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Influência da informação das companhias aéreas low-cost nas páginas do facebook na compra online de viagens
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Resumo(s)
O Facebook tem vindo a crescer continuamente, com um aumento significativo no número de utilizadores, quer sejam empresas ou particulares. Tornou-se cada vez mais importante para as empresas estarem presentes neste meio para criarem uma ligação duradoura com os seus consumidores.
Os consumidores estão cada vez mais atentos ao que é publicado nas páginas das empresas no Facebook, em especial às experiências por parte de outros consumidores.
No setor da aviação, há uma aposta crescente no uso das redes sociais para divulgar ofertas e promoções, com o intuito de levar a uma maior compra de viagens. Os consumidores recorrem ao Facebook para pesquisar conteúdo partilhado por quem já fez a mesma viagem, visualizando comentários, fotografias, vídeos, entre outros.
A presente dissertação tem como objetivo perceber se a informação das companhias aéreas low-cost presente nas páginas do Facebook, tem influência na intenção de compra de viagens da mesma. Para tal, foi realizado um estudo através de um inquérito online, com o intuito de averiguar se os fatores utilidade, facilidade de uso, diversão, atitude, risco percecionado e uso do Facebook, têm impacto na intenção de compra online. Importa averiguar se esse impacto é positivo ou negativo, e qual a relação existente entre os mesmos fatores.
Concluiu-se que os fatores diversão e o uso do Facebook para pesquisa de informação não vão ter qualquer influência na compra online de viagens. Já o risco percecionado tem um impacto negativo na compra de viagens online.
The Facebook has been growing continuously, with a significant increase in the number of users, whether companies or individuals. It has become increasingly important for companies to be present in this environment and therefore to create a lasting connection with their consumers. Consumers are increasingly paying close attention to what is posted on Facebook business pages, especially to other consumer's experiences. Considering the aviation sector, there is an increasing focus on the use of social networks to promote offers and promotions, to lead to a greater purchase of travel. Consumers turn to Facebook to search content shared by those who have taken the same trip, viewing comments, photos, videos, and more. The purpose of this dissertation is to understand if the information present on Facebook pages of low-cost airlines has influence in the intention to purchase trips of those companies. For that, a study was carried out through an online survey, in order to find out which factors have an impact on the intention to buy online and whether this impact is positive or negative, and what is the relationship between those factors. It was concluded that the factors enjoyment and the use of Facebook for information search have no influence on the online purchase of travelling tickets. The factor risk has a negative impact on the purchase of online travel.
The Facebook has been growing continuously, with a significant increase in the number of users, whether companies or individuals. It has become increasingly important for companies to be present in this environment and therefore to create a lasting connection with their consumers. Consumers are increasingly paying close attention to what is posted on Facebook business pages, especially to other consumer's experiences. Considering the aviation sector, there is an increasing focus on the use of social networks to promote offers and promotions, to lead to a greater purchase of travel. Consumers turn to Facebook to search content shared by those who have taken the same trip, viewing comments, photos, videos, and more. The purpose of this dissertation is to understand if the information present on Facebook pages of low-cost airlines has influence in the intention to purchase trips of those companies. For that, a study was carried out through an online survey, in order to find out which factors have an impact on the intention to buy online and whether this impact is positive or negative, and what is the relationship between those factors. It was concluded that the factors enjoyment and the use of Facebook for information search have no influence on the online purchase of travelling tickets. The factor risk has a negative impact on the purchase of online travel.
Descrição
Mestrado em Marketing
Palavras-chave
social media redes sociais Facebook companhias aéreas low-cost social networks low-cost airline companies
Contexto Educativo
Citação
Lima, Marta Aguiar (2017). "Influência da informação das companhias aéreas low-cost nas páginas do facebook na compra online de viagens". Dissertação de Mestrado, Universidade de Lisboa. Instituto Superior de Economia e Gestão.
Editora
Instituto Superior de Economia e Gestão