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O Electronic Word-of-Mouth na customer journey da compra de livros
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Orientador(es)
Resumo(s)
Atualmente, com o crescimento do mundo digital, os consumidores começaram a
partilhar as suas experiências com produtos e serviços através de comentários online, o
que se tornou uma nova forma de Word-of-Mouth designada por electronic word-ofmouth (eWOM). Estudos indicam que esta forma de partilhar opiniões pode impactar as
decisões de compra e, consequentemente, a Customer Journey. Apesar deste tema ser
bastante estudado, os insights têm sido fragmentados em diferentes direções. Por
exemplo, no setor livreiro existe escassez de estudos que abordem o eWOM na Customer
Journey de forma holística e compreensiva. Assim, o presente estudo tem como objetivo
perceber qual o impacto das diferentes fases do eWOM (criação, exposição e avaliação)
nas várias etapas da Customer Journey (pré-compra, compra e pós-compra) da compra de
livros, propondo um modelo no qual se incluam as motivações e os elementos do eWOM
no setor livreiro.
O presente estudo é mono-método quantitativo, realizado num horizonte temporal
cross-sectorial. A amostra utilizada é não-probabilística por conveniência, sendo o
método de recolha de dados o questionário online. Neste, obteve-se um total de 442
respostas, cujos dados foram analisados no software IBM SPSS.
Da análise de dados verifica-se que apenas não existe procura de informação de
eWOM na fase da pós-compra. Em relação às motivações para criar, procurar e avaliar
eWOM, os consumidores não procuram informação tendo em consideração a perícia
percebida da fonte, nem a avaliam por serem suscetíveis de influência. Por fim, dos
elementos do eWOM é necessário destacar que, ao contrário da literatura existente, a
credibilidade não é influente no momento da compra.
Em termos académicos, este estudo amplia a literatura sobre o eWOM,
aprofundando compreensivamente a sua relação com a Customer Journey. A nível
prático, fornece informações que podem ajudar os marketers a encontrarem estratégias
nas quais utilizam o eWOM em seu benefício.
Currently, with the growth of the digital world, consumers have started to share their experiences with products and services through online reviews, which has become a new form of Word-of-Mouth called electronic word-of-mouth (eWOM). Studies indicate that this way of sharing opinions can impact purchasing decisions and, consequently, the Customer Journey. Despite this topic being extensively studied, insights have been fragmented in different directions. For example, in the book sector there is a lack of studies that approach eWOM in the Customer Journey in a holistic and comprehensive way. Thus, the present study aims to understand the impact of the different phases of eWOM (creation, exposure and evaluation) on the various stages of the Customer Journey (pre-purchase, purchase and post-purchase) of a book purchase, proposing a model in which the motivations and elements of eWOM in the book sector are included. The present study is quantitative mono-method, carried out in a cross-sectoral time horizon. The sample used is a non-probabilistic, convenience sample and the data collection method is the online questionnaire. A total of 442 responses were obtained, whose data were analyzed using the IBM SPSS software. From the data analysis, it appears that there is just no demand for eWOM information in the post-purchase phase. Regarding the motivations to create, search, and evaluate eWOM, consumers do not seek information considering the perceived expertise of the source, nor do they evaluate it because they are susceptible to influence. Finally, from the eWOM elements it is necessary to highlight that, contrary to the existing literature, credibility is not influential at the time of purchase. In academic terms, this study expands the literature on eWOM, comprehensively deepening its relationship with the Customer Journey. On a practical level, it provides information that can help marketers find strategies in which they use eWOM to their advantage.
Currently, with the growth of the digital world, consumers have started to share their experiences with products and services through online reviews, which has become a new form of Word-of-Mouth called electronic word-of-mouth (eWOM). Studies indicate that this way of sharing opinions can impact purchasing decisions and, consequently, the Customer Journey. Despite this topic being extensively studied, insights have been fragmented in different directions. For example, in the book sector there is a lack of studies that approach eWOM in the Customer Journey in a holistic and comprehensive way. Thus, the present study aims to understand the impact of the different phases of eWOM (creation, exposure and evaluation) on the various stages of the Customer Journey (pre-purchase, purchase and post-purchase) of a book purchase, proposing a model in which the motivations and elements of eWOM in the book sector are included. The present study is quantitative mono-method, carried out in a cross-sectoral time horizon. The sample used is a non-probabilistic, convenience sample and the data collection method is the online questionnaire. A total of 442 responses were obtained, whose data were analyzed using the IBM SPSS software. From the data analysis, it appears that there is just no demand for eWOM information in the post-purchase phase. Regarding the motivations to create, search, and evaluate eWOM, consumers do not seek information considering the perceived expertise of the source, nor do they evaluate it because they are susceptible to influence. Finally, from the eWOM elements it is necessary to highlight that, contrary to the existing literature, credibility is not influential at the time of purchase. In academic terms, this study expands the literature on eWOM, comprehensively deepening its relationship with the Customer Journey. On a practical level, it provides information that can help marketers find strategies in which they use eWOM to their advantage.
Descrição
Mestrado Bolonha em Marketing
Palavras-chave
eWOM Customer Journey Pré-compra Compra Pós-compra Criação Procura Avaliação Motivações Credibilidade Quantidade Valência Pre-purchase Purchase Post-purchase Creation Demand Evaluation Motivations Credibility Quantity Valence
Contexto Educativo
Citação
Varela, Catarina Isabel Barco (2022). “O Electronic Word-of-Mouth na customer journey da compra de livros”. Dissertação de Mestrado. Universidade de Lisboa. Instituto Superior de Economia e Gestão
Editora
Instituto Superior de Economia e Gestão