10.2501/IJA-30-1-047-075
Davis, F. D., Bagozzi, R., & Warshaw, P. (1989). User Acceptance Of Computer Technology: A Comparison Of Two Theoretical Models. Management Science, 35(8), 982–1003., 35(8), 982–1003. http://doi.org/10.2307/2632151
Davis, F. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Quarterly, 13(3), 319–340. http://doi.org/10.1016/S0305-0483(98)00028-0
Doh, S., & Hwang, J. (2009). How consumers evaluate eWOM (electronic word-of-mouth) messages. CyberPsychology & Behavior, 12(2), 193–197. http://doi.org/10.1089/cpb.2008.0109
Elwalda, A., Lü, K., & Ali, M. (2016). Perceived derived attributes of online customer reviews. Computers in Human Behavior, 56, 306–319. http://doi.org/10.1016/j.chb.2015.11.051
Erkan, I., & Evans, C. (2016). The influence of eWOM in social media on consumers’ purchase intentions: An extended approach to information adoption. Computers in Human Behavior, 61(July), 47–55. http://doi.org/10.1016/j.chb.2016.03.003
Facebook. (2016a). Building a better news feed for you. Retrieved from https://newsroom.fb.com/news/2016/06/building-a-better-news-feed-for-you/
Facebook. (2016b). News feed FYI: Helping make sure you don’t miss stories from friends. Retrieved from https://newsroom.fb.com/news/2016/06/news-feed-fyi-helping-make-sure-you-dont-miss-stories-from-friends/
Facebook. (2017). Facebook Stats. Retrieved from https://newsroom.fb.com/company-info/
Fan, Y.-W., & Miao, Y.-F. (2012). Effect of Word-of-Mouth on Consumer Purchase Intention: The Perspective of Gender Differences. International Journal of Electronic Business Management, 10(3), 175–181. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&db=bth&AN=83524833&site=ehost-live
Fan, Y.-W., Miao, Y.-F., Fang, Y.-H., & Lin, R.-Y. (2013). Establishing the Adoption of Electronic Word-of-Mouth through Consumers’ Perceived Credibility. International Business Research, 6(3), 58–65. http://doi.org/10.5539/ibr.v6n3p58
Fang, Y.-H. (2014). Beyond the Credibility of Electronic Word of Mouth: Exploring eWOM Adoption on Social Networking Sites from Affective and Curiosity Perspectives. International Journal of Electronic Commerce, 18(3), 67–102. http://doi.org/10.2753/JEC1086-4415180303
Fishbein, M., & Ajzen, I. (1975). Belief, Attitude, Intention and Behavior: An Introduction to Theory and Research. Reading, MA: Addison Wesley. Retrieved from http://people.umass.edu/aizen/f%26a1975.html
Goldsmith, R. E. (2006). Electronic Word-of-Mouth. In M. Khosrow-Pour (Ed.), Encyclopedia of E-Commerce, E-Government and Mobile Commerce (pp. 408–412). PA: IGI Publishing Hershey.
