Efeitos de Interação entre Avaliações On-line e Características do Produto na Confiança do Consumidor



Artigo principal Conteúdo

Muriel Araujo Soares
Décio Bittencourt Dolci
Guilherme Lerch Lunardi

Resumo

Objetivo: o estudo analisa a relação entre as avaliações on-line e a confiança do consumidor nas lojas on-line, considerando os efeitos conjuntos das características das avaliações on-line e das ofertas de produtos no contexto do comércio social. Método: o estudo se caracteriza como um experimento de laboratório que simulou o ambiente de uma loja on-line considerando diferentes cenários, totalizando 602 casos para análise. Resultados: os resultados indicam que a relação estabelecida entre os consumidores e quem faz os comentários on-line modera a relação entre as avaliações realizadas e a confiança, sugerindo que as avaliações positivas e negativas de amigos e conhecidos afetam mais a confiança do consumidor do que as avaliações feitas por estranhos. No entanto, esse efeito nem sempre é significativo, dependendo dos preços ofertados. Ainda assim, o tipo de produto modera o efeito das avaliações on-line sobre a confiança quando a loja exibe preços mais altos que os da concorrência. Nesses casos, o impacto das revisões na confiança é mais intenso em anúncios de produtos de alto valor. Conclusões: o estudo pode ajudar gestores e desenvolvedores de sites a criarem processos e alternativas estratégicas mais adequadas no contexto do comércio social, a partir de um melhor entendimento das relações entre as variáveis estudadas nesta pesquisa.



Histórico de Downloads

Não há dados estatísticos.


Detalhes do artigo

Como Citar
Soares, M. A., Dolci, D. B., & Lunardi, G. L. (2022). Efeitos de Interação entre Avaliações On-line e Características do Produto na Confiança do Consumidor. Revista De Administração Contemporânea, e210114. https://doi.org/10.1590/1982-7849rac2022210114.en
Seção
Artigos Teórico-empíricos

