Estudo empírico do comportamento de participantes de leilão online usando moeda virtual

• Ano de defesa: 2019
• Autor(a) principal: Pelarin, André Luís
• Orientador(a): Sanchez, Otávio Próspero
• Tipo de documento: Tese
• Tipo de acesso: Acesso aberto
• Idioma: eng
• Palavras-chave em Português: Moeda virtual; Comportamento; Recompensas; Programa de fidelidade; Leilão virtual
• Palavras-chave em Inglês: Virtual currency; Behavior; Rewards; Fidelity program; Virtual auction
• Link de acesso: https://hdl.handle.net/10438/27625

Online auctions are an important tool to support economic activities and e-commerce as well as business opportunities, moving significant monetary volumes and contributing to the commercialization of products and services. Some auctions in 2016 have driven $ 45 billion in internet sales and are increasingly popular. Yahoo, Amazon and eBay alone handled $ 53.5 billion (excluding automobiles) in 2010, and in the year 2018 only eBay had a net revenue of $ 10.7 billion (J. C. Bockstedt, Goh, & Ng, 2013; Statista.com, 2019). In Brazil, a single agricultural site, in 2017, handled R $ 135 million (Edicaodobrasil.com.br, 2017). Another aspect to be considered, explored in IT and related areas, is related to the use of virtual currencies, enabling purchase and sale transactions and, therefore, an alternative to online auctions. Companies now begin to associate this currency with rewards programs whereby users can benefit from their points earned by consuming products and services by exchanging them for their own virtual currencies and then using them as bids on an auction platform online. This association between online auctions and virtual currencies for bids acquired by points of loyalty programs was not explored by the academy and the study aimed to contribute to the understanding of the taxonomy of the bidders compared to previous studies and to insert more analysis about the bidders behavior, incentive programs of organizations as an alternative to electronic commerce. By better understanding the type of bidders, it is sought to identify if this mechanism influences the attractiveness and permanence of the player when using as a virtual coin acquired, not more of its financial resources, but by points obtained in its reward program. For companies, it is an alternative for the maintenance of their customers, making it possible to recover through auctioning, attractiveness and, consequently, leveraging products and making profits that were not explored with this vision by the academy. This taxonomy of behavior was identified by authors such as Bapna and Góes in other models of online auctions, as well as in the use of real currencies, classifying them into bidders' clusters. Initially, by monitoring a virtual auction using loyalty points, program for collecting the data obtained more than nine million bids in three months of follow-up, with results sought to identify this taxonomy of behaviors using exploratory analyzes and use of k-means through software R allowing parameters for comparison with previous studies. It is concluded that a much lower number of bidders compared to traditional online auctions were classified as participants, indicating that the fidelity bonus exchanged for virtual currencies cannot maintain a large number of bidders with a longer stay in the game and that the model can be an ally in the generation of new business.