Hair, J. F. J., Hult, G. T. M., Ringle, C., & Sarstedt, M. (2014). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM). Sage Publications. http://doi.org/10.1016/j.lrp.2013.01.002
Hennig-Thurau, T., Gwinner, K. P., Walsh, G., & Gremler, D. D. (2004). Electronic word-of-mouth via consumer-opinion platforms: What motivates consumers to articulate themselves on the Internet? Journal of Interactive Marketing, 18(1), 38–52. http://doi.org/10.1002/dir.10073
Hennig-Thurau, T., Malthouse, E. C., Friege, C., Gensler, S., Lobschat, L., Rangaswamy, A., & Skiera, B. (2010). The Impact of New Media on Customer Relationships. Journal of Service Research, 13(3), 311–330. http://doi.org/10.1177/1094670510375460
Henseler, J., Ringle, C. M., & Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the Academy of Marketing Science, 43(1), 115–135. http://doi.org/10.1007/s11747-014-0403-8
Kim, A. J., & Johnson, K. K. P. (2016). Power of consumers using social media: Examining the influences of brand-related user-generated content on Facebook. Computers in Human Behavior, 58, 98–108. http://doi.org/10.1016/j.chb.2015.12.047
King, R. A., Racherla, P., & Bush, V. D. (2014). What we know and don’t know about online word-of-mouth: A review and synthesis of the literature. Journal of Interactive Marketing, 28(3), 167–183. http://doi.org/10.1016/j.intmar.2014.02.001
Knoll, J. (2016). Advertising in social media: A review of empirical evidence. International Journal of Advertising, 35(2), 266–300. http://doi.org/10.1080/02650487.2015.1021898
Kozinets, R. V, de Valck, K., Wojnicki, A. C., & Wilner, S. J. S. (2010). Networked narratives: Understanding word-of-mouth marketing in online communities. Journal of Marketing, 74(2), 71–89. http://doi.org/10.1509/jmkg.74.2.71
Ladhari, R., & Michaud, M. (2015). eWOM effects on hotel booking intentions, attitudes, trust, and website perceptions. International Journal of Hospitality Management, 46, 36–45. http://doi.org/10.1016/j.ijhm.2015.01.010
Lee, E. J., & Shin, S. Y. (2014). When do consumers buy online product reviews? Effects of review quality, product type, and reviewer’s photo. Computers in Human Behavior, 31(1), 356–366. http://doi.org/10.1016/j.chb.2013.10.050
Liu, R. R., & Zhang, W. (2010). Informational influence of online customer feedback: An empirical study. Journal of Database Marketing & Customer Strategy Management, 17(2), 120–131. http://doi.org/10.1057/dbm.2010.11
Luo, C., Luo, X., Schatzberg, L., & Sia, C. L. (2013). Impact of informational factors on online recommendation credibility: The moderating role of source credibility. Decision Support Systems, 56, 92–102. http://doi.org/10.1016/j.dss.2013.05.005
Macdonald, J. (2012). Privacy, professionalism, and social media in medicine. In B. A. Boateng & E. W. Black (Eds.), Social media in medicine: The impact of online social networks in contemporary medicine (pp. 19–44). Stillwater, OK: New Forums Press.
Metzger, M. (2007). Making Sense of Credibility on the Web: Models for Evaluating Online Information and Recommendations for Future Research. Journal of the American Society for Information Science and Technology, 58(13), 2078–2091. http://doi.org/10.1002/asi
Obar, J., & Wildman, S. (2015). Social media definition and the governance challenge: An introduction to the special issue. Telecommunications Policy, 39(9), 745–750. http://doi.org/10.1007/s10551-015-2769-z.For
Park, D. H., & Kim, S. (2008). The effects of consumer knowledge on message processing of electronic word-of-mouth via online consumer reviews. Electronic Commerce Research and Applications, 7(4), 399–410. http://doi.org/10.1016/j.elerap.2007.12.001
Park, D. H., Lee, J., & Han, I. (2007). The Effect of On-Line Consumer Reviews on Consumer Purchasing Intention: The Moderating Role of Involvement. International Journal of Electronic Commerce, 11(4), 125–148. http://doi.org/10.2753/JEC1086-4415110405
Petty, R., & Cacioppo, J. (1986). Communication and Persuasion: Central and Peripheral Routes to Attitude Change. Springer-Verlag, New York.
Prendergast, G., Ko, D., & Yuen, S. Y. V. (2010). Online word of mouth and consumer purchase intentions. International Journal of Advertising, 29(5), 687–708. http://doi.org/10.2501/S0265048710201427
PricewaterhouseCoopers. (2017). Total Retail Survey 2017: 10 Retailer Investments for an Uncertain Future. Retrieved from https://www.pwc.com/gx/en/industries/assets/total-retail-2017.pdf
Riegner, C. (2007). Word of Mouth on the Web: The Impact of Web 2 . 0 on Consumer Purchase Decisions. Journal of Advertising Research, December, 436–447. http://doi.org/10,2501/S0021849907070456
Rodgers, S., & Wang, Y. (2011). Electronic Word of Mouth and Consumer Generated Content: From Concept to Application. In M. S. Eastin & N. M. Burns (Eds.), Handbook of Research on Digital Media and Advertising: User Generated Content Consumption (pp. 212–231). Information Science Reference. http://doi.org/10.4018/978-1-60566-792-8
Savolainen, R. (2011). Judging the Quality and Credibility of Information in Internet Discussion Forums. Journal of the Association for Information Science and Technology, 62(7), 1243–1256. http://doi.org/10.1002/asi
Sheppard, B. H., Hartwick, J., & Warshaw, P. R. (1988). The Theory of Reasoned Action : A Meta-Analysis of Past Research with Recommendations for Modifications and Future Research. Journal of Consumer Research, 15(3), 325–343.