Referências

Ahmad, S., & Laroche, M. (2017). Analyzing electronic word of mouth: A social commerce construct. International Journal of Information Management, 37(3), 202-213. https://doi.org/10.1016/j.ijinfomgt.2016.08.004
Almana, A. M., & Mirza, A. A. (2013). The impact of electronic word of mouth on consumers’ purchasing decisions. International Journal of Computer Applications, 82(9), 23-31. https://doi.org/10.5120/14145-2286
Awad, N., & 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. https://doi.org/10.2753/MIS0742-1222240404
Baccarella, C. V., Wagner, T. F., Kietzmann, J. H., & McCarthy, I. P. (2018). Social media? It’s serious! Understanding the dark side of social media. European Management Journal, 36(4), 431-438. https://doi.org/10.1016/j.emj.2018.07.002
Bilal, M., Akram, U., Rasool, H., Yang, X., & Tanveer, Y. (2021). Social commerce isn’t the cherry on the cake, its the new cake! How consumers’ attitudes and eWOM influence online purchase intention in China. International Journal of Quality and Service Sciences, Ahead-of print. https://doi.org/10.1108/IJQSS-01-2021-0016
Bispo, M. de S. (2022). Reflecting on contemporary Administration. Revista de Administração Contemporânea, 26(1), e210203. https://doi.org/10.1590/1982-7849rac2022210203.en
Braojos, J., Benitez, J., & Llorens, J. (2019). How do social commerce-IT capabilities influence firm performance? Theory and empirical evidence. Information & Management, 56(2), 155-171. https://doi.org/10.1016/j.im.2018.04.006
Cheng, X., Gu, Y., & Shen, J. (2019). An integrated view of particularized trust in social commerce: An empirical investigation. International Journal of Information Management, 45, 1-12. https://doi.org/10.1016/j.ijinfomgt.2018.10.014
Cheung, C., Xiao, B., & Liu, I. (2014). Do actions speak louder than voices? The signaling role of social information cues in influencing consumer purchase decisions. Decision Support Systems, 65, 50-58. https://doi.org/10.1016/j.dss.2014.05.002
Churchill, G. A., & Peter, J. P. (1998). Marketing: Creating value for customers. New York: Irwin/McGraw-Hill.
Cyr, D., Head, M., Larios, H., & Pan, B. (2009). Exploring human images in website design: A multi-method approach. MIS Quarterly, 33(3), 539-566. https://doi.org/10.2307/20650308
Davenport, T. (2004). Atenção: A próxima fronteira da informação. In Marchand, D., Davenport, T., & Dickson, T, Dominando a gestão da informação. Porto Alegre: Bookman.
Dong, B., Li, M., & Sivakumar, K. (2019). Online review characteristics and trust: A cross‐country examination. Decision Sciences, 50(3), 537–566. https://doi.org/10.1111/deci.12339
Field, A. (2009). Descobrindo a estatística usando o SPSS. Porto Alegre: Bookman.
Flanagin, A., Metzger, M., Pure, R., Markov, A., & Hartsell, E. (2014). Mitigating risk in ecommerce transactions: Perceptions of information credibility and the role of user-generated ratings in product quality and purchase intention. Electronic Commerce Research, 14(1), 1-23. https://doi.org/10.1007/s10660-014-9139-2
Friedrich, T. (2017). On the factors influencing consumers’ adoption of social commerce – a review of the empirical literature. Pacific Asia Journal of the Association for Information Systems, 8(4), Article 2. https://doi.org/10.17705/1pais.08401
Gundlach, G., & Murphy, P. (1993). Ethical and legal foundations of relational marketing exchanges. Journal of Marketing, 57(4), 35-46. https://doi.org/10.1177/002224299305700403
Guo, S., Wang, M., & Leskovec, J. (2011). The role of social networks in online shopping: Information passing, price of trust, and consumer choice. Proceedings of the 12th ACM conference on electronic commerce (EC ‘11). New York, NY, USA. https://doi.org/10.1145/1993574.1993598
Hair, J., Jr., Anderson, R., Tatham, R., & Black, W. (2009). Análise multivariada de dados (6 ed). Porto Alegre: Bookman.
Hajli, M., Hajli, F., & Khani, F. (2013). Establishing trust in social commerce through social word of mouth. Proceedings of the international conference on e-commerce in developing countries: With focus on e-security, Kish Island, Iran, 7. https://doi.org/10.1109/ECDC.2013.6556738
Hajli, N. (2020). The impact of positive valence and negative valence on social commerce purchase intention. Information Technology & People, 33(2), 774-791. https://doi.org/10.1108/ITP-02-2018-0099
Hajli, N. (2015). Social commerce constructs and consumer’s intention to buy. International Journal of Information Management, 35(2), 183-191. https://doi.org/10.1016/j.ijinfomgt.2014.12.005
Han, H., Xu, H., & Chen, H. (2018). Social commerce: A systematic review and data synthesis. Electronic Commerce Research and Applications, 30, 38-50. https://doi.org/10.1016/j.elerap.2018.05.005
Jaccard, J., & Jacoby, J. (2010). Theory construction and model-building skills. New York: Guilford Press.
