Como Citar
Resumo
Objetivo – Este estudo tem como objetivo investigar o impacto da credibilidade do eWOM (boca a boca eletrônico) na intenção de compra, considerando a adoção do eWOM e a atitude em relação ao produto como variáveis mediadores.
Referencial teórico – A pesquisa relaciona a credibilidade do eWOM à intenção de compra do consumidor por meio do modelo cognição-afeto-comportamento (CAB). Neste modelo, a credibilidade do eWOM representa o componente cognitivo; a adoção do eWOM e a atitude em relação ao produto, o componente afetivo; e a intenção de compra, o componente comportamental.
Metodologia – O estudo baseou-se em 318 respostas válidas de usuários do Facebook, que preencheram um questionário autoaplicável. Foi construído um modelo de equações estruturais (SEM) utilizando o SmartPLS 4.0.
Resultados – Os resultados indicam que a credibilidade do eWOM é influenciada pela homofilia da fonte, pela força do argumento e pela confiabilidade da fonte, afetando, em última instância, a intenção de compra. Além disso, o estudo revelou que a adoção do eWOM medeia a relação entre a credibilidade do eWOM e a intenção de compra.
Implicações práticas e sociais da pesquisa – A pesquisa aprofunda nossa compreensão dos fatores que influenciam o comportamento do consumidor. Ela contribui para a literatura sobre marketing digital e comportamento do consumidor ao destacar a adoção como um mecanismo-chave por meio do qual a credibilidade do eWOM se traduz em resultados comportamentais. As percepções apresentadas no estudo fornecem recomendações práticas para aprimorar o eWOM. No âmbito social, ao ampliar a conscientização sobre os fatores que contribuem para a credibilidade do eWOM, o estudo incentiva discussões mais amplas sobre transparência, ética digital e empoderamento do consumidor no mercado online.
Originalidade – Tanto quanto é a autora sabe, este é o primeiro estudo a examinar a interação entre a credibilidade do eWOM e seus determinantes (homofilia da fonte, força do argumento e confiabilidade da fonte), bem como a adoção do eWOM e a atitude em relação ao produto dentro da estrutura do modelo CAB.
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