Shu, M., & Scott, N. (2014). Influence of Social Media on Chinese Students’ Choice of an Overseas Study Destination: An Information Adoption Model Perspective. Journal of Travel & Tourism Marketing, 31(2), 286–302. http://doi.org/10.1080/10548408.2014.873318
Sussman, S. W., & Siegal, W. S. (2003). Informational Influence in Organizations: An Integrated Approach to Knowledge Adoption. Information Systems Research, 14(1), 47–65. http://doi.org/10.1287/isre.14.1.47.14767
Svensson, A. E. C. (2011). FACEBOOK – the Social Newspaper that Never Sleeps. University of Gothenberg.
Teng, S., Khong, K. W., Goh, W. W., & Chong, A. L. (2014). Examining the antecedents of persuasive eWOM messages in social media. Online Information Review, 38(3), 746–768. http://doi.org/10.1108/OIR-04-2014-0089
Tsao, W. C., & Hsieh, M. T. (2015). eWOM persuasiveness: do eWOM platforms and product type matter? Electronic Commerce Research, 15(4), 509–541. http://doi.org/10.1007/s10660-015-9198-z
Wang, X., Yu, C., & Wei, Y. (2012). Social Media Peer Communication and Impacts on Purchase Intentions: A Consumer Socialization Framework. Journal of Interactive Marketing, 26(4), 198–208. http://doi.org/10.1016/j.intmar.2011.11.004
Wathen, C. N., & Burkell, J. (2002). Believe it or not: Factors influencing credibility on the Web. Journal of the Association for Information Science and Technology, 53(2), 134–144. http://doi.org/10.1002/asi.10016
Wei, P. S., & Lu, H. P. (2013). An examination of the celebrity endorsements and online customer reviews influence female consumers’ shopping behavior. Computers in Human Behavior, 29(1), 193–201. http://doi.org/10.1016/j.chb.2012.08.005
Wolny, J., & Mueller, C. (2013). Analysis of fashion consumers’ motives to engage in electronic word of mouth communication through social media platforms. Journal of Marketing Management, 29(5–6), 562–583. http://doi.org/10.1080/0267257X.2013.778324
Yan, Q., Wu, S., Wang, L., Wu, P., Chen, H., & Wei, G. (2016). E-WOM from e-commerce websites and social media: Which will consumers adopt? Electronic Commerce Research and Applications, 17, 62–73. http://doi.org/10.1016/j.elerap.2016.03.004
Zhang;, W., & Watts, S. (2008). Capitalizing on Content : Information Adoption in Two Online communities. Journal of the Association for Information Systems, 9(2), 73–94. http://doi.org/Article
Zhang, K. Z. K., Zhao, S. J., Cheung, C., & Lee, M. K. O. (2014). Examining the influence of online reviews on consumers’ decision-making: A heuristic-systematic model. Decision Support Systems, 67(November), 78–89. http://doi.org/10.1016/j.dss.2014.08.005
Zhao, X., Lynch Jr., J. G., & Chen, Q. (2010). Reconsidering Baron and Kenny: Myths and Truths about Mediation Analysis. Journal of Consumer Research, 37(2), 197–206. http://doi.org/10.1086/651257
Zhu, D. H., Chang, Y. P., & Luo, J. J. (2016). Understanding the influence of C2C communication on purchase decision in online communities from a perspective of information adoption model. Telematics and Informatics, 33(1), 8–16. http://doi.org/10.1016/j.tele.2015.06.001