Karmarkar, U. R., Shiv, B., & Knutson, B. (2015). Cost conscious? The neural and behavioral impact of price primacy on decision making. Journal of Marketing Research, 52(4), 467-481. https://doi.org/10.1509/jmr.13.0488
Kim, S., & Park, H. (2013). Effects of various characteristics of social commerce (s-commerce) on consumers’ trust and trust performance. International Journal of Information Management, 33(2), 318-332. https://doi.org/10.1016/j.ijinfomgt.2012.11.006
Kim, Y., & Peterson, R. (2017). A meta-analysis of online trust relationships in e-commerce. Journal of Interactive Marketing, 38, 44-54. https://doi.org/10.1016/j.intmar.2017.01.001
Lam, H. K., Yeung, A. C., Lo, C. K., & Cheng, T. C. E. (2019). Should firms invest in social commerce? An integrative perspective. Information & Management, 56(8), 103164. https://doi.org/10.1016/j.im.2019.04.007
Lee, J., & Hong, I. B. (2019). Consumer’s electronic word-of-mouth adoption: The trust transfer perspective. International Journal of Electronic Commerce, 23(4), 595–627. https://doi.org/10.1080/10864415.2019.1655207
Lee, K., & Lee, B. (2011, August). An empirical study on quality uncertainty of products and social commerce. Proceedings of the International Conference on Electronic Commerce (Article 16). New York, NY, USA, 13. https://doi.org/10.1145/2378104.2378120
Li, L., Rhee, C., & Moon, J. (2018). Identifying the effect of product types in the relationships between product discounts and consumer distrust levels in China’s online social commerce market at the era of big data. KSII Transactions on Internet and Information Systems, 12(5), 2194-2210. http://doi.org/10.3837/tiis.2018.05.016
Liang, T.-P., & Turban, E. (2011). Introduction to the special issue social commerce: A research framework for social commerce. International Journal of Electronic Commerce, 16(2), 5-14. https://doi.org/10.2753/JEC1086-4415160201
Lin, X., Li, Y., & Wang, X. (2017). Social commerce research: Definition, research themes and the trends. International Journal of Information Management, 37(3), 190-201. https://doi.org/10.1016/j.ijinfomgt.2016.06.006
Lu, B., Fan, W., & Zhou, M. (2016). Social presence, trust, and social commerce purchase intention: An empirical research. Computers in Human Behavior, 56, 225-237. https://doi.org/10.1016/j.chb.2015.11.057
Maia, C., Lunardi, G., Dolci, D., & D’Avila, L. (2019). Competitive price and trust as determinants of purchase intention in social commerce. BAR - Brazilian Administration Review, 16(4), e190074. https://doi.org/10.1590/1807-7692bar2019190074
Maia, C., Lunardi, G., Longaray, A., & Munhoz, P. (2018). Factors and characteristics that influence consumers’ participation in social commerce. Revista de Gestão, 25(2), 194-211. https://doi.org/10.1108/REGE-03-2018-031
Menon, R. V., Sigurdsson, V., Larsen, N. M., Fagerstrøm, A., & Foxall, G. R. (2016). Consumer attention to price in social commerce: Eye tracking patterns in retail clothing. Journal of Business Research, 69(11), 5008-5013. https://doi.org/10.1016/j.jbusres.2016.04.072
Morgan, R., & Hunt, S. (1994). The commitment-trust theory of relationship marketing. Journal of Marketing, 58(3), 20-38. https://doi.org/10.1177/002224299405800302
Nielsen. (2015). Global trust in advertising. Retrieved from https://www.nielsen.com/wp-content/uploads/sites/3/2019/04/global-trust-in-advertising-report-sept-2015-1.pdf
Pavlou, P. (2003). Consumer acceptance of electronic commerce: Integrating trust and risk with the technology acceptance model. International Journal of Electronic Commerce, 7(3), 101-134. https://doi.org/10.1080/10864415.2003.11044275
Smith, D., Menon, S., & Sivakumar, K. (2005). Online peer and editorial recommendations, trust, and choice in virtual markets. Journal of Interactive Marketing, 19(3), 15-37. https://doi.org/10.1002/dir.20041
Sullivan, Y., & Kim, D. (2018). Assessing the effects of consumers’ product evaluations and trust on repurchase intention in e-commerce environments. International Journal of Information Management, 39, 199-219. https://doi.org/10.1016/j.ijinfomgt.2017.12.008
Ventre, I., & Kolbe, D. (2020). The impact of perceived usefulness of online reviews, trust and perceived risk on online purchase intention in emerging markets: A Mexican perspective. Journal of International Consumer Marketing, 32(4), 287-299. https://doi.org/10.1080/08961530.2020.1712293
Zhang, K., & Benyoucef, M. (2016). Consumer behavior in social commerce: A literature review. Decision Support Systems, 86(1), 95-108. https://doi.org/10.1016/j.dss.2016.04.001
Zhang, Z., Ye, Q., Law, R., & Li, Y. (2010). The impact of e-word-of-mouth on the online popularity of restaurants: A comparison of consumer reviews and editor reviews. International Journal of Hospitality Management, 29(4), 694-700. https://doi.org/10.1016/j.ijhm.2010.02.002
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. https://doi.org/10.1016/j.elerap.2016.03.004